Barclays Cycle Hire customer satisfaction and usage survey

Barclays Cycle Hire customer satisfaction and usage survey: Wave 4 Members Only Results September 2012 Debbie Shuttlewood Fiona Moss

2 Today's presentation. . . 1. Survey methodology 2. Key findings 3. Key measures 4. Customer journey 5. Drivers of satisfaction 6. Attitudes and behaviours

3 1. Survey methodology

4 Methodology and approach § 2, 526 interviews completed online § 11 -28 June 2012 § 29, 927 invites sent - response rate of 8. 4% § Active only members invited to take part i. e. those who have hired a bicycle § Sample was taken from Tf. L’s database of registered users § Data is unweighted

5 2. Key findings

6 Satisfaction continues to rise Satisfaction now back to wave 1 levels as members become familiar with scheme and issues around membership keys are resolved Wave 1 Satisfaction 70 July 2010 Decline in satisfaction as ‘novelty factor’ wears off and tolerance of initial teething problems declines July 2011 Wave 2 Satisfaction 63 October 2011 June 2012 Wave 4 Satisfaction 70 Wave 3 Satisfaction 68 Stable or improving scores show that remedial action to improve the BCH experience is taking effect

7 Key headlines § Overall satisfaction and advocacy have increased. . . § back to wave 1 levels § Satisfaction with all touchpoints has improved or remained the same as last wave § Satisfaction with ease of using the membership key - most improved touchpoint again this wave § Also the top performing touchpoint alongside the call centre § The availability of free docking points and availability of bicycles at docking stations are bottom performing touchpoints again despite increases in mean scores § Members are positive about cycling being enjoyable and good for rush hour journeys § But less positive about cycling in London, its safety and facilities

8 Where to focus improvements § The actual bicycles and the ease of using the membership key have the biggest impact on overall satisfaction § BUT these perform well and therefore need to be maintained not improved § The availability of bicycles at docking stations is a priority improvement area § Availability of free docking points is also important § Availability of bicycles § Availability of docking points Improve Overall satisfaction Maintain § Bicycles § Ease of use of membership key

9 3. Key measures

10 Overall satisfaction has improved and is now at wave 1 levels Q Taking everything into account, how satisfied are you with your overall experience of Barclays Cycle Hire? Casuals Members Wave 1 Mean score 70 Wave 2 69 Mean score 63 Wave 3 Mean score 68 Wave 4 85* Mean score 70 53% who cycle at least once a week are satisfied (scored 8, 9 or 10 out of 10) Base: All members: W 1: 3, 754; W 2: 2, 652; W 3: 947; W 4: 2, 526 *Source: SPA

11 Advocacy has remained stable since wave 3 Q How likely would you be to recommend Barclays Cycle Hire to friends or family Wave 1 Casuals Members Wave 2 Wave 3 Wave 4 89* 78 Mean score 80 Mean score 75 Mean score 80 Mean score 81 75% who use BCH at least once a week would recommend Weekday and weekend users are equally likely to recommend (68% and 69%) Base: All members: W 1: 3, 754; W 2: 2, 652; W 3: 947; W 4: 2, 526 *Source: SPA

Members who are satisfied with Vf. M are significantly more likely to be satisfied with BCH overall and to recommend the scheme to others Overall satisfaction Dissatisfied with Vf. M Satisfied with Vf. M Likelihood to recommend Dissatisfied with Vf. M Base: All members who are satisfied with vfm (1, 896); dissatisfied with vfm (113) Satisfied with Vf. M 12

13 Value for money mean score is steadily increasing Q How satisfied are you with the value for money to you of using Barclays Cycle Hire? Wave 1 81 Wave 2 Wave 3 Wave 4 Mean scores 80 82 83 (Asked of 288 who rated 0 -6) Q Why do you say you are not satisfied with the value for money of Barclays Cycle Hire? (Mentions above 6%) Too expensive Poor availability of bikes Don’t use enough Overcharged DS are usually full Not enough coverage/ north/ south DS hard to find 30 minutes isn’t long enough Happy with pricing Quality of the bikes is not good Problems at DS Base: All members: W 1: 3, 754, W 2: 2, 652, W 3: 947, W 4: 2, 526; all who are not satisfied with the value for money of BCH: W 4: 288

