NYC Subway CX Kills Chivalry in the City
Brands with values inspire customers who interact with them. Nike encourages us to be brave and embrace our differences. The Bill & Melinda Gates Foundation urges us to be kind and care for others. Brands like this use the CX Pyramid and organizational culture to promote their values and deliver the reliable experiences customers want.
When Brands Hurt Customers
On the flip side, brands also have the power to make customers feel ignored, and even angry. The CX Pyramid crumbles and customer-to-customer behavior, in addition to individual experiences, suffer. Case in point, the New York MTA System and the MTA experience.
In the past year, New York City MTA riders have felt used, at best. It’s a trend that has characterized the last decade of the MTA’s brand story, and it has come to a head in recent months. The MTA Customers Count Survey tries to fix that perception. Unfortunately a VOC program (customer feedback) is only the beginning of the solution to problems that continue to grow.
Riders today pay almost two times more for the same ride they took 20 years ago. The perception, based on rider experience, is that they are getting worse service and less value for more money. In this environment, where does customer experience management come into play?
Experience Management and Expectation Management
Customer experience management is as much expectation management as it is experience management. With that in mind, take a look at how the MTA delivers (or doesn’t deliver) on customer experience management.
For riders, it feels like lack of access to reliable transportation, at a high cost, is becoming the norm. F Train stations in Queens and Brooklyn skip the same stations on weekends for more than ten years because of “renovations.” People who live in neighborhoods where the F Train is the only choice, feel under-served. This summer, half of Astoria (a trendy Queens neighborhood) was shut down for renovations. Local stops along Manhattan’s Central Park West, still under construction, were closed for the summer. Service interruptions and service suspensions are common all across the subway system.
MTA Experience: When the CX Pyramid Breaks Down
The CX Pyramid represents the layers of delivery a brand aspires to fulfill. Those three layers include meeting needs, providing an easy experience, and making the experience enjoyable. MTA service suspensions do not meet the needs of a significant segment of riders. Crowded, unreliable trains during peak hours do not make it easy to get to work on time.
The MTA made some attempts to meet customer needs by installing rider information signs that display when the next train is arriving and how long customers need to wait. Unfortunately, when riders wait for crowded trains in the morning, their anxiety about missing the train and the length of the wait time, eliminates the perceived benefits of those expensive new signs.
Bad Customer Experience has a Ripple Effect
How does this bad customer experience influence the behavior of New York subway riders? Riders feel like they are not appreciated, like their time and needs are not respected by a brand they have no choice but to interact with on a daily basis. It’s human nature for those feelings to affect behaviors. This summer and fall, I have experienced the breakdown of common decency among riders firsthand.
The MTA has created a culture in which the experience of the rider no longer matters.
Riding the MTA has been the most disappointing experience of my pregnancy. A true New Yorker, I have been on the subway for more than 15 years. The lack of regard for me and the lack of civility towards me and my baby broke my heart. And it surprised me. It didn’t used to be like this. Riders across the system from all age groups and cultural backgrounds refused to make space for us.
Better Experiences Start at the Brand Level
So whose fault is it that chivalry is dead across New York’s public transportation system? If we take a moment to observe how the MTA treats riders, we quickly see the brand and its level of service set the tone. Thanks to unreliable service and unpredictable (though frequent) service disruptions, the customer journey during rush hour is anxiety-ridden and frustrating. If it rains or snows, all bets are off. Commuting is a nightmare.
Last, but definitely not least, if there is any misconduct on the train (like a woman shoving me while I was 7 months pregnant and carrying a suitcase) there is no one around to hear a complaint, or to help. The MTA does not stand for customer service in general. This is compounded when things go wrong and riders can’t get help.
Better Customer Experience Improves Customer-to-Customer Behavior
How can we bring civility back and improve consideration and politeness among riders? Is it/should it be the MTA’s responsibility to make civility a priority?
Since the MTA is a brand that serves the public, caring for each other should be part of the brand’s underlying values and mission. Safety, caring and service need to drive a campaign to rebrand the MTA.
The Customers Count Survey is a start, but it feels operational.
When the operation is as complex and entrenched as the MTA, it is impossible to promise consistent punctual service and to deliver on that promise. A smart, strong brand can improve service, while developing a brand identity with civil characteristics that inspires riders to be there for each other and be kind to those in need.
Instead of a massive communications campaign to extol the MTA’s crowning achievement of opening the 2nd Avenue Line after decades of construction delays and red tape, the MTA should use ad space on trains to remind riders of the meaning of the word CARE. At the brand level, they need to educate riders about the small, but deep expressions of caring they can show each other. Reminders to get up for a pregnant woman, to make space for others by taking off a backpack, or to use headphones, can improve the culture of the MTA and improve rider experience in real ways.
The MTA carries 1.7 billion people per year. With such a place in the world, it is time for the brand to take a social stand to protect those in need. As a seasoned New Yorker, I should not be afraid to ride the train because of my pregnancy. Unfortunately, this is how I feel today. I am not alone in feeling abandoned, ignored, underappreciated and overcharged.
