Customer Satisfaction Study Wave I

1
Customer Satisfaction StudyWave I
Draft 2 Presentation to Jeff Caldwell
Southeastern Institute of Research

• July 16, 2007

Part of Pulsar Advertising Contract Team
2
Objectives Methodology
3
Objectives

• Periodically over the last several years, VDOT
  has conducted an Omnibus study among residents
  of Virginia. The objectives of this study have
  been
• Understand citizens expectations and perceptions
  of VDOT on critical issues across all areas of
  Virginia
• Provide guidance for VDOTs outreach
  communications program across the state
• Track and monitor perceptions of VDOT across the
  state

4
Objectives

• VDOT now wishes to expand the scope of this study
  to include satisfaction measures for specific
  functional and operational areas to be reported
  by the VDOT Dashboard. Therefore, the objectives
  of this study have been expanded to include
• Develop and report regularly key measures of
  resident satisfaction for VDOTs functional and
  operational areas
• Provide this information on a regular, quarterly
  basis
• Utilize this first wave of the new customer
  satisfaction study to identify the most important
  attributes and satisfaction measures to monitor
  and report regularly

5
Methodology

• Random telephone survey conducted across Virginia
• Designed to track key measures of contact,
  familiarity, satisfaction, and trust of VDOT
• Survey includes diagnostic questions to
  understand the nature of the contact
• Because this data will be reported as part of
  VDOTs Dashboard, satisfaction measures have been
  expanded to included specific functional and
  operational areas
• Interviews conducted with 1,800 residents of the
  Commonwealth
• Sample of 200 in each of VDOTs nine Districts
• The data collected in 2006 have been recoded by
  District for comparison with the current wave
• Interviews were conducted May 2007 one year
  after the last wave of the Omnibus

6
Methodology

• By design, each of VDOTs nine Districts is
  equally represented in the sample. In terms of
  population, this causes some Districts to be
  over-represented and some to be
  under-represented. This means that the sample is
  not representative of Virginias population
  distribution. To correct for this inaccuracy, the
  data have been weighted.
• Weighting is a standard statistical procedure
  that allows for the correction of distributions
  in the sample drawn to approximate those of the
  population from which it is drawn.
• In this report, weighted data are used for the
  total sample. When results are reported for
  each District, unweighted data are utilized.
• The weighting rationale is outlined on the
  following slide.

7
Methodology
District Actual proportion of Virginia population Designed proportion of sample Weighted proportion of sample
Bristol 5 11.1 5
Hampton Roads 23 11.1 23
Richmond 15 11.1 15
Northern Virginia 26 11.1 26
Lynchburg 5 11.1 5
Salem 9 11.1 9
Staunton 7 11.1 7
Fredericksburg 5 11.1 5
Culpeper 5 11.1 5
Note In order to make appropriate comparisons
with 2006 data, the total sample reported for
2006 has also been weighted.
8
Methodology

• For some measures in this study, comparable data
  are available from last year. In those
  instances, the results from the two waves of data
  are compared statistically to determine if there
  is statistical evidence that there is a
  difference from last year to this year and,
  thus, that the difference is not due to chance.
  A red asterisk () is used to indicate that the
  difference between 2007 and 2006 is statistically
  significant. All significance testing is
  conducted using a 95 level of confidence.

9
Detailed Findings
10
Detailed FindingsOutline of Presentation

• Monitoring VDOT Performance
• Satisfaction with VDOT Overall Measures of
  Performance
• Satisfaction with VDOT Functional Areas
• Improving VDOT Performance
• Contact with VDOT
• Relationship between Nature of Contact and
  Satisfaction/Trust
• 511 Virginia

11
Monitoring VDOT Performance
12
Monitoring VDOTs Progress
Awareness (Contact with VDOT)
In previous waves of the Omnibus study, the
research measured growth of awareness,
familiarity, favorability, and trust of VDOT.
The current study reported in this document
continues to monitor VDOTs performance on these
key measures.
Familiarity
Favorability (Satisfaction)
Trust
13
Most Residents of Virginia Have Contact with VDOT
-- Just as Has Been Reported in the Past

