Industries | Transport
Transport
Trains, planes and automobiles...
These days, consumers have a vast choice of transport options. So how do you enhance your brand to get consumers to come on board?
Colmar Brunton has conducted many research studies for transport organisations (both public and private sector) across Australia. We have also undertaken studies in the business transportation/freight sector - giving our clients valuable intelligence into what drives consumers, in this highly competitive market.
On a basic level, we can quantify the incidence of transport usage and the degree of traveller satisfaction, while on a more in-depth level, our research can be used to:
- Support the development of effective marketing and communication strategies
- Understand the perceived consumer benefits of choosing a particular mode or transport operator
- Assess customer acceptance of indicative loyalty/discount schemes
- Consider new technology like smartcards
- Establish preferred channels and the reasons why (major interchanges, key stations, newsagents, supermarkets, customer service centres, convenience stores, online, direct debit/auto reload)
Public service operators also rely on Colmar Brunton to:
- Determine the impact certain decisions will have on low income earners, the elderly and disabled
- Gauge security concerns
- Guide the refinement of fares and ticketing policies.
In an increasingly competitive environment, many transport organisations are utilising communication programs to enhance their brand on a number of levels, including:
- Adding more dimensions to the brand, to develop the customer's relationship with the brand
- Raising the level of awareness of the new brand
- Staff 'buying-in' to the brand values, increasing their ability to deliver on brand promises.
At Colmar Brunton, our specialist research skills have helped transport operators all over Australia strengthen their ability to maintain current customers and attract new ones, as well as develop innovative new services, based on what consumers want, need and expect from today's transport providers.