The American Public Transportation Association (APTA) has declared the first Tuesday of October Customer Experience (CX) Day, and Metrolink, Southern California’s six-county regional rail provider, is celebrating alongside transit agencies around the country. Taking part in the inaugural CX Day underscores Metrolink’s dedication to customer satisfaction and an ethos that places riders at the heart of planning and operational decision-making.

“CX Day is a reminder that public transportation exists for the people it serves,” Metrolink CEO Darren Kettle said. “From resolving issues with empathy and on-the-job knowledge to pioneering new programs and innovations that improve the user experience, we work hard to anticipate and respond to the needs of our customers.”

Metrolink’s CX efforts are led by a dynamic team that includes the Customer Relations, Marketing and Communications departments, but everyone at the agency plays a crucial role in shaping the rider experience. As CEO, Kettle is a regular Metrolink user and takes pride in being easily accessible to customers and soliciting feedback from fellow travelers. To get even more employees out in the field and thinking like customers, Metrolink is implementing a new ‘Teams on Trains’ program, which will kick off later this month. The initiative is designed to build in more frequent and structured opportunities for back-office team members to spend time on the system, helping reinforce an agency-wide culture of continuous improvement centered on people.

“Programs like ‘Teams on Trains’ create more touchpoints that draw employees across all functions into the customer experience fold,” Metrolink Chief Customer Experience Officer Lisa Bahr said. “In addition to recognizing the often-hidden contributions of our frontline team members during Customer Service Appreciation Week, CX Day is a chance to spotlight some of the practical steps we’re taking to make riding Metrolink easier.”

Over the past six months, Metrolink has introduced a number of changes to improve the customer journey:

• In May, Metrolink launched a new multilingual push-notification system, called ‘Metrolink Alerts,’ which enables passengers to subscribe to receive customized information by text or email.
• Metrolink is piloting a new fare program through the end of the year that’s simplifying ticket options, while reducing costs for many riders.
• This summer, Metrolink expanded its slate of everyday discounts with new options for students, youth and veterans.
• Real-time train data is now integrated directly into navigation apps like Google Maps and Apple Maps.
• The refreshed Metrolink website homepage puts schedules and service advisories front and center.
• New wayfinding signage at the region’s busiest transit hub, LA Union Station, is helping passengers navigate Metrolink’s footprint at the historic multimodal facility.

Metrolink’s CX-forward approach highlights the direct correlation between ridership and the user experience. By reducing barriers and prioritizing customers, Metrolink is making meaningful changes that make the next trip worth taking.