UTA has always maintained high customer service standards, but the agency hasn’t always had a comprehensive document that captures our riders' travel motivations, their pain points, and the moments that matter most while riding UTA. This is why we engaged with our riders to look holistically at their entire journey through the UTA transit system — from their first step to their ultimate destination.
We’re calling this a Customer Experience (CX) Action Plan. The final plan identifies customer-facing projects and improvements that can address shortcomings in the system, with riders’ experiences as our top priority.
Project Background
UTA recently adopted a 2022-2030 Strategic Plan. In this plan, there is a success statement regarding the Customer Experience. It is:
UTA puts its customers first by providing an easy, enjoyable, and accessible transit experience where customers feel engaged, safe, and cared about.
A key part of the customers’ expectations is directly related to the experience they have when using the transit system.
How Customer Input Shaped the Final CX Action Plan
Over several months in 2024, we engaged with customers and the community to learn more about what’s working well, and what can be improved, while using UTA’s services. We reviewed feedback from approximately:
- 40,000 customer comments submitted over two years (2022-2023)
- 12,000 survey responses from 12 past studies
- 3,000 new survey responses
- 25 community events throughout Davis, Salt Lake, Utah, and Weber counties
- 140 unique improvement ideas
- 1,000 open-ended comments
- 17 rider interviews (including 6 Spanish-language interviews).
This extensive feedback gave UTA valuable insight into customer perceptions, priorities, and expectations. Read the plan below to learn more about what we heard about improving the experience of using UTA!
FAQ
Q: What is Customer Experience (CX)?
A: Customer Experience is everything a customer experiences while accessing and using UTA services, from their front door to their ultimate destination.
Customer Experience also includes:
- Multiple modes of transportation (UTA, active transportation, Transport Network Companies (TNCs), driving, etc.)
- Many different objects, tools, and apps. (UTA website, Transit App, posted maps/schedules, real-time signs, etc.)
Q: Why does focusing on CX matter?
A: Delivering a remarkable experience increases the likelihood that customers will return, use UTA services often, and more importantly, tell a friend or family member about their experience. In other words, a phenomenal experience creates customers who create customers. In fact, 92% of customers around the world say they trust recommendations from friends and family more than other forms of advertising. (Nielsen).
Q: What is a CX Action Plan?
A: A CX Action Plan is a document that:
- Communicates who UTA’s customers are, what they experience (good and bad), and what matters to them on their journey from their front door to destination.
- It showcases UTA’s planned customer-focused projects, including timelines and constraints for implementation.