Data weighted to be representative of Virginia
population.
2007 differs significantly from 2006 at a 95
confidence level
Q15 Tell me, in which of the following ways
have you come into contact with VDOT during the
past year?
14
Half of Virginians Are Familiar with VDOT
16 are not familiar with VDOT and its work.
Data weighted to be representative of Virginia
population.
About half (46) say that they are familiar with
VDOT.
Q5 Overall, how familiar would you say you are
with VDOT and the work it does?
15
Familiarity with VDOT Has Not Changed Since the
Previous Wave of Research
Data weighted to be representative of Virginia
population.
Q5 Overall, how familiar would you say you are
with VDOT and the work it does?
16
Familiarity with VDOT Runs from a Low of 42 in
Northern Virginia and Richmond to 52 in Hampton
Roads
52
51
50
49
49
46
44
42
42
Q5 Overall, how familiar would you say you are
with VDOT and the work it does?
17
Familiarity with VDOT Has Stayed Fairly Constant
across All Districts
NOTE Percentages indicate those rating their
familiarity a 4 or a 5.
Q5 Overall, how familiar would you say you are
with VDOT and the work it does?
18
Nearly Half of Virginia Residents 47 Are
Satisfied with VDOT Overall
Data weighted to be representative of Virginia
population.
Q6 Thinking about VDOT overall, how satisfied
are you with VDOT overall?
19
Satisfaction with VDOT Has Increased Over the
Past Year
39 in 2006 vs. 47 in 2007 a statistically
significant increase
Data weighted to be representative of Virginia
population.
2007 differs significantly from 2006 at a 95
confidence level
Q6 Thinking about VDOT overall, how satisfied
are you with VDOT overall?
20
Residents of Lynchburg and Staunton Are Most
Likely to Be Satisfied with VDOT Overall
66
65
58
55
49
46
Lowest levels of satisfaction are posted in
Fredericksburg and Hampton Roads.
45
38
36
Q6 Thinking about VDOT overall, how satisfied
are you with VDOT overall?
21
Improvement of VDOTs Satisfaction Scores Is
Posted for Some Districts Including Staunton,
Northern Virginia and Hampton Roads
Increases in Staunton, Northern Virginia and
Hampton Roads are statistically significant.
NOTE Percentages indicate those rating their
overall satisfaction a 4 or a 5.



2007 differs significantly from 2006 at a 95
confidence level
Q6 Thinking about VDOT overall, how satisfied
are you with VDOT overall?
22
Slightly More than 4 out of 10 Virginia Residents
Say that They Trust VDOT
44
Data weighted to be representative of Virginia
population.
Q5a To what extent do you trust VDOT to do the
right thing for the people of Virginia in regard
to managing the states road and highway system?
23
Trust in VDOT Has Increased over the Past Year
Trust has increased from 37 in 2006 to 44 in
2007 a statistically significant increase.
Data weighted to be representative of Virginia
population.
2007 differs significantly from 2006 at a 95
confidence level
Q5a To what extent do you trust VDOT to do the
right thing for the people of Virginia in regard
to managing the states road and highway system?
24
Satisfaction Is a Deciding Factor for Developing
Trust in VDOT
80 of those who are satisfied with VDOT overall
also trust VDOT. In contrast, only 13 of
those who are not satisfied trust VDOT.
Satisfied rated their overall satisfaction with
VDOT 4 or 5 on a 1-5 scale. Not Satisfied
rated it 1, 2, or 3.
80
13
Q5a To what extent do you trust VDOT to do the
right thing for the people of Virginia in regard
to managing the states road and highway system?
25
VDOTs Highest Levels of Trust Equity Are Posted
for Lynchburg, Bristol, Staunton and Salem
62
60
56
The lowest levels of trust are posted in
Fredericksburg and Hampton Roads.
55
46
43
42
36
36
Q5a To what extent do you trust VDOT to do the
right thing for the people of Virginia in regard
to managing the states road and highway system?
26
There Is Slight Improvement across All Districts
in Trust of VDOT Since 2006 Especially in
Northern Virginia
NOTE Percentages indicate those rating their
trust a 4 or a 5.
The improvement in Northern Virginia is a
statistically significant increase.

2007 differs significantly from 2006 at a 95
confidence level
Q5a To what extent do you trust VDOT to do the
right thing for the people of Virginia in regard
to managing the states road and highway system?
27
Monitoring VDOTs Progress
Awareness (Contact with VDOT) 96
Familiarity 46
Indicates a statistically significant increase
since 2006, at a 95 confidence level
Favorability (Satisfaction) 47
Trust 44
28
Conclusion Implication

• Conclusion VDOT continues to have a
  far-reaching presence in the lives of Virginia
  citizens. Nearly all have had some contact with
  VDOT in the past year. Through that contact,
  Virginians develop understanding (familiarity)
  and perceptions (satisfaction and trust) of VDOT.
• Implication Every interaction between VDOT and
  the citizens of Virginia is an opportunity to
  impact familiarity, satisfaction and trust.
  Ensure that every point of interaction is
  positive in order to grow satisfaction and trust.

