Feeling comfortable at public transport stations

Transcription

1 Feeling comfortable at public transport stations How technological solutions can help to satisfy customers' needs Forschungsforum Wien 21 th October 2009 Mark van Hagen Senior projectmanager Dutch Railways

2 Statements 1. The customer should get what he wants 2. Mobility management is managing emotions 3. Not only doing things right, but also doing the right things

3 Feeling comfortable at public transport stations Content Customers needs Emotions Research Results Conclusions

4 What can people offer? Money Time Effort

5 Two main activities Moving Staying Station Station Train

6 Pyramid of Customer Needs Experience Comfort Emotions Time is valuable lust : travel relaxed Physical effort: Personal convenience Ease Speed Mental effort: No hassle, no stress must : travel fast Traveltime door to door: The faster,, the better Safety Reliability Trust: Safe and secure journey Get what you expect

7 Stations: moving ánd staying staying staying Comfort & Experience moving Speed & ease moving Safe and reliable

8 High Appreciation of time = Time spent x Time value Time value Origin Access mode Lost time Train journey Egress mode Destination Transfer Transfer Low Time spent

9 High ACE: Accelerate, Condense and Enhance Origin Destination Time value Accelerate Access mode Transfer Lost time Enhance Train journey Transfer Condense Egress mode Transfer Transfer Low Time spent

10 High Two ways of enhancing the station quality Time value Origin Enhance the waiting time Lost time Train journey Destination Access mode Egress mode Transfer Transfer Low Time spent Shorten the waiting time

11 It s all about emotions

12 Environmental Psychology Stimulus Organism Respons Explicit distractor Emotional reactions Waiting reactions Other reactions Behaviour Approach Avoidance Must/lust passenger Crowding

13 Basic Emotions: Pleasure & Arousal pleasant relaxing exiting sleepy arousing boring distressing unpleasant

14 Optimal arousal Pleasant Optimal arousal Hedonic Tone Unpleasant Low arousal High

15 Psychological reversal Pleasant Relaxation Exitement Hedonic Tone Optimal Arousal Theory Unpleasant Boredom Anxiety Low Arousal High Telic Paratelic

16 Optimal arousal ánd psychological reversal Pleasant Relaxation Exitement Hedonic Tone Boredom Anxiety Must Lust Unpleasant Low arousal High

17 Research

18 Experiments in virtual world

19 From Leiden to Amsterdam Leiden Amsterdam

20 Study 1: light and colour

21 Study 2: Infotainment

22 Results

23 Subconscious information processing Colour and light study 20% saw the right colours Cognitive: 90% wants high level lighting, Affective: but, with low lighting more pleasure and approach Infotainment study 60% saw infotainment Cognitive: please, no ads! Affective: but, with ads more pleasure and approach

24 Colour and light Pleasant Must Lust Unpleasant Low arousal High arousal Warm colours & Low light: More pleasure More arousal More pleasant wait Cool colours & high light: More pleasure More arousal More pleasant wait

25 Infotainment Pleasant Must Lust Unpleasant Low arousal High arousal High density more pleasant waiting Information Low density more pleasant waiting News

26 Conclusion: Different needs for must and lust Must In a hurry Time orientation Telic state Lust Not in a hurry Environment orientation Paratelic state Infotainment Colour Lights Music News Cool Bright Relaxed Infotainment Colour Lights Music Information Warm Low Stimulating

27 Wrap up Waiting environment influences emotions and satisfaction Passengers are not conscious involved in processing stimuli Must and lust passengers want a different environment

28 Statements 1. The customer should get what he wants 2. Mobility management is managing emotions 3. Not only doing things right, but also doing the right things

29 Feeling comfortable at public transport stations How technological solutions can help to satisfy customers' needs Forschungsforum Wien 21 th October 2009 Mark van Hagen Senior projectmanager Dutch Railways

30 Quality of a train trip Experience Wish to have Satisfiers Dissatisfiers Basic Quality Want to have Minimum Quality Need to have