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VIA Metropolitan Transit seeks a Director of Innovative Services. [More]
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Ben Franklin Transit, Richland, WA, is looking for an assistant director, transit operations. [More]
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The Chatham Area Transit Authority requests proposals for on-call marketing for system map, route, signage design and printing services. [More]
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Adapting to Changing Customer Preferences Essential: Common Theme Across Industries
At a Nov. 28 panel discussion, Embracing Disruption: Success Stories from Other Industries, during APTA’s Industry Leadership Summit in Washington, DC, experts described their responses to a rapidly changing world, drawing parallels to challenges and opportunities facing the public transportation industry including innovation and workforce development. APTA President and CEO Paul P. Skoutelas moderated.
Artemis Berry, vice president, member engagement, National Retail Federation, described how, in common with many public transit agencies, retailers are relying on data analysts to assess and respond to shifting customer preferences.
Robert Morgan, vice president, emerging technologies, American Banking Association, noted that while the purpose of many industries remains the same, the delivery method has evolved. “What is different,” he explained, “is the smartphone. Customers are always connected. Digital transactions have taken over from face-to-face relationships. To keep customers engaged with and loyal to our brands, we have to give them something extra.”
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From left, Dr. Martha M. Parham, Artemis Berry, Robert Morgan, Ed Mortimer and Robyn Boerstling.
Industry Leadership Week photos by Steve Barrett Photography | Ed Mortimer, executive director, Americans for Transportation Mobility Coalition, and vice president, transportation and infrastructure, U.S. Chamber of Commerce, stressed the need for innovation, urging public transit to “not be afraid to try new things. Not everything you try will succeed, but that’s OK,” he said. Morgan concurred: “Leaders must give innovators room to fail.”
Robyn Boerstling, vice president, infrastructure, innovation and human resources policy, National Association of Manufacturers, summarized the challenge facing all industries as “how to most effectively merge people, services, technology, information and jobs.”
Dr. Martha M. Parham, senior vice president, public relations, American Association of Community Colleges, described the importance of reliable public transportation services to community college students and how her organization works with public transit agencies to improve access to education. She said agencies might consider collaborating more with colleges—highlighting career options and donating technology and equipment—thereby cultivating the future workforce.
Berry noted that her organization also partners with public transit agencies to expand access to retail locations for would-be employees.
The panel invited questions from the audience. When asked what public transit could do to improve service, panelists responded that reliability is paramount. The consensus was to look more closely at the habits of customers: “Today’s consumers are accustomed to ‘Amazon-style’ service … they want to know what they are going to get, and they expect to know when they are going to get it … and it’s the same for transit riders.”
To view a video of this and other Industry Leadership Summit sessions, click here.
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