29
Satisfaction with VDOT Overall Measures of
Performance
30
VDOTs Highest Satisfaction Ratings Tend to Be
for Physical Attributes and Conditions of the
Roadways Lowest Ratings Are for Planning and
Management
63
63
62
Data weighted to be representative of Virginia
population.
61
52
45
44
44
44
34
28
28
24
Q4 How satisfied are you with VDOT in regard
to
31
Satisfaction with VDOT in These Kay Areas Has Not
Changed Significantly over the Past Year
NOTE Percentages indicate those rating their
satisfaction a 4 or a 5.
Data weighted to be representative of Virginia
population.
NOTE Other overall attributes were not
measured in 2006.
Q4 How satisfied are you with VDOT in regard
to
32
Rest Areas and Welcome Centers Bristol Has the
Highest Level of Satisfaction in Regard to Rest
Areas and Welcome Centers Salem Has the
Lowest
73
69
68
67
61
60
60
58
55
Q4h How satisfied are you with VDOT in regard
to the rest areas and welcome centers along the
roads and highways in Virginia?
33
Cleanliness of the Highways and Roadways
Residents of Staunton and Salem Are Most
Satisfied with the Cleanliness of the Highways
and Roadways of Virginia
75
73
67
61
59
59
58
57
47
Q4j How satisfied are you with VDOT in regard
to overall cleanliness of highways and roadways
in Virginia?
34
Signs and Pavement Markings Residents of
Fredericksburg, Northern Virginia and Hampton
Roads Are Least Satisfied with VDOT in Regard to
Signs and Pavement Markings
77
73
70
70
67
65
56
56
55
Q4l How satisfied are you with VDOT in regard
to the signs and pavement markings on Virginias
roads and highways?
35
Roadside Appearance Staunton Posts the Highest
Level of Satisfaction with the Appearance of the
Roadside,
and Fredericksburg Posts the Lowest
74
65
61
61
60
60
58
58
47
Q4k How satisfied are you with VDOT in regard
to the appearance of the roadside along roads and
highways in Virginia?
36
Safety of the Roads and Highways Residents of
Staunton and Lynchburg Post the Highest Levels
of Satisfaction with VDOT in Regard to Safety of
the Roads and Highways
67
65
59
57
55
55
53
42
41
Q4m How satisfied are you with VDOT in regard
to the safety of Virginias roads and highways?
37
Quality of the Ride Staunton Posts the Highest
Level of Satisfaction with the Quality of the
Ride on Virginias Roads Hampton Roads and
Fredericksburg Post the Lowest
67
61
60
58
52
43
39
34
33
Q4g How satisfied are you with VDOT in regard
to overall quality of the ride experienced on the
roads and highways of Virginia?
38
Communications The Lowest Levels of Satisfaction
in Regard to Communication Are Posted for
Fredericksburg, Northern Virginia and
Culpeper
53
51
51
49
46
43
41
38
37
Q4f How satisfied are you with VDOT in regard
to communicating to you, that is keeping you
informed about transportation changes that impact
you?
39
CommunicationsSatisfaction with VDOT
Communications Has Not Changed Significantly over
the Past Year in Any District
NOTE Percentages indicate those rating their
satisfaction a 4 or a 5.
Q4f How satisfied are you with VDOT in regard
to Communicating to you, that is keeping you
informed about transportation changes that impact
you?
40
Maintenance and Construction of Bridges
Residents of Staunton, Lynchburg, Salem and
Bristol Are Most Satisfied with Bridges
Residents of Hampton Roads and Fredericksburg Are
Least Satisfied
61
60
56
55
46
43
41
32
30
Q4i How satisfied are you with VDOT in regard
to maintenance and construction of bridges in
Virginia?
41
Traffic Management and Incident Response The
Lowest Levels of Satisfaction in Regard to
Traffic Management and Incident Response Are
Posted for Hampton Roads, Fredericksburg and
Northern Virginia
66
65
59
54
49
43
38
37
32
Q4c How satisfied are you with VDOT in regard
to traffic management and incident response,
including such things as signal timing, placement
of road signs and clearing accidents and roadway
obstructions?
42
Traffic Management and Incident ResponseThere
Have Been No Significant Changes in any District
over the Past Year in Regard to Satisfaction
with Incident Response
NOTE Percentages indicate those rating their
satisfaction a 4 or a 5.
Q4c How satisfied are you with VDOT in regard
to Traffic management and incident response,
including such things as signal timing, placement
of road signs and clearing accidents and roadway
obstructions?
43
Responsiveness to Citizens Needs Bristol
Residents Are More Likely than Residents in
Other Districts to Be Satisfied with VDOTs
Responsiveness to their Needs and Preferences
58
48
45
44
35
33
29
27
21
Q4e How satisfied are you with VDOT in regard
to being responsive to the needs and preferences
of the citizens of Virginia?
44
Responsiveness to Citizens NeedsA Significant
Decrease in Satisfaction with VDOTs
Responsiveness Is Posted for Richmond
NOTE Percentages indicate those rating their
satisfaction a 4 or a 5.

