CASE STUDY:
LONDON UNDERGROUND

Overview: London Underground is a major business, with over 3 million passenger journeys a day, around 500 peak-hour trains, serving 275 stations and employing over 12,000 staff and vast engineering assets.

Problem: As part of the Secure Station Scheme run by the Department for Transport, stations were required to undertake customer surveys at the actual stations. London Underground had previously used face-to-face interviewers to obtain this type of data, but the amount of surveys individual surveyors could generate in a day meant that methodology was cost-prohibitive.

Solution: A customised Opinionmeter was developed which attached to existing Underground customer information boards. This device complied with London Underground’s stringent health and safety procedures, but maintained the flexibility of placing the Opinionmeters at short notice in any station.

Benefits:
- Generated high customer response rates
- Provided data on the secure station scheme during all hours of service
- Reduced survey costs significantly, to around 30p per response.

Feedback:
“Opinionmeters are used to measure customer feedback on very local and tactical issues. These are issues which we could not always previously research as the more traditional methods were not cost effective. The beauty of the Opinionmeters is they are fairly economical, easy to use and portable, so they can be moved from station to station.” - Jim Muir, Senior Researcher

“It’s simple to use and customers can do it at their leisure – it’s easy and you know it won’t take too long.” - Jubilee Line Customer

CASE STUDY: LONDON UNDERGROUND

CASE STUDY:
LONDON UNDERGROUND