14 4. Customer journey

Mean satisfaction with information on how BCH works is steadily increasing after wave 2 drop Q How satisfied are you with the information on how Barclays Cycle Hire works? Wave 1 Wave 2 Wave 3 Wave 4 Mean scores 74 71 72 73 (Asked of 621 rating 0 -6) Q Why do you say you are not satisfied with the information you have obtained or received on BCH? (Mentions above 16%) It didn't answer all my questions Lack of info about docking or undocking bicycles The website didn't give up to the minute information of Bicycle availability It was hard to understand how much using Barclays Cycle Hire would cost The website was unclear/ not user friendly The account details webpages were unclear/ not user friendly It wasn't that clear from the maps at the terminal where the docking stations are The information didn't make it clear that all membership keys would be activated at the same time Base: All members: W 1: 3, 754, W 2: 2, 652, W 3: 947; W 4: 2, 526 all who are not satisfied with information on how BCH works: W 4: 621 15

16 Website ratings have been increasing since wave 2 Q Thinking specifically about the Barclays Cycle Hire website, how satisfied are you with. . . ? The ease of understanding information provided on the website The ease of logging in and checking your membership account information Wave 1 Wave 2 Wave 3 Wave 4 Wave 1 The ease of finding information on the website Wave 2 Wave 3 Wave 4 Base: All members: W 1: 3, 754, W 2: 2, 652, W 3: 947, W 4: 2, 526

17 Significant increase in usefulness of BCH emails Q How useful is the information contained in the emails you receive from Barclays Cycle Hire? Wave 1 Wave 2 Wave 3 Wave 4 Base: All members: W 1: 3, 754, W 2: 2, 652, W 3: 947, W 4: 2, 526

18 Satisfaction with registration is back to wave 1 levels but the process remains time consuming Q How satisfied are you with the process of registering as a member overall, on a scale from 0 to 10 where 10 is extremely satisfied and 0 is extremely dissatisfied? (Asked of 68 rating 0 -6) Wave 1 Wave 2 Wave 3 Wave 4 Q Why do you say you are not satisfied with the information you have obtained or received on BCH? (Mentions above 10%) Mean scores 74 71 72 74 Base: All members: W 1: 3, 754, W 2: 2, 652, W 3: 947, W 4: all who registered since Jan 2012: 300; all who are not satisfied with information on how BCH works: 68

19 Significant increase in satisfaction with terminals, but maps remain a problem Q How satisfied are you with the information panels, print outs, screens and ease of using the terminals? Wave 2 67 Wave 3 Wave 4 Mean scores 65 69 (Asked of 762 rating 0 -6) Q Why do you say you are not satisfied with the terminals? (Mentions over 6%) It was not easy to use the maps at the terminals It was not easy to understand how the terminal screens worked Balance, usage cost and access period enquiries on terminal was unclear I was not able to get a print out of the information I wanted from the terminal Technical problems/ terminals/screens not working Information on tariffs provided at the terminal was not clear Problems with maps Lack of information/ instructions Software/screen/ terminal/too slow to use Cumbersome/overly complicated process/too many steps/time consuming Base: W 2: 2, 652; W 3: 947, W 4: 2, 526; all users who are not satisfied with the terminals: 762

Proportion satisfied with availability of bicycles has significantly increased; smaller proportion of dissatisfied members with availability Q How satisfied are you with the availability of bicycles at docking stations? Wave 1 Wave 2 Wave 3 Wave 4 Core Mean scores 54 52 53 56 55 20 Q How satisfied are you with the availability of free docking points to return bicycles at docking stations? * Wave 1 Wave 2 Wave 3 Wave 4 Core Mean scores 49 31% of Eastern Extension residents are satisfied vs 19% of Core Zone residents Base: All members: W 1: 3, 754, W 2: 2, 652, W 3: 947, W 4: 2526 49 50 52 52 28% of Eastern Extension residents are satisfied vs 18% of Core Zone residents *Asked as “Availability of empty docking points to return bicycles” in wave 1