2007 differs significantly from 2006 at a 95
confidence level
Q4e How satisfied are you with VDOT in regard
to Being responsive to the needs and preferences
of the citizens of Virginia?
45
Planning for Future NeedsHighest Levels of
Satisfaction for VDOT for Working with
Communities to Plan for the Future Are Bristol,
Salem, Lynchburg, and Staunton
45
41
40
35
Lowest levels of satisfaction are posted in the
more densely populated areas.
29
27
24
24
19
Q4a How satisfied are you with VDOT in regard
to working with communities, stakeholders and
businesses to plan for Virginias future
transportation needs?
46
Planning for Future NeedsNo Significant Changes
Are Posted for 2007 in Regard
to Planning for Future Needs
NOTE Percentages indicate those rating their
satisfaction a 4 or a 5.
Q4a How satisfied are you with VDOT in regard
to Working with communities, stakeholders, and
businesses to plan for Virginias future
transportation needs?
47
Maintenance and Construction of the Roadways
Highways Residents of Staunton, Bristol and
Lynchburg Are Most
Satisfied with Overall Maintenance and
Construction
43
41
40
34
31
25
25
21
16
Q4b How satisfied are you with VDOT in regard
to maintenance and construction of the roadways
and highways across Virginia, including ensuring
quality design and completion of projects on time
and on budget?
48
Maintenance and Construction of the Roadways
HighwaysNo Significant Changes Are Posted in Any
of the Districts for Maintenance and Construction
Since 2006
NOTE Percentages indicate those rating their
satisfaction a 4 or a 5.
Q4b How satisfied are you with VDOT in regard
to Maintenance and construction of the roadways
and highways across Virginia, including ensuring
quality design and completion of projects on time
and on budget?
49
Management of Public Funds The More Rural Areas
Also Tend to Be More Satisfied with VDOTs
Management of Public Funds
41
36
But, in all Districts, satisfaction on this
measure is less than 50.
35
31
29
24
19
18
14
Q4d How satisfied are you with VDOT in regard
to management of public funds in regard to the
road and highway system in Virginia?
50
Management of Public FundsSatisfaction with
Management of Public Funds Has Not Changed
Significantly in Any of the Districts Since Last
Year
NOTE Percentages indicate those rating their
satisfaction a 4 or a 5.
Q4d How satisfied are you with VDOT in regard
to Management of public funds in regard to the
road and highway system in Virginia?
51
Conclusion Implication

• Conclusion VDOTs highest levels of
  satisfaction are posted for physical attributes
  and conditions of the roadways such as
  cleanliness of highways. Lowest levels of
  satisfaction relate to issues of planning and
  management. As a whole, however, satisfaction
  ratings tend to be moderate to low.
• Implication VDOTs performance can be improved
  on all key measures of satisfaction.
  Prioritization of resources will be important.
  Identify those measures that have the greatest
  importance on overall satisfaction and focus on
  those areas for improvement. In the following
  pages, this analysis focuses on the
  identification of the attributes of greatest
  importance, i.e., those that have the greatest
  impact on satisfaction.

52
Conclusion Implication

• Conclusion Satisfaction ratings for VDOT vary
  across Districts. Most often, the most positive
  scores tend to be reported in more rural areas.
  Districts with larger urban areas, such as
  Hampton Roads, Northern Virginia and
  Fredericksburg, tend to post less favorable
  ratings.
• Implication Satisfaction is a complex issue.
  Variation across Districts might not mean that
  VDOT is necessarily doing better in those
  Districts with higher satisfaction ratings. The
  environment in which VDOT must succeed varies
  by District. For example, residents of a
  District in which daily commutes might be an hour
  or longer may have different needs and
  expectations than residents of a District where
  daily commutes are much shorter. Similarly,
  overall stress levels, traffic congestion, and so
  forth vary across Districts. This may mean that
  resident expectations are much higher in some
  Districts than others. Thus, care should be used
  in the interpretation of this research. An
  important component of the analyses of future
  waves of this research will be further analysis,
  understanding and explanation of differences
  across Districts.

