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May 5, 2026 17 mins

This Encore episode of Transportopia features Aaron Weinstein, founder of Transit CX, in a conversation about transforming public transit through customer experience. They define CX in the transit context and explore the full door-to-door rider journey, from trip planning and first-mile access to on-board comfort, accessibility, and post-trip interactions.

Aaron and host Rick L'Amie discuss tools like journey mapping, qualitative research, and NPS, how agencies are using CX to shape budgets and culture, and the importance of hearing riders and acting on their feedback. The episode highlights progress, real-world examples, and challenges ahead for making transit more user-centered. Apologies dear listeners for the lower audio quality. It was our first full episode and we were still learning the podcast production ropes!

Learn more at Aaron's website, TransitCX.org

Follow Transportopia at transportopia.org

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Episode Transcript

Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Greetings, Transportopia listeners, Rick Lemay here.

(00:03):
This week, we bring you an Encore episode.
It's an interview with my friend, longtime colleague,
and transit customer experience guru, Aaron Weinstein.
It's one of our most downloaded episodes.
This was our first full episode,
so the sound quality isn't as good,
but the content is great.
So, on with the show, as Aaron and I discuss
the state of the customer experience on public transit.

(00:26):
This is the Transportopia podcast,
featuring engaging and sometimes humorous conversations
about transit's past, present, and future,
with the people shaping it every day.
Now, here's Rick Lemay.

(00:47):
Welcome to Transportopia.
I'm your host, Rick Lemay.
Grab your favorite beverage.
If you're feeling adventurous,
mix up our house mocktail, the Transportini,
and let's set the stage for today's conversation.
When most people hear the phrase, customer experience,
they think of airlines sending delay alerts
before you even get to the airport,
hotels remembering your pillow preference,

(01:09):
or retailers making returns effortless.
None of that happened overnight.
Now, let's take a look at what's going on
in the world of transportation.
None of that happened overnight.
In the 1990s and 2000s, consumer industries realized
it wasn't just about the product,
it was about how people felt along the way.
That shift gave us the CX toolkit

(01:31):
we take for granted today.
Journey mapping, service design,
customer feedback programs, real-time notifications,
and interfaces that made life simpler
instead of more stressful.
For a long time, public transit was measured
by different yardsticks, coverage, capacity,
capital projects, and on-time performance.
All essential, but something was missing.

(01:53):
The rider's perspective, the walk to the stop,
the lighting and safety, whether the signage made sense,
the ease of paying your fare, the peace of mind
when your app tells you the bus is two minutes away.
Now that's changing.
Across the country, agencies are adopting
a true customer experience mindset.
They're designing the whole journey

(02:13):
through the rider's eyes,
elevating frontline employees as CX champions
and centering equity,
making sure information is multilingual,
vehicles and stations are accessible,
and payment options don't leave anyone behind.
Okay, let's unpack the customer experience for transit
with one of the leading experts on the topic
that I know, Aaron Weinstein.
Aaron is the founder and executive consultant

(02:35):
with Transit CX, a firm that helps transit agencies
institutionalize a customer focus.
You can learn more on his website, transitcx.org.
Welcome to Transportopia, Aaron.
Thank you so much. You're so generous.
I appreciate the introduction
and look forward to chatting with you today.
You know, I do like to keep things casual around here,

(02:56):
so I always ask my guests,
what are you sipping today
before we start talking about transit?
Yeah, well, today I decided to go for a mock sangria.
It has cranberry juice and sparkling water and apples
and just kind of a flay of apples on the top.

(03:19):
So a lot of fun.
And I put some blue agave sweetener in it,
a little bit of sugar,
just to take away some of the tartness.
The apples are from an apple tree in my backyard.
So that makes it fun for me.
Look forward to our next get together.
Maybe I'll make you one myself.
Cheers to the Transportopia podcast.

(03:42):
Sounds delicious.
Please send me the recipe
and I'll post it on the transportopia.org website.

(04:04):
So Aaron, before we get into our main topic,
I like to ask my guests
what their first recollection of transit is.
So dig back into your memory.
What's the first time you remember riding transit
and what was that experience?