Lack of availability of free spaces and lack of bicycles at DS are main reasons for DS satisfaction Q Why do you say you are not satisfied with availability at the docking stations? (Mentions above 9%) DS I want to return a bicycle to are often full Sometimes no bicycles available at DS I want to use Often no bicycles available at DS I want to use DS I want to return a bicycle to sometimes full DS not in convenient locations Don't know where to find alternative DS DS I want to return a bicycle to always full Base: All who are not satisfied with the availability of free docking points and/or availability of bicycles: W 4: 1, 897 21

About half think availability of bicycles and docking points has stayed the same… Q Thinking specifically about the following areas, generally would you say things have improved, stayed the same or got worse The availability of bicycles at docking stations n/a Got worse (3%) Improved (24%) (20%) 25% who use BCH at least once a week say availability of bicycles has improved (53%) Stayed the same The availability of free docking points n/a Got worse 26% of weekday users and 16% of weekend users say availability of free docking points has got worse Base: All members: W 3: 947 (in brackets); W 4: 2, 526 (27%) Improved (3%) (18%) (52%) Stayed the same 22

In the last month less than a quarter have always found a bicycle at their first choice of docking station 2, 184 members attempted to hire a bike in the last month Q On how many of these occasions have you failed to find an available bicycle at your first choice of docking station? 11 -20 0 6 -10 3 -5 Q The last time you failed to find an available bicycle at your first choice of docking station, what did you do next? 21+ 1 -2 Base: All members: W 4: 2, 526; all who hired a bicycle in the last month: 2, 184; all who failed to find a bicycle at first choice of DS: 1, 696 23

24 In the last month nearly one-in-five have not hired a bicycle successfully Q How many times in the last month have you successfully hired a bicycle using the Barclays Cycle Hire Scheme? 21+ Q On how many of these occasions have you failed to find an available space to return the bicycle at your first choice of docking station? 11 -20 0 21+ 6 -10 1 -2 0 11 -20 3 -5 6 -10 16% of weekday users have not hired successfully in the last month 1 -2 34% of weekend users have never failed to find a space Base: All members: W 4: 2, 526; all who successfully hired a bicycle in the last month: 2, 104

The majority of users have a second docking station in mind when their first choice of DS is full Q The last time you failed to find an available space at your first choice of docking station, what did you do next? I went straight to another docking station that I knew Used an app on my phone to find a space at another DS Looked at the terminal to find the nearest alternative docking station Used the 15 minutes of free time to go to another DS Called the Contact centre Other Base: All who have failed to find a space at their first choice docking station: W 4: 1, 580 25

Half of members know how to get additional time when docking stations are full Q Were you aware that you can get 15 minutes additional time, at no extra cost, if a docking station is full and you are unable to dock a bicycle? 54% who use BCH at least once a week know how to do this Only 40% who use BCH less than once a week know how to do this Base: All members: W 3: 947, W 4: 2, 526 (wave 3 in brackets) 26

27 Satisfaction scores are higher for most frequent trip Q Still thinking specifically about this most recent trip using Barclays Cycle Hire, how satisfied are you with the following on a scale of 0 to 10 where 10 is extremely satisfied and 0 is extremely dissatisfied? The number of bicycles available to hire at docking stations Wave 3 Wave 4 66 68 The number of available spaces to return bicycles at docking stations Wave 3 Mean score 59% of Eastern Extension residents are satisfied vs 45% of Core Zone residents Wave 4 Mean score 63 Significantly higher satisfaction with number of bicycles available rather than number of spaces Base: All members: W 3: 947, W 4: 2, 526 65 56% of Eastern Extension residents are satisfied vs 47% of Core Zone residents

Satisfaction with most recent trip is high and availability of bicycles is the main reason Q How satisfied are you with the overall experience of using Barclays Cycle Hire for this particular trip? Q Thinking about this last time using Barclays Cycle Hire what was Wave 4 particularly good about your experience? Mentions above 6% Mean scores 76 Availability of bicycles (at docking stations) Availability of space at docking stations (space to park/return bike) Faster than other methods of transport/ saves time Condition of the bicycle/well maintained Easy to use Being outside/fresh air /enjoying the weather Convenience/useful Cycle/Docking stations are in good locations/ easy to find Base: All members: W 4: 2, 526 28

