How Rude Was That Driver? Mystery Shoppers Know
Monday, November 19, 2007 1:17 PM
Anyone who shops at a store, eats at a restaurant or goes to the movies understands the concept of mystery shoppers.
Started in the 1940s, mystery shopping has commonly been used as a tool to measure quality of service among retailers from hotels to health clubs.
Now METRO is using mystery "shoppers" to ride 13 routes that have generated the most complaints from our passengers. Four mystery riders from an outside contractor have been secretly boarding our buses since Nov. 1, making observations and gathering data.
"Our overall goal is to monitor our operators - like a quality assurance check," said Tangee Mobley, METRO's senior director of transportation. "We'll have eyes and ears out on our service from an objective point of view, so we can monitor where we need to do some actual work."
Mystery riders are scheduled to take 150 rides a week. We have a fleet of 1,200 buses and about 120 routes serving the Houston area.
Our top complaint from customers: operator behavior.
While I personally have encountered very pleasant bus drivers who smile, tell me to have a good day and who even pray for me - apparently, other passengers have had different experiences.
More complaints in October involved operator behavior than any other issue, said Jean Goedecke, customer service business analyst. "That includes rude drivers, not answering a question when asked, talking ugly with an attitude to a customer, not helpful with information," explained Goedecke. 
Also, listed under operator behavior is something called "pass-ups." This is when customers say the bus passed them by just as they arrived at the stop.
Under service-related issues, the most common complaint is late buses, then no-shows, then early buses.
Safety concerns include such items as running a red light; not following speed limits; a bumpy ride; or hard turns where passengers feel like they're about to fall off a seat.
Kim Wells, manager of customer service at METRO, says using mystery riders is a great tool. "If you use it like in your retail environment - to improve the quality of service you offer - why wouldn't you do it in the transit industry?"
METRO is not the only transit agency doing this. Chicago Transit Authority has started a "mystery shopper" program, reported Crain's Chicago Business and a blog called CTA Tattler.
Lydia Murray, the chief of staff to CTA President Ron Huberman, has been charged with implementing a performance management system for the nation's second largest transit agency - and start a "mystery shopper" program that evaluates employees who face the public.
Murray is hoping the "mystery shopper" program will help the CTA achieve its mission of clean, on-time, safe and efficient service to its 1.6 million daily passengers, Crain reported.
Here at METRO, we are using mystery riders to give us hard data we can compare to customer complaints we receive.
"It's to pinpoint what is really happening. Our main goal is to see a decline in the number of complaints that come in," said Marie Turner, operations support analyst. "We want the public to see a difference."
Mystery riders will be riding our buses at least through next March.
What do you think? Will mystery riders help us improve our service?