53
Satisfaction With VDOT Functional Areas
54
Communications The Highest Level of Satisfaction
with VDOT Communications Relates to the Accuracy
of the Information Lowest Is Related to the
Amount of Information
46
Data weighted to be representative of Virginia
population.
42
39
36
30
Q7 Next, lets think about some specific
aspects of VDOT communications and the
information provided by VDOT. Again, please tell
me how satisfied you are with VDOT in regard to
55
Maintenance Residents Are Slightly More
Satisfied with VDOTs Regular Maintenance of the
Roadways than Its Response to Unexpected
Maintenance Needs
Data weighted to be representative of Virginia
population.
42
36
Q8 Overall, how satisfied are you with
56
Quality of the Ride About Half of Virginia
Residents Are Satisfied with
the Smoothness of the Ride Other Measures of
Quality of Ride Have Lower Levels of Satisfaction
49
Data weighted to be representative of Virginia
population.
33
Only about a third are satisfied with issues
related to the management of disruptions and
traffic flow.
31
30
Q9 Now, think about the quality of the ride
experienced on Virginia roads and highways. How
satisfied are you with
57
Emergency Response The Highest Levels of
Satisfaction with VDOT in Regard to Emergency
Response Are Posted for Being Prepared for
Inclement Weather and Snow Removal
63
Data weighted to be representative of Virginia
population.
59
45
Residents are less satisfied with how VDOT
responds to traffic incidents.
41
39
Q10 Based on your experience and perceptions,
how satisfied are you with VDOT in regard to
58
Signage and Pavement Markings In Regard to
Signage and Pavement Markings, Virginians Are
Most Satisfied with the
Readability and Visibility of Signs
74
Data weighted to be representative of Virginia
population.
71
64
63
62
They are least satisfied with lighting.
61
54
Q11 Think now about signage and pavement
markings on Virginia roadways and highways. How
satisfied are you with
59
Rest Areas Welcome Centers Satisfaction with
Rest Areas Welcome Centers Ranges from a High
of 76 for Signs Indicating Locations to 46 for
the Number Available
76
Data weighted to be representative of Virginia
population.
63
61
60
55
54
46
Q12 What about the rest areas and welcome
centers on Virginia roads and highways? How
satisfied are you with the rest areas and welcome
centers in regard to
60
Roadside AppearanceIn Regard to Litter Removal,
Residents Are Least Satisfied with the Appearance
of Construction Sites
They are most satisfied with the appearance of
plants, grasses and flowers along roadsides.
67
Data weighted to be representative of Virginia
population.
55
52
51
44
Q13 How satisfied are you with
61
Management of Public Funds Satisfaction Levels
for All Measures of Budget Management Are Low
32
Data weighted to be representative of Virginia
population.
28
26
24
Q14 Overall, how satisfied are you with VDOT in
regard to
62
Improving
VDOT Performance
63
Improving VDOT Performance

• In order to improve satisfaction and trust of
  VDOT, it is important to understand what
  attributes and functions impact satisfaction and
  trust.
• In order to identify the attributes and functions
  that impact satisfaction and trust of VDOT, a
  series of regression analyses (multiple and
  univariate) have been conducted to identify the
  attributes and functions that bring about
  satisfaction and trust of VDOT.
• The results of those analyses are presented on
  the next several slides.

64
Increasing Satisfaction with VDOT The
Hypothesized Model
Maintenance/constr roadways
Traffic mgt incident response
Management of public funds
Responsive to needs of citizens
Communicating
Quality of ride
Overall satisfaction with VDOT
Rest areas welcome centers
Maintenance/constr bridges
Cleanliness of roadways
Appearance of roadside
Signs pavement markings
Safety of roadways
Planning with communities
Accuracy of information
Daily traffic flow
Readability of signs
Total of 52 attributes tested
65
Increasing Satisfaction with VDOT The Revised
Hypothesized Model
Management of public funds
Traffic man. incident response
Maintenance/constr. (summary)
Responsive to needs of citizens
Overall satisfaction with VDOT
Communications (summary)
Quality of ride (summary)
Rest areas (summary)
Maintenance/constr bridges
Cleanliness of roadways (summary)
Appearance of roadside (summary)
Signs/pavement markings (summary)
Safety of roadways
Planning with communities
66
Increasing Satisfaction with VDOT The Derived
Model
.054
Management of public funds
.076
Traffic man. incident response
Multiple regression was used to develop the model.
.268
Maintenance/constr.
Overall satisfaction with VDOT
.111
Responsive to needs of citizens
.155
Communications
.080
Quality of ride
.080
Safety of roadways
.077
Planning with communities
67
Increasing Satisfaction with VDOT The Derived
Model
.054
Management of public funds
.076
Traffic man. incident response
Multiple regression was used to develop the model.
.268
Maintenance/constr.
Overall satisfaction with VDOT
.111
Responsive to needs of citizens
.155
Communications
.080
Quality of ride
.080
Safety of roadways
.077
Planning with communities

• Do not have significant impact on satisfaction
• Rest areas
• Cleanliness of roadways
• Appearance of roadside
• Signs/pavement markings

68
Increasing Satisfaction with VDOT The Derived
Model
.054
Management of public funds
.076
Traffic man. incident response
Multiple regression was used to develop the model.
.268
Maintenance/constr.
Overall satisfaction with VDOT
.111
Responsive to needs of citizens
.155
Communications
.080
Quality of ride
.080
Safety of roadways
.077
Planning with communities