Reason for dissatisfaction with most recent trip is because of a lack of docking points Q How satisfied are you with the overall experience of using Barclays Cycle Hire for this particular trip? Wave 4 Mean scores 76 Q And what was particularly bad about your experience? (Mentions above 2%) Lack of spaces/docking bays/docking stations full Traffic/too much heavy traffic/road danger/ inconsiderate road users Lack of bicycles/empty docking station Poor weather Docking stations aren't working properly/hard to dock/ undock bike Problems with bicycles Problems with gears Bikes are too heavy/ need to be lighter Damage to bicycles Poor/inconvenient locations/lack of docking stations in desired area Key did not work Base: All members: W 4: 2, 526 29

30 Significant growth in satisfaction with general maintenance and working condition of docking stations but the main issue is that docking stations don’t always work Q How satisfied are you with the working condition and general maintenance of the docking stations overall? (Asked of 563 rating 0 -6) Q Why do you say you are not satisfied with the working Wave 2 Wave 3 Wave 4 conditions and general maintenance of the docking Mean scores stations? (Mentions above 1%) 67 70 74 Docking stations do not always work Found it difficult to undock the bicycle Found it difficult to dock the bicycle back 12% who use BCH less often than once a week are dissatisfied Broken/faulty bikes/bikes with red lights/not fixed quickly enough Docking stations are often untidy/unclean Docking station/points closed/not working Problems with keys Problems with card payments Base: All members: W 2: 2, 652 W 3: 947, W 4: 2, 526 all who are not satisfied with the working condition and general maintenance: 563

Satisfaction with ease of using the membership key has improved significantly again but reliability is still an issue Q And how satisfied are you with the ease of using the membership key to access a bicycle? Wave 1 Wave 2 Wave 3 Wave 4 Mean scores 79 64 73 78 70% of weekday users are satisfied (Asked of 501 rating 0 -6) Q Why do you say you are not satisfied with the ease of using the membership key to access a bicycle? (Mentions above 1%) I cannot rely on my key to work when I want to access a bicycle My key had to be replaced My key does not work at any docking station Slow/takes too long Keys are poorly designed/bulky/faulty/ poor quality/fall apart/ break easily Unreliable/doesn't always work/e. g. at peak times Base: All members: W 1: 3, 754, W 2: 2, 652 W 3: 947, W 4: 2, 526 : all who are not satisfied with the ease of using the membership key: W 4: 501 31

Two thirds think their membership key working at the docking point has stayed the same Q Thinking specifically about the following areas, generally would you say things have improved, stayed the same or got worse Your membership key working at a docking point 26% of weekday and 21% of weekend users say the membership key working has improved n/a Got worse (11%) (3%) Improved (32%) My key tag did not work, even though my account was current, and the call centre was shut, so I could not call to fix the problem. Therefore, I had to buy access as a non-member. (54%) Stayed the same Base: All members: W 3: 947 (in brackets); W 4: 2, 526 On this occasion my key did not work, I walked to another station on the other side of Euston Road and it still did not work. I had to phone and get them to reactivate it. It made me late for work and was very annoying. 32

33 Satisfaction with bicycles is steady: fewer than half satisfied with BCH bicycles, mainly because they are too heavy Q In general how satisfied are you with the bicycles you have hired through Barclays Cycle Hire? Wave 1 75 Wave 2 Wave 3 Wave 4 Mean scores 72 72 72 (Asked of 677 rating 0 -6) Q Why do you say you not satisfied with the bicycles? (Mentions above 8%) Bicycles are too heavy Problems with gears Bicycles not well maintained Problems with bell Problems with the brakes Problems with the saddle I’m not happy with the basket The bicycles are not comfortable They are difficult to ride Are not clean/in poor condition There are problems with the tyres/punctures Low gearing - I could have gone a lot faster with a higher gear. Danger from the roads - I was cycling alongside heavy traffic, and this is harder when you have to go slowly on a bike like the hire bikes. Base: All members: W 1: 3, 754, W 2: 2, 652, W 3: 947, W 4: 2, 526; all who are not satisfied with the bicycles: W 4: 677

