Stallard – CUSTOMER INFORMATION WITHIN LONDON UNDERGROUND 1995

Description

This paper outlines the evolution of customer information on London Underground, stressing its role as a key marketing tool that shapes passenger perceptions. Customers demand consistent, network-wide information; historically provision relied on station staff, chalkboards and limited indicators, leaving gaps exposed during major disruptions. Customer information serves four functions: attract and stimulate travel, enable pre-journey planning, guide passengers during journeys, and provide real-time operational updates. Three information types are identified: system (maps/leaflets), fixed (signing), and real-time (displays/PA). The Customer Information Strategy (Right Time Right Place) recommended an integrated, network-focused approach: separate and prioritize information from operational procedures, deploy electronic displays and live voice for disruptions, standardize posters, reduce clutter from whiteboards and leaflets, group stations with trained communicators, and emphasize English on-system. Implementation (1994–95) included trials of network displays and electronic whiteboards, RDS installation, PA training, staff soft-skills training, estimated recovery time trials, signage upgrades and expanded dot-matrix indicators, marking a shift toward a customer-driven culture.