Hugman – UNDERSTANDING PASSENGERS INFORMATION NEEDS 1997

Description

Bruce Hugman argues that clear, frequent information is vital to public transport success: confusing, uncoordinated timetables drive passengers away. Information is the essential marketing tool; without understanding how the system works, potential users face major barriers. Transport providers must become customer-focused and service-driven, staying in constant contact with markets. Hugman proposes an E-framework: Empathise—learn customers’ needs through consultation, use multiple media, provide feedback channels and avoid relying solely on print; Excite—reduce passenger anxiety, embrace technology, market-test communications, and deliver creative, compelling messages that convert users into loyal customers; Learn—continually innovate, deliver top-quality information reliably, listen to feedback, and improve from successes and mistakes. Repeated, tested, multi-channel communication is necessary to meet rising customer expectations and keep public transport competitive.