Smaller budgets and staff
=
Meeting customers needs by allowing them do more

 Customers have a stake in the transportation system
 We can reinforce ownership by:
• Providing customers options for working with us
 How many ways can customers reach you?
 Providing information to assist them in making their own decisions

How do we organize information so that customers can easily digest?
Information must be:
 Easy to find and navigate

How do we organize information so that customers can easily digest?
Information must be:
 Easy to find and navigate
 In terms customers understand

 Use language that your customers use
 Pass through the “mom” filter
 Do customers need background to understand?

 Who is your audience(s)?
 Why do they care?
 How do they prefer to receive information?
 If multiple audiences do you need multiple messages?

Website redesign goals:
 Customer driven
 Easy to use
 Clear the clutter
 Access content in 2 clicks or less

 What content do our customers access most?
 What terms do customers use to search for content?

Narrowed content to three subject areas customers accessed most

All other content can be found in search bar and A-Z index

Regular review of analytics and search terms
 Assures we are presenting content most important to customers
 Assures we are using terms our customers use
 Allows us to adjust keywords on pages to maximize search engine optimization

Our biggest pushback?

How did we combat?
 Encourage employees to look at site from customer’s point of view
 Used analytics to inform employees how their customers were accessing their information
 Asked employees to use site for 30 days

 What are customers saying about you?
 What interests your customers?

Common themes in complaints of customers
 Address through blanket posts
 Create pro-active public education toolbox
• Infographics
• Canned posts
• Press releases

Don't assume plow drivers see you.
Their fields of vision are limited.
#iatraffic
Did you know an avg plow route is
2 hrs? If you haven't seen a plow in a while, one will be by to clear your route soon. #iatraffic
Salt isn't as effective as temps drop below 20. Colder weather means it takes longer to clear slick roads.
#iatraffic

By educating public on our processes
 They are less critical of us.
 Helps us control message.
 Solidifies our position as the experts.
 Invites conversations.
 Enhances transparency and honesty.

Information allows customers to:
 Take ownership of system.
 Make smarter decisions.

How do customers want to interact with DOT?
Bring services to customers instead of them always coming to us.

 Allows customers to control experience
 Improves customer satisfaction
 Lowers staff and administration costs

 Help customers understand they are the owners of the system
 Continue to provide opportunities to enhance pride of ownership
 Partnerships in system may help address problems we are currently tackling alone

Keep customer at fore-front of all that we do
 Who is your customer?
 Why do they care?
 How do you connect on their level?
• Customer-focused language
• Use avenues that customers prefer
 How can you make their experience with the
DOT better?