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Creating local partnerships

Partnerships with companies and key city stakeholders are created to provide additional services and to project a positive and dynamic image of the local transit system.

For occasional or exceptional users, it can be the association of the service with an event or need generated by a third party that is the key. For example, special services are offered outside peak hours to senior citizens, based around city life and events (markets, exhibitions, etc) to encourage travel off-peak. In this case, Veolia Transport teams up with traders and potential partners to combine tickets with entrance fees.

Promoting the key features of the transit system

Promotional actions target not only the existing riders but also the "community" associated with the transportation services offered to encourage non-users to try the service.

Actions to the wider population include "welcome packs" sent to newcomers moving into the area or specific information distributed to local employers whose workers rely on the local transportation system.

Links are forged with a variety of organizations, showing that the operator is part of the economic and social life of the local community.

Setting up communication actions and public relation activities

Communication actions focus on the way to use the services and the benefits they provide to customers. Veolia Transport believes it is important to create a personality or image for the local transportation system to build on the pride that inhabitants and riders will feel in using the services.

Advertising in newspapers, magazines and on the radio, mailing and leaflet distribution in the areas served by the transportation services usually make up the communications package.

Press Relation activities are set in the form of regular updates and frequent press releases to inform the wider population and generate positive press coverage.

Keeping regular riders loyal

Traditional marketing concentrates on attracting new customers whereas relationship marketing focuses on increasing customer loyalty. Once a customer has developed a relationship with a transit system, it is easier to maintain that relationship. It costs up to 11 times more to attract a new customer than to maintain a relationship with an existing one.

Veolia Transport has developed innovative programs to build customer relationships and loyalty. Some of the objectives of this key communication tool are to:

• Reward existing regular riders,
• Encourage greater use of the transit system by infrequent or new customers,
• Develop partnerships with well-known brands and local companies to provide added value to riders.

Loyalty programs linked to a customer database and ticketing systems provide the necessary tools to offer a customer relationship program in which customers can enroll.

The program is aimed initially at regular commuters. Through building a profile of regular commuters both the transit system and the riders can benefit from the exchange of information.

Veolia Transport teams up with some of the leading local commercial brands to bring riders specific or limited duration offers with discounts at cinemas, restaurants, book and music stores, entertainment, etc. The value-added benefits are different according to the status of the rider.

Riders are happy to know that the operator appreciates their loyalty and get significant value-added benefits ensuring a good image of the system. This shows customers that Veolia Transport pays attention to their expectations.