Significantly fewer have contacted the BCH contact centre in the last two months compared to last wave Q Thinking about the last time you contacted the centre, what was the reason or reasons? (Mentions above 1%) Problem with membership key To report a problem with a docking station 37% have contacted the Barclays Cycle Hire contact centre in the last 2 months Payment query To complain To make a query about a refund To buy access To chase on an existing query Query about docking station location To register as a member Base: All members: W 4: 2, 526; all who have contacted the contact centre: 932 *Source: Tf. L – BCH registered complaints Complaints received in 2012 (1, 624 in total): Docking station 22% Disputed charge 11% Docking point 8% Cycle 6% Account closure 4% Refund 4% Access key related 4% 34

35 Contact centre satisfaction continues to improve significantly Q And still thinking about the last time you contacted the centre how satisfied were you with the service that you received? Wave 2 Wave 3 Wave 4 Mean scores 55 66 74 (Asked of 224 rating 0 -6) Q And why do you say you are not satisfied with the contact centre? (Mentions above 5%) They did not resolve my issue I could not get through/ had to call several times to speak with someone Staff did not seem knowledgeable Staff were not helpful They did not have the information I needed The information provided was not accurate No response/response time too long Staff did not take me seriously Base: All members who have contacted the contact centre: W 2: 1, 314, W 3: 525; W 4: 932 all who are not satisfied with the service received: 224

36 5. Drivers of satisfaction

37 Overall satisfaction: bicycles and membership key have the largest impact Total impact on overall satisfaction 2. 0% Bicycles you have hired through BCH Ease of using the membership key to access a bicycle 2. 0% Availability of bicycles at docking stations 1. 4% Working condition and general maintenance of the docking stations 1. 3% Information on how BCH works 1. 3% Availability of free docking points 1. 0% Service received last time contacted the centre Process of registering as a member overall The number of bicycles available to hire at docking stations (last trip) Information panels, print outs, screens and ease of using the terminals Website The number of available spaces to return bicycles at docking stations (last trip) “Barriers” indicate where a touchpoint is a hygiene factor (getting it wrong will dissatisfy users; getting it right will not delight users); “drivers” indicate where it will delight users. Tf. L might consider looking at membership keys and contact centre performance as these are mainly “barriers”. The impact on overall satisfaction refers to the % increase in the mean overall satisfaction score based on a simulated 10% increase in the mean score of a particular driver 0. 3% 0. 1%

Overall satisfaction: availability of bicycles and free docking points are the main priorities for improvement for members Impact versus performance quadrants: a guide to interpretation Impact Average performance (all touchpoints combined) Top improvement priority: Poor performance in an area of high impact on customer opinion Priority maintenance area: Strong performance in an area of high impact on customer opinion Second improvement priority: Poor performance in an area of low impact on customer opinion Secondary maintenance area: Strong performance in an area of low impact on customer opinion Impact Performance Average impact (all touchpoints combined) Performance 38

39 6. Attitudes and behaviours

40 Eight in ten agree cycling is enjoyable Q To what extent do you agree or disagree with the following statements about cycling in general …? Wave 3 Cycling is enjoyable 77% 2% Cycling is good for rush hour journeys 49% 14% Barclays Cycle Hire has helped to make cycling in London safer London is a city for cycling 23% Cycling is a safe way of getting about 16% There are good facilities for cyclists in London 16% 30% It was great to get exercise, enjoy the good weather and see the city. Travelling during heavy congestion means I feel like I'm going faster than the cars and buses, and I also feel safer because the cars are travelling slowly. Base: All members: W 1: 3, 754, W 2: 2, 652, W 3: 947, W 4: 2, 526 34% 29%

41 Two thirds use BCH at least once a week Q Typically how often do you use the following to get around London? At least once a week % W 4 Walking Underground BCH Bicycle Bus Train Own bicycle Car/van Base: All members: W 4: 2, 526 W 3 W 2 W 1

42 Commuting remains most frequent with BCH Q And how frequently do you make each of the following type of trips using Barclays Cycle Hire? Commuting to or from work Leisure At least once a week: W 1 26% W 2 26% W 3 26% W 4 27% At least once a week: W 1 57% W 2 45% W 3 52% W 4 49% Personal business Socialising At least once a week: W 1 22% W 2 24% W 3 26% W 4 27% Base: All members: W 4: 2, 526 At least once a week: W 1 23% W 2 23% W 3 25% W 4 27%