(04:25):
You know, when I was young,
growing up in New Jersey,
before New Jersey transit existed,
there was private rail operators.
One of them was called Conrail.
And Conrail had a train station in the town I grew up.
And we used to hop on Conrail.
There was these old trains where the windows opened

(04:47):
and you could smell the smoke
coming from the engine through the window.
It shows you how old I am.
But, you know, we loved to do that.
It just made travel so interesting.
We could take it various places.
It was a fun place for young kids to go.
And I can, you know,

(05:08):
even after they converted it to New Jersey transit,
I continued to ride for many years.
Anytime I wanted to go into New York City
or go to other locations,
I often rode the train.
Thanks. I love that story.
And it was your original customer experience.
So let's talk about that some more.
I've given a little background

(05:30):
on what's going on in customer experience.
For listeners who don't live and breathe this stuff,
how do you define customer experience
in the transit context?
And why do you think it was missing
from transit conversations for so long?
So customer experience is really the experience
transit riders have at every stage of their journey,
from before they actually start their trip,

(05:52):
when they're planning their journey
or trying to figure out how to pay their fare,
all of that,
to that first mile access to their stopper station,
to their experience waiting for a vehicle to arrive,
whether it's a bus or a train or a paratransit
or a ferry boat,
and the fare payment,
what the boarding process is like,

(06:13):
what the ride is on board,
all aspects of the ride on board.
Is it comfortable in terms of climate?
Does it feel safe and secure?
Is it clean?
Do you get the right passenger information?
All of that.
And then finally, the off-boarding experience
when you're getting off at your stop,
what it's like at that stop
and all the way through to the final stage

(06:36):
of your journey, door-to-door.
And then also any interactions you have
with the transit system afterwards.
If you need to go to lost and found
or lodge a complaint or have a question,
that would also be part of the overall customer experience.
It really is soup to nuts, the whole thing.

(06:57):
I like the term customer journey.
When I was explaining it to some of my transit colleagues,
I think they got it when I explained CX like that.
The journey starts when you're thinking
about how you even want to get somewhere.
It really starts there.
You bet.
And you had asked what's been missing,
why did it get started in transit?
So going back pre-pandemic,

(07:19):
there were literally just a handful
of customer experience programs
among transit agencies in North America.
That has grown in just about five years
to 68 transit agencies.
So it's been a major trend in the transit industry.
And what's really changed is, you know,
transit agencies for a long time

(07:40):
have been doing customer satisfaction surveys.
What's really changed is they're doing those surveys
in a lot more detail
to understand every stage of that passenger journey
we just talked about.
They're also using qualitative research
to gain deeper insights.
So that, you know, for example,
when on a survey people rate cleanliness low,

(08:02):
well, what about it?
You know, you could throw a lot of money at cleanliness.
So you really want to know,
well, what specific aspects of cleanliness
are of most concern to our customers?
Is it a particular time of day,
certain locations,
certain types of issues?
Is it stains or spills or litter or smell or other aspects?

(08:23):
So really the qualitative research to drill down.
And then probably most importantly,
what's changed is instead of just doing those surveys,
transit agencies are now systematically
adopting processes to make sure
that they're really using it.
So, you know, in the old days,

(08:43):
you do a customer satisfaction survey
and just depending on the year,
either, you know, sometimes the leader
of the transit agency would say,
okay, let's convene people to some tiger teams
to focus on some top issues
or maybe let's hold a big workshop
to engage our employees
in developing solutions sort of interdepartmentally.

(09:07):
And then there were other years
where there were distractions, you know,
funding issues, other problems.
And as a result, the survey came and went
without action being taken.
So what transit agencies are doing now
is they actually are adopting processes
to systematically have a game plan in mind

(09:28):
for how the survey is used.
And often they're even tying it into their budget calendar.
So they're conducting, you know,
collecting the data right on time
to be analyzed and fed into the budget process
so that the budget becomes a customer-driven budget.
Yes, I think there are so many tools
you just listed there.
And I think it's encouraging to think about it

(09:50):
in terms of what other agencies can do
or what their existing practices are.
One of the tools that we hear a lot about
is this idea of a net promoter score or NPS.
Do you think that's right for transit?
Is that something you look at too?
I do.
You know, I don't love or hate net promoter score,
but it's really the only single measure

(10:13):
that today allows transit agencies
to compare themselves to not only other transit agencies,
but to other industries.
And that's really, really important.
We don't have yet a common customer satisfaction
or customer experience survey
that all transit agencies use.
Every agency is doing their own thing.

