UTA is launching a comprehensive plan to capture our riders' travel motivations, challenges, and moments that matter while riding UTA.

Over the summer, we’ve been learning more about what’s working well and what can be improved on your journey throughout the UTA transit system. With your experiences in mind, we're working on a plan to improve everything from the moment you step out your front door until you get to your destination.

We’re calling this our Customer Experience (CX) Action Plan, and we need your help to prioritize what we include in the final plan.

Community Prioritization

UTA is aiming to put you in the driver’s seat of the customer journey. We collected dozens of ideas from the community and identified the most impactful ideas that could realistically be added to our list of upcoming projects. What we need now is to know which of the ideas would make a meaningful difference to community members like you.

What's in It for You?

What we learn through this process will guide a roadmap of proposed improvements in the CX Action Plan. While these are all still at the idea stage and are not guaranteed to receive funding, your support will help us understand what things are most important to the community for consideration in future budgets.

Want To Get Involved?

Please take the community prioritization survey and let us know what you think before the survey closes on November 10.

We will also be attending community events at locations along the Wasatch Front. Go to the customer experience project page for updates, including event dates and times.

Want To Know More?

Here are some frequently asked questions.

What is customer experience (CX)?
Customer experience is a literal term for everything a customer experiences while accessing and using UTA services, from front door to final destination.

Why does focusing on CX matter?
Delivering a positive customer 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 positive 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).

What is the CX Action Plan?
The CX Action Plan is a document that:

• Communicates who UTA’s customers are, what they experience, and what matters to them on their journey from door to destination
• Showcases UTA’s planned customer-focused projects, including timelines and constraints for implementation

Help Improve the Transit Experience for All Riders

Your input will play a crucial role in shaping UTA’s first CX Action Plan. By ranking your priorities in our survey or attending one of our upcoming events, your input can help UTA understand what ideas are most important for consideration in future budgets. Together, we can make riding UTA a more enjoyable experience for all riders.