Create Customer-Centric Cultures
Become a Member of The Petrova Experience.
How to Prepare for AI: Dispatches from CR Summit, Charleston
On the eve of the #CRSummit in Charleston, customer experience leaders from various industries held the first AI Committee meeting. AI is a challenging topic to cover because it has…
Why Bt2B Businesses Must Think Like B2C in the Next Decade
B2B vs B2B thinking makes a real difference when it comes to customer experience. According to Gartner at least 80% of B2B buyers now expect the same buying experience as…
Hospitality Experience and Why We lack Seamless Travel Experiences
Hospitality is taken for granted across government agencies, airlines and hotels. In my line of work, I often hear “I want to have the JetBlue customer experience.” Although many claim…
How To Define Your Purpose And Have Unique Culture
If you Google the word “purpose” you get the definition “the reason for which something exists.” This is a challenge if you think about it in the context of organizational…
What is the best question for your CX Survey?
As customer experience professionals, we need to factor in this disconnect when we design surveys. And when we react to survey results. Customers have an image of who they want to be. However, their behaviors do not always reflect that image.
Travel Experience Stories: How Not to Leave Customers Stranded
Meet Diane. Diane is traveling with her 2 year old and 5 year old to her in-laws’ house for Thanksgiving. This is the one annual trip she takes. And she…
How to talk to your CFO about customer experience and revenue growth
Last month we introduced the topic of Customer Experience ROI and the complexity of building a good business case for it. The Customer Experience business case is strong, but not easy to prove. Today we will focus on two big wins of a successful customer experience investment – revenue and customer growth of your business.
Customer Experience Tips and Best Practices In 2017?
This is Post 2 of Liliana Petrova’s series on customer experience. She shares customer experience tips, lessons learned, and best practices for the new year. And dives into organizational culture…
4 Career Tips to obtain a Customer Experience Role
In honor of the 4th of July, we are rounding up 4 career tips for CX professionals. Set aside some time during the break from work to take stock in your CX career and evaluate the steps you need to get to the next level.
Would You Pitch In To Save Toys “R” Us For Your Children To Experience? #ToysRUsGoFundMe
Last week we laid out the big moves that the leadership of Toys ‘R’ Us failed to take to evolve with customer needs and thus joins other brands as examples of…
Hiring Tips: Who Should I Hire First on My CX Team
The pressure to demonstrate business impact and ROI on your Customer Experience initiatives quickly makes your first hire even more important. As usual, there is no answer that fits all scenarios perfectly. We have some helpful strategies to consider based on the structure of your organization and your goals.
5 Tips to Create Great Customer Experience Design Strategy
A customer experience design strategy that is sustainable and successful starts by having a vision and knowing who your customer is. This launching point enables you to design customer experiences…
What Can Casino Consulting Firms Learn from Airlines?
Today we’re talking about casino experience. Casinos and airlines are similar in their operational complexity and sense of wonder. They also are similar in the way they can implement technology…
Patient Experience Trends in 2021 – Telehealth is Here to Stay
Today, we continue our series about 2021 Customer Experience trends and tactics. We take a closer look at patient experience and what telehealth means for the future. Both for patients…
Customer Experience, Self Service, and the Gift of Time
Time is the most precious gift in life. If you think about it, time is the one thing we all want more of. As we get older and busier, time gets even more valuable to us.
Do You Know Why The Iconic Brand Toys ‘R’ Us Closed Doors Despite All Our Memories? #RetailBlues
The year is 2016. You are the CEO of Toys ‘R’ Us. Your brand still controls 13.6% of the toy market although the company is highly leveraged, a strategy of…
Liliana Petrova Talks Patient Experience in Healthcare Podcast
Recently, we recorded a podcast on patient experience in healthcare with Stacey Richter. Today, we are excited to share it with you. On the episode, we discuss travel and healthcare…
Get Customer Experience Basics Right and You Don’t Need to Invest in Wow Moments
Wow Moments are a Customer Experience hot topic. Customer experience professionals ideate how to build, prioritize, finance, and measure these Wow Moments. Chip and Dan Heath wrote a whole book on the topic: The Power of Moments. No Wow Moment saves you from negative word of mouth if your brand fails to get the customer experience basics right or to deliver the expected brand experience consistently.
Customer Experience Audit: Starbucks Bets On The Physical Experience
Starbucks is opting in for the physical experience in order to become a lifestyle brand while other brands are investing in omni-channel experience.
Customer Experience Audit: Uber Bets On Self-Driving Cars With Big Volvo Purchase
The question that remains unanswered is who will be part of the future of transportation. Uber is going for the vertical integration – the whole pie. The future industry of urban transportation will be made of players in three different categories: cars, self-driving software, and ride-sharing network. In contrast, Lyft approaches the future through partnerships.
Create Your Tribe: How Great CX Makes a Lifestyle Brand
Newcomers to the market realize that their business is only as strong as the growth of their customer base. With that in mind, senior leaders work hard to shorten the distance between them and the customer.
