berschrift

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The Project for Senior Passengers in
Salzburg Angelika Gasteiner Customer Service und
Marketing for StadtBus and Salzburger
Lokalbahn angelika.gasteiner_at_salzburg-ag.at
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Senior passengers a special target group

• in 20 years 50 of our customers are over 60!
• Challenge What can a transport company do for
  the older passenger?
• The project in Salzburg- a practical example

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What does old age mean?

• Emphasis on disadvantages such as restriction of
  strength, sight, balance, flexibility,
  stress-resistance, speed, dealing with
  situations, orientation..
• Old people have to deal with fears, distrust,
  avoiding situations, isolation, lack of social
  contacts
• Normal phases of life, but predjudices and taboos
  
• less or no use of cars, fewer financial means

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Mobility in old age

• Mobility makes it possible to take part in life
  and keep social contact
• Staying mobile prolongues life
• Less need of care, more independence
• Public transport often only chance of mobility
• Crucial to understand needs of older passengers

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CooperationZGB and StadtBus

• PT company and social initiative, since September
  2004
• ZGB Center for Generations and Accessibility
• How can we
• - make use of our trolley buses easier?
• - keep senior citizens mobile?
• - keep them as paying passengers?
• - meet their needs?

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Passengers

• 33 senior passengers
• Age approx.60 - 100 (high to highest age)
• Loyal and patient group of customers
• Various problems using PT
• Complaint hotline disclosed special needs
• Senior passengers are people, not just a market

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Accidents

• 64 of all accidents involve people over 65
• half of the accidents happen at bus stops.
  Getting on and off the bus is extremely stressful
  and is dangerous
• Target more safety, fewer accidents, more trust,
  more use of public transport
• reduce fear, esp. profound fear of falling

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Training for Seniors

• signing up by phone, written conformation
• small groups in bus depot, 3 trainers, driver
• quiet protected surrounding, 2 sessions
• setting toilet facilities, seats, water, no
  steps
• Patience! Devotion!

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topics of training on the bus

• bus practice,
• standing and sitting safely
• getting on and off
• buttons, esp. pram button
• dangers of falling, self responsibility
• tips for handbags, sticks and walking frames

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Service Practice

• Typical problems of seniors
• Answering questions and complaints
• Fares,Services (telephone)
• Bus-Drivers
• 2nd day bus practice ride, café
• individual time table, network plan in large
  print, info-bag

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in the bus

• which door?
• the best seats close to doors
• Request a seat
• Empowerment, reacting to fears
• standing and walking safely
• Tarzan in the jungle

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Special Trainings

• persons with parkinson disease
• persons with wheel chairs
• blind person with dog (single training)
• persons with restricted sight
• (training for future assistant dogs)

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Safety brochure

• Tips for safe bus ride
• Information as memory aid
• Training, gymnastics
• Fares and Services for seniors
• Dissemination at clubs, info stands, direct mail,
  Service centre

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Mobility Day

• Mobility Day 2006- 2007-2008
• Exhibition and presentations
• Presentation and support of all forms
  of mobility
• Conferences in Salzburg
• Symposium 2007 Passenger up to a 100
• EU Conference 15./16.September 2008

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Improvements Trolley Bus

• Low floor busses with ramp
• Additional seats for seniors
• Acoustic and optical information
• Security band for walking frames
• Markings on steps and handles
• Button for prams door delay button

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Human Contact

• Ombud woman
• Information stands (street parties, markets..)
• Visits and presentations at clubs, old peoples
  homes, organisations for the disabled
• Service centre, no automats
• Passenger committee, bus depot visits

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Customer Service

• Telephone Hotline
• Homepage (size of print)
• Extra large network map and time table
• Pro-active support and advice from drivers, at
  service centre, call centre
• Survey results according to age of passengers

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Comfort and convenience

• more covered bus shelters
• benches right height (48-50cm)and handles
  Near to shops and to cemetary
• we recommend use of pram button
• we advise use of front door

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Training of drivers

• Focus on senior passengers
• Consideration and understanding
• Important customers!
• Stop close to pavement, lower vehicle!
• Get on at the front, wait, offer help
• Training for call centre, ticket inspectors,
  service centre
• Developing tool box für driver training

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Public relations

• Continual reports in media
• Development of public awareness
• Folders and posters in trolleybuses
• Invitation to training and mobility day at
  service centre
• Direct mail and folder distribution (market)
• Collaboration with senior groups and NGOs

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Results from Survey

• Questionaire - May 2008
• publicity of program for seniors 36 (lt60 years)
• purpose of trip Shopping av. 40, Seniors 65
• Bus is quick? av. 50, Seniors 72
• Information homepage gt25 years 59, lt60 years 5

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Results from Survey

• Information at Service Centre? gt60 years 12, gt
  60 years 23
• are drivers good? average 58, Seniors 69
• car available? (over 60 years)
• men 60, woman 46

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Satisfaction in general

• very good and good average 60, Seniors 72

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Networking

• Presentations at congresses
• Contacts enquiries - exchange
• Contribution to studies, e.g. VCÖ, ways2go, EMTA
  older people and public transport,
• EU project AENEAS attaining energy efficient
  mobility in an ageing society
• Information and training offered to PT companies
  and cities

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Benefits for StadtBus

• Positive media reaction
  
• Image improvement amongst passengers
• Corporate Social Responsibility CSR
• Acquire and retain passengers
• Fewer accidents
• Raise awareness within company
• Gaining prestige for Salzburg AG

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Thank you for your attention

• www.zgb.at
• www.stadtbus.at
• angelika.gasteiner_at_salzburg-ag.at