43 Travelling to/from place of education remains least frequent with BCH Q And how frequently do you make each of the following type of trips using Barclays Cycle Hire? Visiting/ meeting friends/ relatives At least once a week: W 1 24% W 2 21% W 3 23% W 4 24% Employer’s business At least once a week: W 1 18% W 2 15% W 3 15% W 4 14% Base: All members: W 4: 2, 526 Shopping At least once a week: W 1 21% W 2 16% W 3 18% W 4 17% Travelling to/from a place of education At least once a week: W 1 5% W 2 6% W 3 7% W 4 7%

44 The majority use BCH to travel their whole journey Q Did you use the Barclays Cycle Hire bicycle. . . ? Q What other methods of transport did you use on this journey? Base: All members: W 4: 2, 526; All who used BCH as part of a longer journey: 1, 008

45 Most popular reason for choosing BCH is to reduce their journey time Q Why did you choose to make this trip using a BCH bicycle/the part of the journey you made using BCH? And which of these was the main reason? I had a very thorough workout, avoided traffic jams and overtook some people on decent bikes. Plus I just hopped off it when I got to my destination, no messing about with locks. Convenient, quick travel. Great for getting around if I’m going to meet friends / family for dinner and don’t want to (or can’t) take my own bike. Base: All members who have not made the trip before using another mode of transport or prior to BCH was introduced: W 4: 438

46 Most users travel alone and are either residents or workers in London Q How many people made this trip/part of the journey using a BCH with you (i. e. Also hired a bicycle and travelled with you) Base: All members: W 4: 2, 526

47 Nearly half did not cycle before BCH was introduced Q Did Barclays Cycle hire prompt you to start cycling/start cycling more in London? Wave 4 Wave 3 Yes, prompted me to start cycling Base: All members: W 4: 2, 526 Yes, prompted me to start cycling more No Don’t know

48 Thank you

49 7. Appendix

50 How we report satisfaction Throughout this survey, satisfaction is asked on a 0 -10 scale, where 10 is extremely satisfied and 0 is extremely dissatisfied Q How satisfied are you with xxx on a scale from 0 to 10? Extremely satisfied (10) Satisfaction scores are broken down into three ‘boxes’ to distinguish between those who are satisfied, dissatisfied and in the middle The ‘top box’ includes those who are very satisfied – i. e. those giving answers of 8 or 10. The ‘middle box’ respondents are those saying 5 -7 the ‘bottom box’ comprises those who are dissatisfied – i. e. those saying 0 -4 Extremely dissatisfied (0) or Indicates significant change in mean score since previous wave

51 Who are your members? Key demographics • More likely to be aged between 2544 (60%) • Almost eight-in-ten (77%) are men • 72% live in London, 20% in the South East • 9 in 10 working (92%) (mostly full time) Frequency of use • At least once a week 65% • Less often than once a week 35% Typical time of use • Weekday 80% • Weekends 20% Reason for using BCH Commuting to/from work On employer's business Travelling to/from a place of education Shopping Visiting/meeting friends or relatives Personal business Leisure Socialising Base: All members: 2, 526 Place of residence London 42% 6% 4% 3% 7% 9% 18% 8% South East 70% 11% 1% 2% 2% 6% 6% 2% Rest of UK 58% 10% 1% 2% 4% 11% 5%

BCH website remains the main source of information but the docking station is becoming increasingly popular Q From where did you get information on how Barclays Cycle Hire works? Website From a friend/ colleague Terminal at the docking station Newspapers/press Leaflet Advertising Email Mobile phone app A roadshow From a volunteer who was helping out with the scheme* Base: All members: W 1: 3, 754, W 2: 2, 652, W 3: 947, W 4: 2, 526 *Previous Q – “…at scheme launch” 52

Three-fifths intend to renew membership; less than one-in -ten say they will not Q Thinking about your membership, are you intending to renew your membership when it runs out? Wave 3 Slight decrease in proportion who will renew manually Slight increase in proportion who will auto-renew Base: W 3: 947, W 4: 2, 526 Wave 4 53