Paperless Customer Journey – JetBlue Deviceless Boarding
JetBlue Biometrics – Innovation and Disruption This year, JetBlue entered the ranks of the innovators who disrupt industries by applying customer experience technology. They not only imagine the future. They…
The Great Re-onboading: How to Bring Back Your Employees
Re-onboarding is the next employee experience organizations need to tackle. Since March 2020, leaders have encountered pandemic shutdowns, remote workforce transitions, and the Great Resignation. As restrictions lift and we…
What is Telemedicine? Keeping Medicine at the Heart
Guest Post by Dr. Melynda Barnes for The Petrova Experience. In this post Dr. Barnes answers the question “what is telemedicine,” and reminds us to keep medicine at the heart…
Healthcare Whitepaper: Impact of Patient ‘I Wants’ in Healthcare
Rachel Dreyfus joins The Petrova Experience with a guest blog about patient experience. Background A culture of positive patient experience is increasingly important in Healthcare, affecting patient outcomes and satisfaction….
Culture Starts at the Top
Without a leader who believes that today’s business success is about acquiring and retaining customers, you cannot even begin the process of building a culture. Leaders who are passionate about the customer are also passionate about creating culture and employee engagement.
Human Experience: Do You Really Know Your Customers?
Steve Jobs said: “Get closer than ever to your customers. So close that you tell them what they need before they realize it themselves.” He did not just say that….
Digital Customer Experience Strategy – Top Three Mistakes
How many of you have interacted with financial and insurance institutions who seem to have forgotten the invention of the world wide web and applications design? In 2021, Major players…
Coronavirus Travel: What Does Hospitality Mean Now?
I want to tell you about my recent passenger experience. Earlier this week, I traveled to New Orleans from JFK Terminal 5 in New York. I had planned an airport…
Poor Integration is Bad for Customer Journey and Worse for Brands
Although we all have bad customer experiences, there is still a big debate about “the CX field” and whether it will survive the test of time. There is no doubt…
Let’s Get You Certified as a Customer Experience Professional!
Like all mature professions, customer experience has a certification that is internationally recognized. Adding it to your resume will signal to the business community that you are serious about customer experience and your aspiration to be part of its leadership ranks…
What is Customer Experience? What are the Faces of CX?
Each area of CX represents a path for CX professionals to impact business health and build successful careers. One of my favorite CX analogies is that it is like the blood in our bodies. When CX is done well, it touches every aspect of an organization. That’s what makes customer experience so much fun! You will never be bored working in CX.
Customer Experience Trends – 8 Actionable Tactics in 2021
As we begin Q4 of an eventful 2020, it’s time to look out for the 2021 customer experience trends and tactics for creating exceptional experiences in increasingly complex environments. We…
Customer Experience Design – How Do You Want Customers To Feel?
Last week, we talked about CX Design in terms of space and function. Today, we continue our customer experience design journey to talk about the design of emotions and feelings. All…
Why you need a defined culture for customer experience?
When designed and built correctly, customer experience expresses an organization’s brand. Your brand and marketing promises serve as a guiding light to your experience team. Similarly, organizational culture serves as a goalpost for the service side of customer experience.
Aviation Industry, Coronavirus Isn’t the Only Thing Killing Us
Eighteen years ago, September 11th caused a three-day halt of the US commercial airlines and resulted in a 31.6% reduction in travel in September 2001 compared to the previous year….
Customer Facing Experience: Communication and Hospitality
Today, we are talking about communication as part of the customer facing experience. This is one of the most misused and misinterpreted notions both in our professional lives and our…
Airport Experience – Are You Letting Down Your Precious 2021 Travelers?
A month and a half ago, as part of our ongoing conversation about airport experience, we introduced the concept of revenge travel. We pleaded with the public to trust us…
Organizational Culture and Access to Information
By and large, people perceive culture as an HR discipline. The most common perception is that culture covers the soft side of performance. Culture is about how you do things, not so much about what you do. This approach to culture could not be more wrong. In fact, organizational culture is about so much more than a few words in a performance review sheet. It is about leaders expressing values, and the action guidance their cultural behaviors provide.
Leadership During the Pandemic: Guest Post by Rachel Dreyfus
This is a guest post by Rachel Dreyfus, President, Dreyfus Advisors, who researched leadership and organizational culture during the pandemic. How has Covid19 influenced leadership over the past three months?…
How a Personal Interaction builds Repeat Customers
A customer-centric methodology is key to the successful outcome of my interaction with Hello Spud. It is the reason this story appears here, and not among the CX Big Fails! The company did not send an automated response. It did not deliver a message stating “sorry we couldn’t help you, would you like something else.” Instead, the company co-founder reached out to me personally across multiple channels (a handwritten note, followed by personal emails).
Customer Experience Audit: FedEx Omnichannel Disaster
In our Strategy, Org Design & Culture series, we cover customer-focused companies that are willing to adapt, take risks and discover new ways of staying relevant. Sometimes, we encounter brands…