Slide
Transit Customers
Slide

Customer Personas and Journey Maps

As part of the CX Action plan, Customer Personas and Customer Journey Maps will be developed to better understand the needs of bus, train, and paratransit/dial-a-ride customers. They will also show where the system is delivering positive experiences and where improvements could be made.

 

What is a Customer Persona?

“Customer personas” are representations of different transit customers who interact with the public transportation system in Connecticut. They describe the motivations, expectations, and challenges facing different customers. Personas will allow Connecticut DOT to better understand transit customers and their needs.

 

What is a Customer Journey Map?

A “customer journey” is a visualization of all the steps that transit customers take when using public transportation, from the moment someone is planning a trip to arriving at their destination. Steps within a journey on transit may include accessing schedules, purchasing fares, boarding the bus or train, riding on the bus or train, and transferring to another service. Journey maps organize the feelings, expectations, and challenges of customers at each step in their transit journey. Journey maps show where the public transportation system is delivering positive experiences and where improvements can be made to improve the customer experience.

 

Customer Personas and Customer Journey Maps will be informed by engagement with the public, focus groups, and research into who uses the system and how. Check back soon!