By Kellie Melleady, TransPro Customer Experience Lead
Three years ago, while conducting my first customer satisfaction survey onsite, I couldn’t help but think, Why aren’t we doing this online? Emailing a survey seemed faster, easier, and significantlyless expensive than being out in the field gathering feedback face-to-face.
To my surprise, those few days in the field taught me an invaluable lesson about the unique benefits of in-person intercept surveys. Unlike email surveys, which often attract respondents motivated to air grievances, face-to-face interactions capture feedback from a far more diverse cross-section of customers—those who are satisfied, neutral, or dissatisfied. Crucially, the feedback reflects the experiences of people actively using the service at that moment, on specific routes, and at various times of the day.
The impact of these real-time conversations goes beyond the data collected. Being on-site and in person allows for the observation of customer behaviors and the capture of emotional insights that online surveys frequently miss. It creates opportunities to clarify questions in the moment, ensuring more accurate responses. More importantly, it fosters personal connections, encouraging riders to share honest, nuanced feedback.
In-person surveys also reach a broader demographic, ensuring inclusivity. They give voice to those who may not have access to the internet, such as older adults, individuals with lower incomes, or those who prefer face-to-face communication. This helps create a more representative snapshot of the transit system’s diverse ridership.
What I didn’t anticipate was just how much people love to talk. Over the years, I’ve had the privilege of hearing from riderswith incredible life experiences, backgrounds, and perspectives. These moments have shown me that surveys are not just about gathering data—they’re about truly listening, understanding, and connecting. And that is something an online survey can never truly replicate.
What method do you believe is the most effective for collecting rider feedback on public transit? Take our one-question poll here.