Top drivers of satisfaction and recommendation are the same (although the order is slightly different) Five touchpoints have above average impact on overall satisfaction and recommendation (in order of impact; i. e. bicycles hired through BCH has the largest impact on both): Satisfaction Bicycles you have hired through BCH Recommendation Working condition and general maintenance of DS Ease of use of the membership key Information on how BCH works Availability of bicycles at docking stations Bicycles you have hired through BCH Working condition and general maintenance of DS Information on how BCH works Indicates increase in mean sat score vs last wave Ease of use of the membership key Availability of bicycles at docking stations Priority area for improvement for satisfaction and recommendation as performance remains below average compared to the other touchpoints Indicates no change in mean sat score vs last wave 54

55 Recommendation: Condition of docking stations and information on how BCH works have biggest impact Total impact on recommendation Working condition and general maintenance of the docking stations 1. 8% Information on how BCH works 1. 8% Bicycles you have hired through BCH 1. 6% Ease of using the membership key to access a bicycle 1. 6% Availability of bicycles at docking stations 0. 9% Availability of free docking points to return bicycles at docking stations Number of bicycles available to hire at docking stations (last trip) 0. 7% 0. 3% Website 0. 3% Number of available spaces to return bicycles at docking stations (last trip) 0. 3% Service received last time you contacted the centre 0. 2% Info panels, print outs, screens and ease of using the terminals 0. 1% Process of registering as a member overall 0. 1% The impact on recommendation refers to the % increase in the mean recommendation score based on a simulated 10% increase in the mean score of a particular driver

Recommendation: availability of bicycles at DS is the main priority area for improvement for members Impact versus performance quadrants: a guide to interpretation Impact Average performance (all touchpoints combined) Top improvement priority: Poor performance in an area of high impact on customer opinion Priority maintenance area: Strong performance in an area of high impact on customer opinion Second improvement priority: Poor performance in an area of low impact on customer opinion Secondary maintenance area: Strong performance in an area of low impact on customer opinion Impact Performance Average impact (all touchpoints combined) Performance 56

57 Where to focus improvements Satisfaction § The actual bicycles and the ease of using the membership key have the biggest impact on overall satisfaction § BUT these perform well and therefore need to be maintained not improved § The availability of bicycles at docking stations is the only priority improvement area § It is the second worst performing touchpoint BUT has higher than average impact on satisfaction § Availability of free docking points is still important § It is the worst performing touchpoint and its impact on satisfaction is only just above average Recommendation § The working condition and general maintenance of the docking stations and information on how BCH works have the biggest impact on overall recommendation § Strong performance here means the focus should be maintenance of scores § There are no priority improvement areas for recommendation BUT care should be taken with availability of bicycles at docking stations

58 First contact resolution has improved Q Has your query been resolved now? Q Was your query resolved the first time you contacted the centre? No (43%) Don’t know (12%) Yes (57%) No (26%) Yes (63%) Q How many times have you had to contact the centre to resolve your query? More than five times (9%) Between three and five times (27%) Once (19%) Twice (45%) Q Did you request a call back from the contact centre? No, not needed (1%) Don’t know Yes (40%) No (54%) Q Did you receive a call back from the contact centre? Yes (35%) No, but I should have received a call back (64%) Base: All members who have contacted the contact centre: 932; all whose query was not resolved first time: 276; all who requested a call back: 276; all who received a call back: 68 (Wave 3 in brackets)

59 One third think call centre responsiveness has stayed the same Q Thinking specifically about the following areas, generally would you say things have improved, stayed the same or got worse Call centre responsiveness (i. e. not setting up a call back) Improved (8%) (40%) n/a Stayed the same The first terminal had no paper to print a release code on. Upon phoning up we were given no help in trying to get a bike other than being told to use another terminal. No indication was given that the problem would be fixed. (46%) (6%) Got worse 4% of weekend users think call centre responsiveness has got worse Base: All members: W 3: 947 (in brackets); W 4: 2, 526

60 One quarter do not have a bicycle in their household Q How many bicycles are owned and available for use in your household? Base: All members: W 1: 3, 754, W 2: 2, 652, W 3: 947, Wave 4: 2, 526