(10:35):
They have a different survey, different questions,
different scales, different methodologies
for collecting the data,
different populations that they survey.
So there's no comparability.
So really the beauty of the net promoter score
is it's the one thing that's available now
for benchmarking.
Right.
You can kind of compare apples to apples,

(10:57):
at least on that metric.
Do you think that's something
the industry is thinking more about
to have a more standardized approach?
Is that something the APTA Marketing Committee
is working on,
even if it's just a small list of things
that we all should be doing as agencies?
There has been some discussion about it
inside the industry among research professionals,

(11:20):
but really that discussion would have to happen
at a higher level in order to be adopted,
you know, both among CEOs, board members,
APTA itself as a definer of standards
for the industry, as well as DOT and FTA.
So there needs to be more work done
to make it a standard.
The one really encouraging thing, though,

(11:42):
is when you look at airports around the world,
there is a standard customer experience survey
that covers close to 70% of all airports
around the world,
and it's done through an organization
called Airports Councils International
based in Montreal.
So there is a model for it,

(12:04):
and it's just a matter of the will to do it.
So let's switch gears here.
What do you think the biggest challenges
are ahead for CX?
Can it be window dressing or real change?
You know, every agency is different.
You know, agencies certainly could sort of use it
just as a sort of catchphrase,

(12:27):
flavor of the month kind of thing.
But, you know, I think most agencies
are trying to take it seriously
and use it in a more transformative way.
You know, beyond, you know, tying it to the budget.
I mentioned that already.
They're doing it to, you know,
systematically detect pain points
so they can remedy them.
They're using customer experience
to be very intentional about altering their culture,

(12:52):
how they hire, who they look for when they hire,
how they train and coach,
and what kinds of rewards and recognition they give
to encourage employees
to sort of bring a customer mindset to the job.
And transit agencies are increasingly
bringing the voice of the customer
into product design

(13:13):
and doing user experience testing
of new fare collection equipment,
new vehicles, new signage, new apps, new websites.
So there's a lot going on
in sort of the customer experience space
among these close to 70 agencies
that are involved in that process.

(13:35):
So we've covered a lot of ground.
Let's look at it from the rider's perspective.
What's one thing every rider should know
about the CX process
that's happening right now in the industry?
Riders want results.
So, you know, I think it's good to communicate the process,
but ultimately they want,
A, to receive biofeedback

(13:56):
that whatever input they've given
in surveys and community events
and letters and testimony at meetings,
that we've heard them.
So that's one.
And secondly, they want to know
that not only have we heard them,
but that we've taken action.
So I think just transparency,
here's what we heard,
here's what we're doing with it.

(14:18):
I think that's the most important thing
riders need to know about customer experience.
They don't need to know all the theory
and how we get there.
They want to know,
did we hear them and did we act on it?
Okay, as we wrap up,
here's more of a fun question for you.
What's your favorite travel destination
where transit itself made the experience memorable for you?
Ah, that's really interesting.

(14:41):
Well, I use transit to go almost everywhere
that transit serves.
So I did one fun trip not long ago.
My nephew is living with us
and he's going to San Jose State University.
So we hopped on BART
to go down to the Berryessa Station.

(15:02):
And from there we transferred to the 500 Rapid Bus,
which really lives up to its name.
Oh my God, it is so rapid.
It was just flying to the destination.
So we did that.
He now does that every day.
And it's a great ride.
It takes about an hour
because I live quite far from San Jose State,

(15:24):
but it would take longer to drive, frankly.
So it's definitely a great service.
I love taking transit from airports.
I do it to stadiums.
I go shopping, visit friends,
really everything under the sun.
And I never regret it.
It's always a good experience.
Thanks so much, Aaron,
for being my first guest in the podcast.
I learned a lot.

(15:45):
Excellent. Thank you so much.
Good to be with you today.
That wraps up this week's Encore episode
on the customer experience
with our guest, Aaron Weinstein.
Check our show notes for links to Aaron's website,
transitcx.org.
There you'll find a great blog post
where Aaron takes a deep dive
into nine transit agencies who are doing CX well.

(16:08):
Thanks for joining us on the Transportopia podcast,
the intersection of transit and utopia.
Be sure to like us wherever you get your podcast
and visit transportopia.org
for our blog and other resources.
I'm Rick Lemie.
Goodbye, everybody.
Down on Maple,
the bus rolls back his way from the corner store.

(16:29):
A red line hums through the rain
like a promise through the door.
Crosswalk paint and shaded lanes.
A bench where you can wait.
No one fighting for space.
Just people sharing the state.
And I can almost see it now.
Blocks that breathe and streets that smile.

(16:50):
Footsteps, wheels and open hands
meeting every little mile.
Transportopia.
Transportopia.
Is it just a dream for us?
Transportopia.
Transportopia.

(17:12):
Will we ever find that world?
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