A CALL TO ACTION

By: Joseph A. Brown, Principal, Kosmont & Associates, Inc.

As Californians swiftly approach the year 2000, it sometimes appears that constructing 15 to 20 lane freeways may be the only way to accommodate our reliance on the automobile, especially since 75 to 80% of commuters continue to drive to work alone. Although the construction industry wouldn't complain, most Californians agree that we must reduce congestion and air pollution instead of building concrete cities. Unfortunately this problem is much easier identified than solved.

Local, regional and federal agencies have invested billions of dollars in transit systems, rideshare programs, and other transportation-related efforts. These new services provide a full cadre of options and opportunities for today's commuter. With all of these options, why are commuters still stacking up on the freeway like runners at the starting line of the LA marathon? The reality is, not all options are available to everyone, or available options may not satisfy the personal and professional requirements of the commuter, or the commuter may know little about available options and how to get more information about them. Changing the transportation system could address some of these issues, but at a high cost and require time-consuming implementation period. Educating commuters about alternative mode choices represents a plausible option that could increase usage on available systems much more cost-effectively.

One educational tool that provides an almost instantaneous information and customer service resource for commuters is the telephone. For the past decade customized (or vanity) telephone numbers (i.e. 1-415-861-POOL) have been used to create easily remembered numbers for commuters. In California there are over 500 telephone numbers that provide transportation information. In Southern California alone there are over 300 numbers representing various agencies, jurisdictions, providers, etc. This overload of agencies and numbers are a constant source of frustration for the commuter who may just want to know how to take public transportation from home to work. One keyword in commuter diction is convenience. Without addressing it, the transportation industry will not make significant strides toward reducing congestion and improving air quality.

Because of the somewhat limited range and flexibility of local numbers, transportation providers increasingly pursue the use of regional 800 phone numbers to market their transportation services. In fact, within the past two years the number of 800 numbers used by transportation or related agencies has significantly increased, and now exceeds 100. Recent research conducted by Kosmont & Associates, Inc. focused on transit and rideshare-based 800 numbers throughout California revealed that the 800 services were initiated to:

eliminate toll costs incurred by system users

market and attract new system users

provide flexibility in system design, operations and monitoring

provide the ability to use a single number that crosses area code boundaries

As part of the Statewide Rideshare Marketing Program, California Commute desires to use 1-800-COMMUTE as a statewide 800 service that enables a caller from any portion of the state to access transportation information by calling one telephone number. This single 800 phone number will be a major convenience to commuters who are often confused about what services are available, who provides them, and how to find out more about available options. 1-800-COMMUTE will be the conduit that provides a seamless means of disseminating transit and ridesharing information throughout California. In early 1994, 1-800-COMMUTE will be rolled out as part of the Southern California Caltrans Smart Traveler demonstration project. Other programs are slated to participate in 1-800-COMMUTE later in 1994.

The flexibility of 1-800-COMMUTE enables calls to be routed to multiple locations depending on a host of predetermined factors that are invisible to the caller. For example, a caller in the City of Los Angeles can dial 1-800-COMMUTE and be routed to the Metropolitan Transportation Authority, whereas a caller that dials the same number from Burbank can be transferred to the Burbank Media District Shuttle. Flexibility in call routing can be pre-established depending on the originating area code, prefix, service area or a combination of these variables.

After a caller is routed, (based on the predetermined geographic boundaries), an automated menu or live operator can further define the services needed by the caller. The range of options available through this system is tremendous. Local agencies can have the control and flexibility to determine how to create information services that best fulfill the needs of their customers. Some options include:

selecting which languages best represent potential callers

developing a transportation information framework within a specified region (i.e. available modes, subject categories, or other factors)

using either live or automated operators

Since 1-800-COMMUTE represents a call to action, a method to document usage will be provided. Components to monitor, evaluate, and refine the system will include:

demographic segmentation of callers

tracking callers based on geographic characteristics

identifying call volumes and average call lengths

establishing caller database (for future follow-up)

making financial evaluations such as: marketing dollars expended per call or per placement, and similar financial measurements

The database created through the monitoring and evaluation system will make possible detailed marketing analysis. Likewise, based on a predetermined caller panel, attitudinal and behavioral information can be obtained (i.e., why commuters try or don't try a particular mode). The bottom line goal of this type of analysis: to ascertain if the overall marketing effort is succeeding in getting potential users to "trial and sample" new services.

800 telephone numbers or other information mediums do not represent a new tool that will solve the transportation and air quality dilemmas facing California. However, a marketing tool that better informs the public about commuting options represents an inexpensive opportunity to capture new system users. And implementation can occur almost immediately. After all, only individuals who know about alternative modes will use them. A "one-stop" transportation information network disseminating multi-modal, multi-jurisdiction information will provide the convenience that consumers demand. 1-800-COMMUTE appears to be a step in the right direction.