Nudge and Networks - a Smarter Approach to Better Accessibility
D Halden, DHC, UK
This paper describes a pilot project for a new transport business ecosystem that is better able to capture the value of non transport benefits to fund transport investment.
This paper reviews how information and incentives managed through trusted networks can be used to improve transport profitability, reduce emissions from travel, and offer better customer experiences. The new approach seeks to develop mutually beneficial micro feedback loops for travellers, businesses and public agencies building a more integrated transport business ecosystem.
The approach builds on the experience of cross sector networking to deliver accessibility planning partnerships, using highly segmented analysis of travel markets to target interventions. In order for the new approach to be financially sustainable the value of successful delivery is captured through income streams linked to the benefits of the delivery for partners. This is achieved using a smart customer relationship management platform.
Incentives for change are linked to policy aims including:
- Economic policies e.g. Personalised information and transitional fares to support job seekers into work
- Social policies e.g. support for social aims such as more personalised travel solutions for older people to hospital
- Environmental policies e.g. by targeting people who could reduce transport emissions with transitional incentives such as lower cost travel.
The approach was piloted in Wigan in northern England where there are relatively significant problems such as: a need for regeneration, poor public health and rising obesity, growing road congestion, and declining public transport use. The smart approach has targeted local residents through their existing networks: football club season ticket supporters with matchday bus offers; company employees with travel to work ticketing offers; parking offers linked to public transport incentives; and rewards structures to maintain influence over travel choices.
A range of technologies were tested. Offers used smartphone, smartcard, barcode, magnetic swipe, and paper vouchers with users able to choose the technology they liked best for some offers. All technologies were linked to a customer relationship management portal which was used to develop a dialogue with travellers and to obtain feedback for the research.
About 25,000 people participated in the research and many of the findings will be reported in a research report in May 2011. The research was part funded by the Government's Technology Strategy Board
Association for European Transport