One in twenty have bought a bicycle as a result of the scheme Q Have you done any of the following as a result of the introduction of the Barclays Cycle Hire? 14% of weekday users have increased the amount they cycle on their own bicycle since the introduction of BCH Base: All members: W 2: 2, 652, W 3: 947, W 4: 2, 526 61

62 Only one in ten do not intend to renew Q Thinking about your membership, are you intending to renew your membership when it runs out? (Asked of 195 not intending to renew) Q Why are you not intending to renew your membership when it runs out? (Mentions above 9%) 59% intend to renew their membership (61% in Wave 3) Poor availability of spaces at docking station Poor availability of bikes 8% do NOT intend to renew their membership (6% in Wave 3) Planning on moving/ leaving London Brought/using my own bicycle Base: All members: W 3: 947, W 4: 2, 526

63 4 in 5 (80%) agree that BCH makes a positive contribution to London Q To what extent do you agree or disagree with the following statements about cycling in general? Barclays Cycle Hire makes a positive contribution to London Base: All members: W 1: 3, 754, W 2: 2, 652, W 3: 947, W 4: 2, 526

64 Members: Majority of users are working, white males Gender Age Ethnicity Region Working status Base: All members: W 4: 2, 526

Over half of BCH users have a household income of over £ 50, 000 Q Please indicate your approximate annual household income, before tax and other deductions Up to £ 10 k Up to £ 5, 000 £ 5, 001 - £ 10, 000 £ 10 k-£ 25 k £ 10, 001 - £ 15, 000 £ 15, 001 - £ 20, 000 £ 20, 001 - £ 25, 000 £ 25 k-£ 50 k £ 25, 001 - £ 30, 000 £ 30, 001 - £ 40, 000 £ 40, 001 - £ 50, 000 £ 50 k+ £ 50, 001 - £ 75, 000 More than £ 75, 000 Prefer not to say Base: All members: W 4: 2, 526 65

66 Frequency of most frequent trip Q How frequently do you make this trip? Using the Cycle Hire Scheme to travel all the way Using the Cycle Hire Scheme as part of a longer journey By a different mode of transport (all using BCH to travel all the way) By a different mode of transport (all using BCH as part of a longer journey) Base: All members: 2, 526, all who travelled all of the way with BCH (1, 517); and part of the way with BCH (1, 008)

67 Before using BCH most would typically have walked the same journey Q Before you joined the Barclays Cycle Hire Scheme, how would you typically have made this trip/the part of the journey you made using Barclays Cycle Hire? Walking Underground/tube Bus Own bicycle DLR Train Black cab/taxi Car/Van Motorbike I did not make this trip before joining the BCH scheme Base: All members who registered since the start of 2012 and sometimes use another mode of transport : W 4: 261

68 Most switched to BCH because it's quicker and healthier Q Why did you switch from travelling by. . . to using a Cycle Hire bicycle for this trip/the part of the journey you made using BCH? And which of these was the main reason? Base: All members who registered since the start of 2012 and sometimes use a different mode of transport: W 4: 256

69 Commuting is most frequent reason for using BCH Q And which type of trip do you make most frequently using Barclays Cycle Hire? Commuting to/from work Leisure Personal business Socialising On employer’s business Visiting/meeting friends or relatives Shopping Travelling to/from a place of education Other Base: All members: W 4: 2, 526

70 Wednesday to Friday most likely days to make a BCH trip Q On which day of the week did you make this trip? Sunday Saturday Q And at what time of day did you start this trip? Before 7 am Monday Tuesday 7 am to 10 am to 4 pm Friday 4 pm to 7 pm Wednesday 7 pm to 10 pm Thursday After 10 pm Weekday: 80% (81%) Weekend: 20% (19%) Base: All members: W 4: 947, W 4: 2, 526 (wave 3 in brackets) Peak: 58% (61%) Off peak: 42% (39%)

Only a minority of BCH members hire a bicycle past the free 30 minute period Q How long did you hire the bicycle for on this trip? Up to 10 minutes Q In the past week, on how many days have you completed 30 minutes or more of physical activity None 1 day Up to 20 minutes 2 days Up to half an hour 3 days 30 -45 minutes Over 45 minutes to an hour 4 days 5 days 6 days Over an hour 7 days Base: All members: W 4: 2, 526 71