Customer satisfaction and the role of social media

Transcription

1 Customer satisfaction and the role of social media Emilija Erent, DARS Mojca Bergauer, DARS 3 rd annual ASECAP Marketing Workshop Rome, 5 th February 2016

2 Content 1. Measuring satisfaction with motorways in Slovenia 2. The use of DARS social media

3 Method Satisfaction Index Measuring satisfaction from 2009 New methodology from 2014 Change of methodology ,62 3,34 3,35 3,4 3,41 3,53 3,67 3, ,6 77, mar jun sep dec may dec may apr apr apr n = 710 CATI n = CATI n = CATI n = CATI n = CATI n = CATI + face-to-face n = CATI + face-to-face n = Selfinterviews n = CATI n = CATI

4 Sample in 2015 reflects the actual traffic on Slovenian motorways Quotas for domestic / foreign drivers and light / heavy vehicles Pre-defined quotas according to internal DARS data: 100 % All drivers 55 % Heavy vehicles 45 % Light vehicles 35 % 65 % 53 % 47 % Domestic Foreign Domestic Foreign

5 Increased satisfaction with all factors in 2015 compared to 2014

6 Foreign drivers are more satisfied with Slovenian motorways General satisfaction with Slovenian motorways: Average 3,2 3,5 4,3 4,1

7 Who are regular users of Slovenian motorways? Gender: EUROemisson class: Average drivers age: Average number of vehicle km per year: 49 years 53 years Number of axes: km / km km

8 Traffic ways of domestic drivers of heavy vehicles Starting point: Final destination: 22% Slovenia Slovenija 22% Most of domestic drivers of heavy vehicles start their journey in Slovenia 84% Slovenia Slovenija 13% Italy Italija 13 % 10% Austria Avstrija 10% 9% Germany Nemčija 9% 5% Serbia Srbija 5% 3% Croatia Hrvaška 3% 4% Italy Italija Ukrajina 3% Ukraine 3% 4% Nemčija Španija 3% Spain 3% 3% Austria Avstrija BiH 3% BiH 2% 2% Croatia Hrvaška Francija 2% France 2% Madžarska Madžarska 1% BiH Slovaška 0,3% Srbija Francija Slovaška drugo 11% Others 11% 4% Germany Domestic drivers of heavy vehicles drive 52 % of all their journeys outside Slovenia Average length per journey is 980 km; for journey Slovenia Slovenia: 356 km, for journey Slovenia outside Slovenia: km

9 Traffic ways of foreign drivers of heavy vehicles Starting point: Final destination: 19% 19% Italy Italija 18% 18% Madžarska Hungary 16% 16% Romania Romunija 11% Poland Poljska 10% Croatia Hrvaška 5% 5% Serbia Srbija 4% Austria Avstrija 4% Slovakia Slovaška 3% Germany Nemčija 3% BiH BiH 2% Bolgarija Slovenija Ukrajina Španija 3% Others drugo: Italija 43% Italy 1% Germany Nemčija 1% 1% Croatia Hrvaška 3% Romunija 4% Romania 4% Slovenija 0,4% Slovenia 0,4% Madžarska 4% Hungary3% Španija 2% Poland Poljska 2% Ukrajina 2% Ukraine 2% Srbija 1% Avstrija 1% Slovaška 1% BiH 0,2% Bolgarija 0,2% 1% Others drugo 1% Foreign drivers of heavy vehicles most often start their journey in Italy, Hungary and Romania, followed by Poland and Croatia Italy is final destination for most of foreign drivers of heavy vehicles from various starting countries Average length per journey is km

10 What factors are more important for particular socio-demographic group? REST AREAS are more important to: men, drivers between 35 and 64 years and employed SIGNAGE is more important to: women, retired TRAFFIC FLOW is more important to: women

11 Who are more satistfied drivers? Men and drivers between 35 and 64 years are more satisfied with QUALITY OF CARRIAGEWAY Women are more satisfied with NUMBER OF REST AREAS. Drivers between 35 and 64 years and employed are more satisfied with TRAFFIC FLOW AT ROADWORKS

12 Content 1. Measuring satisfaction with motorways in Slovenia 2. The use of DARS social media

13 Radio and internet are the most important sources of information How do you get information on the conditions on motorways in Slovenia? Kako pridete do informacij o stanju na avtocestah in hitrih cestah v Sloveniji? 2014* 2015 Internet internet radio National Val 202 radio ali RA station SLO1 Overhead digital signs portali on nad motorways avtocesto preko GPS naprave device prijatelj / Friend znanec druge Other radijske radio postaje** stations Other radio stations Radio SI mobilna aplikacija Mobile na telefonu application / tablici Call to Traffic information PIC (številka center 1970) Automobile Association of Slovenia AMZS Teletext teletekst Messaging Info@tel device (080 Info@tel 22 44) Others drugo I do not look for information ne iščem informacij 25% 34% 27% 13% 7% 4% 2% 4% 2% 10% 33% 28% 22% 20% 15% 12% 11% 7% 5% 4% 4% 2% 4% 8% 56% 54% 11% 4% 10% 24% 7% 6% 11% 7% 6% 1% 0,5% 3% 27% 52% 17% 15% 16% 18% 22% 7% 10% 10% 4% 5% 4% 1% 30% 8% 9% 44% 3% 2% 8% 13% 0,3% 1% 3% 2% 20% 23% 10% 40% 19% 25% 7% 9% 4% 1% 1% 2% 1% 8% 7% * Not all sources of information were asked in 2014 Episcenter I april 2015, n=1542

14 Number of users of social media in Slovenia YouTube Facebook Twitter

15 DARS social media Purpose direct, up-to-date and accurate information for users two-way communication with users Objective providing information /Traffic info and raising awareness of the users (correct and safe use of motorways) increasing the company's reputation

16 YouTube: DARS d.d. created end of 2013 average of one video per month (mainly about work on the motorways, correct and safe use of motorway) videos are linked to Facebook, Twitter and web page (

17 Facebook: Vozimo pametno created end of 2012 primarily for posting news on the correct and safe use of motorways average 15 to 20 posts per month number of likes : (on )

18 created in autumn 2012 primarily for posting traffic information average 15 posts per day (mostly traffic, some corporative) followers (as of )

19 The most popular tweet Impressions: 11,446 Link clicks: 81 Likes: 77

20 DARS social media strategy for 2016 two Twitter accounts: traffic vs. corporative Youtube Dars channel: more info on the reasons for road work and road closures, thereby increasing the understanding and tolerance of our presence on the motorways two Facebook accounts: traffic vs. corporative increasing the number of users, primarily internal public (DARS has 1,246 employees)

21 Thank you for your attention!