Enhancing the role of London Transport's telephone information service
planning - signage/information
London Transport has operated a Travel Information Call Centre (TICC) for over fifty years. The TICC, 0171 222 1234, provides 24 hour, seven day per week service with advice on routing, timetables, fares and ticketing for all public transport modes in the Greater London area. The TICC, which handles over 12 000 queries per day, is viewed as being a highly successful service and has high levels of customer satisfaction. As part of London Transport's effort to further increase public transport use and build upon the success of the Travel Information Call Centre, a series of marketing initiatives have been conducted over past two years. These include: * a French language Travel Information Call Centre; * a Travel Information Call Centre for non-English speaking London residents (for a range of other languages); * freephone links to the Call Centre in selected locations throughout London; * a pre-registered linked taxi service known as Home--Link; * Individualized Direct Marketing to Londoners through the Call Centre; * expansion of capacity and promotion of the Travel Information Call Centre. This paper describes in detail London Transport's rationale, development, implementation and experience with the first three of these initiatives. These initiatives have specifically attempted to broaden the appeal and overall market penetration of the existing Travel Information Call Centre by providing unique information access.
Bailey, G., & Keegan, M. (1999). Enhancing the role of London Transport's telephone information service. Paper from The Association for European Transport Conference held in Cambridge on 1 January 1999.