• Do not have significant impact on satisfaction
• Rest areas
• Cleanliness of roadways
• Appearance of roadside
• Signs/pavement markings

69
Driving Satisfaction with
VDOT Communications The Derived Model
Accuracy
.071
.210
Multiple regression was used to develop the model.
Usefulness
VDOT Communications
.203
Timeliness
.081
Ease of obtaining
.221
Amount of information
70
Driving Satisfaction with Maintenance
Construction The Derived Model
.324
Regular maintenance
Multiple regression was used to develop the model.
Maintenance Construction
.212
Unexpected maintenance
.108
Maintenance construction of bridges
71
Increasing Trust in VDOT The Derived Model
Trust of VDOT
Regression was used to develop the model.
.787
Overall satisfaction with VDOT
72
Driving Satisfaction Trust The Derived Model
.071
Accuracy
.210
Usefulness
.203
Communications
Timeliness
.155
.081
Traffic man. incident response
Ease of obtaining
.221
.076
Amount
Planning with communities
.077
Trust of VDOT
Overall satisfaction with VDOT
Responsive to needs of citizens
.111
.787
.080
Quality of ride
.054
Management of public funds
.080
Safety of roadways
Regular maint.
.324
.268
Maintenance construction
.212
Unexpected maint.
.108
Bridge maint.
73
Driving Satisfaction Trust The Derived Model
.071
Accuracy
.210
Usefulness
.203
Communications
Timeliness
.155
.081
Traffic man. incident response
Ease of obtaining
.221
.076
Amount
Planning with communities
.077
Trust of VDOT
Overall satisfaction with VDOT
Responsive to needs of citizens
.111
.787
.080
Quality of ride
.054
Management of public funds
.080
Safety of roadways
Regular maint.
.324
.268
Maintenance construction
.212
Unexpected maint.
.108
Bridge maint.
74
Driving Satisfaction Trust The Derived Model
Builds trust equity Belief in VDOT in good
times and bad
Drives satisfaction with VDOT
Performance of daily VDOT activities
75
VDOT Opportunity Map


NEED TO IMPROVE BUILD
AND MAINTAIN
Driver (importance)
LOWER PRIORITY
RESERVE STRENGTH
Satisfaction Rating
76
Seven Areas Offer the Greatest Opportunity for
VDOT Improvement


NEED TO IMPROVE BUILD
AND MAINTAIN

• Communications
• Traffic management incident response
• Planning
• Responsiveness to needs of citizens
• Quality of ride
• Management of public funds
• Maintenance construction

• Safety of roadways

Driver (importance)
LOWER PRIORITY
RESERVE STRENGTH

• Rest areas
• Cleanliness of highways and roadways
• Appearance of roadside
• Signs and pavement markings

Satisfaction Rating
77
Seven Areas Offer the Greatest Opportunity for
VDOT Improvement


NEED TO IMPROVE BUILD
AND MAINTAIN

• Communications
• Traffic management incident response
• Planning
• Responsiveness to needs of citizens
• Quality of ride
• Management of public funds
• Maintenance construction

• Safety of roadways

Driver (importance)
LOWER PRIORITY
RESERVE STRENGTH

• Rest areas
• Cleanliness of highways and roadways
• Appearance of roadside
• Signs and pavement markings

Satisfaction Rating
78
The Seven Areas of Greatest Opportunity Represent
a Combination of Factors
across Several Dimensions
Intangibles Dimension
Operational Dimension

• Traffic management incident response
• Maintenance construction
• Quality of ride

• Management of public funds
• Responsive to needs of citizens
• Communications
• Planning with communities

79
Satisfaction with VDOT Is Driven by a Combination
of Factors
across Several Dimensions
Intangibles Dimension
Operational Dimension

• Traffic management incident response
• Maintenance construction
• Quality of ride
• Communications
• Management of public funds

• Management of public funds
• Responsive to needs of citizens
• Communications
• Planning with communities

80
Conclusion Implication

• Conclusion Seven key areas offer opportunity to
  improve the level of satisfaction and trust
  Virginia residents have in regard to VDOT.
• Implication Ensure that resource prioritization
  includes these seven key areas
• Quality of ride
• Communicating
• Maintenance and construction
• Traffic management and incident response
• Responsiveness to needs/preferences of citizens
• Planning for future needs
• Management of public funds

81
Conclusion Implication

• Conclusion Seven key areas offer opportunity to
  improve the level of satisfaction and trust
  Virginia residents have in regard to VDOT.
• Implication Ensure that resource prioritization
  includes these seven key areas
• Quality of ride
• Communicating
• Maintenance and construction
• Traffic management and incident response
• Responsiveness to needs/preferences of citizens
• Planning for future needs
• Management of public funds

Additional examination of responsive-ness to
needs/prefer-ences of citizens should be
included in future waves of this study.
82
Conclusion Implication

• Conclusion VDOTs performance on these measures
  tends to vary across Districts. Its strongest
  performance tends to be, consistently, in
  Staunton, Bristol, Lynchburg and Salem. Its
  weakest performance is most often posted for
  Northern Virginia, Fredericksburg and Hampton
  Roads. Richmond and Culpeper tend to fall
  between these two extremes.
• Implication All Districts are important to grow
  and maintain VDOTs performance statewide. But,
  improvements in Northern Virginia, Fredericksburg
  and Hampton Roads are needed in particular.

83
Recommended Monitoring and Reporting Schedule
Monitor and report 4x each year Monitor report annually
Trust All measures
Satisfaction
Communications overall 5 drivers
Traffic management/ incident response
Planning with communities
Responsiveness to needs of citizens
Quality of ride overall
Management of public funds
Safety of roadways
Maintenance construction overall 3 drivers
84
Contact with VDOT
85
As Reported Earlier, Virtually All Virginia
Residents Have Contact with VDOT

2007 differs significantly from 2006 at a 95
confidence level
Q15 Tell me, in which of the following ways
have you come into contact with VDOT during the
past year?
86
Contact with VDOT Has Stayed Fairly
Constant over the Past Year In All Districts
About 9 of 10 residents have had some form of
contact with VDOT over the past year regardless
of the District in which they live.


2007 differs significantly from 2006 at a 95
confidence level
Q15 Tell me, in which of the following ways
have you come into contact with VDOT during the
past year?
87
Virginia Residents Continue to Have High Levels
of Contact with VDOT But, For the Most Part,
They Do Not Initiate the Contact
Data weighted to be representative of Virginia
population.
No statistically significant changes are posted
in comparison to 2006.
9 have called 511 and, 8 have accessed 511
online
Q15 Now, lets talk about any contact you might
have had with VDOT in the past year. Tell me, in
which of the following ways have you come into
contact with VDOT during the past year?
88
Districts Vary Slightly in the Type of Contact
Residents Have with VDOT

• Residents of Northern Virginia and Hampton Roads
  are more likely than the other Districts to have
  encountered electronic message boards.
• Hampton Roads residents are also more likely to
  have encountered Safety Service Patrols.
• Northern Virginia residents are more likely to
  have searched the VDOT Web site and more likely
  to have sent an email to VDOT.
• Residents of Hampton Roads and Fredericksburg are
  more likely to have accessed 511 online but not
  more likely to have called 511.
• Residents of Lynchburg and Bristol are more
  likely to have called a VDOT office.
• Residents of Bristol and Salem are less likely to
  have read or heard anything about VDOT in the
  news.

89
About One-fourth of Those Who Contacted VDOT
Reported a Problem
or Voiced a Complaint
26 contacted VDOT for a negative issue
Data weighted to be representative of Virginia
population.
48 contacted VDOT for a neutral issue
Only 3 contacted VDOT for a positive issue
It is unknown whether these points of contact
were positive or negative in nature.
Q16 You indicated that you have had contact
with VDOT during the past year. Which of the
following best describes the nature of that
contact?
90
Slightly Fewer Reported a Problem This Year
While Slightly More Requested Information
Data weighted to be representative of Virginia
population.



2007 differs significantly from 2006 at a 95
confidence level

Q16 You indicated that you have had contact
with VDOT during the past year. Which of the
following best describes the nature of that
contact?
91
Two-thirds of Those Who Had Specific Interaction
with VDOT Report that the Tone of the Interaction
Was Positive
Data weighted to be representative of Virginia
population.
NOTE Question asked of those who contacted VDOT
with a complaint, problem, question, or request.
65
Q17 Still thinking about this specific
interaction with VDOT, how would you characterize
the nature of the tone of that interaction?
92
The Tone of Interactions with VDOT
Is about the Same This Year as Last Year
2007 differs significantly from 2006 at a 95
confidence level
Data weighted to be representative of Virginia
population.
NOTE Question asked of those who contacted VDOT
with a complaint, problem, question, or request.

Q17 Still thinking about this specific
interaction with VDOT, how would you characterize
the nature of the tone of that interaction?
93
Two-thirds of VDOT Employees Contacted Had
Sufficient Knowledge to Answer Inquiries
Data weighted to be representative of Virginia
population.
62
NOTE Question asked of those who contacted VDOT
with a complaint, problem, question, or request.
Q18 During your interaction with VDOT, how
would you characterize the knowledge and ability
of the VDOT employees with whom you spoke to find
an answer to your inquiry?
94
Perception of the Ability of VDOT Employees to
Respond to Inquiries Is about the Same this Year
as Last
2007 differs significantly from 2006 at a 95
confidence level
Data weighted to be representative of Virginia
population.
NOTE Question asked of those who contacted VDOT
with a complaint, problem, question, or request.

Q18 During your interaction with VDOT, how
would you characterize the knowledge and ability
of the VDOT employees with whom you spoke to find
an answer to your inquiry?
95
More than 40 Were Not Satisfied with the Way
Their Problem Was Handled by VDOT
Data weighted to be representative of Virginia
population.
42 were not satisfied
NOTE Question asked of those who contacted VDOT
with a problem or complaint.
Q19 You mentioned that you voiced a complaint
or reported a problem to VDOT. How satisfied are
you with the way that complaint or problem was
handled by VDOT?
96
Satisfaction with VDOTs Handling of Complaints
and Problems Has Remained at about the Same
Levels in 2006 and 2007
Data weighted to be representative of Virginia
population.
NOTE Question asked of those who contacted VDOT
with a problem or complaint.
Q19 You mentioned that you voiced a complaint
or reported a problem to VDOT. How satisfied are
you with the way that complaint or problem was
handled by VDOT?
97
Relationship Between Nature of Contact and
Satisfaction/Trust
98
How VDOT Handles a Complaint Makes a Difference
VDOT Has the Power to Turn a Negative into a
Positive
Overall Satisfaction
Data weighted to be representative of Virginia
population.
Q19 You mentioned that you voiced a complaint
or reported a problem to VDOT. How satisfied are
you with the way in which your complaint or
problem was handled by VDOT?
Trust
Example of how to read graph 72 of those
satisfied with how their complaint was handled
are satisfied with VDOT overall. In contrast,
only 22 of those not satisfied with handling of
their complaint are satisfied with VDOT overall.
99
VDOT Can Control the Outcome of an Interaction
by Managing the Tone of the Interaction
Overall Satisfaction
Data weighted to be representative of Virginia
population.
Q17 Still thinking about this specific
interaction with VDOT, how would you characterize
the nature of the tone of that interaction?
Trust
Example of how to read graph 56 of those who
reported the tone of the interaction with VDOT as
positive are satisfied with VDOT overall. In
contrast, only 20 who reported the tone as
negative are satisfied with VDOT overall.
100
The Perceived Knowledge and Ability of VDOT
Employees Also Impacts the Outcome of Interaction
Overall Satisfaction
Data weighted to be representative of Virginia
population.
Q18 During your interaction with VDOT, how
would you characterize the knowledge and ability
of the VDOT employees with whom you spoke to find
an answer to your inquiry?
Trust
Example of how to read graph 53 of those who
said that the knowledge of VDOT employee was
sufficient are satisfied with VDOT overall. In
contrast, only 21 of those who said the
knowledge of VDOT employee was not sufficient are
satisfied with VDOT overall.
101
Conclusion Implication

• Conclusion As would be expected, residents of
  Virginia are less likely to contact VDOT to voice
  a compliment than to report a problem or
  complaint or request information/ask a question.
  VDOT often manages these encounters
  successfully in that about two-thirds feel the
  knowledge of VDOT employees was sufficient, and
  two-thirds say that the tone of the interaction
  was positive. These qualities and experiences
  are important because they lead to satisfaction
  and trust of VDOT.
• Implication Every VDOT-citizen interaction
  matters. Continue to develop the communications
  skills of all VDOT employees who are in positions
  that involve citizen contact.

102
511 Virginia
103
Unaided Awareness of 511 Virginia Telephone Is
4 It Is 3 for the Web Site
Data weighted to be representative of Virginia
population.
Combined, total unaided awareness of 511 Virginia
is 10.
Q20 Now, think about the various sources of
information about transportation and traffic
available to the public. What sources of travel
and transportation have you heard of?
104
In Total, Slightly More than One-third of
Virginians Are Aware of 511 Virginia
Data weighted to be representative of Virginia
population.
38 are aware of 511 Virginia
Q20 Now, think about the various sources of
information about transportation and traffic
available to the public. What sources of travel
and transportation have you heard of? Q21
Prior to this interview, had you ever heard of or
read about 511, 511 Virginia, or 511 Virginia.org?
105
Nearly Half of the Residents of Staunton and
Richmond Are Aware of 511 Virginia, While Only
One-fourth of Residents of Northern Virginia Are
Aware of 511 Virginia
48
47
44
44
42
34
31
31
25
Q20 Now, think about the various sources of
information about transportation and traffic
available to the public. What sources of travel
and transportation have you heard of? Q21
Prior to this interview, had you ever heard of or
read about 511, 511 Virginia, or 511 Virginia.org?
106
Nearly Half of the Residents of Staunton and
Richmond Are Aware of 511 Virginia, While Only
One-fourth of Residents of Northern Virginia Are
Aware of 511 Virginia
48
47
44
44
42
34
31
31
25
Q20 Now, think about the various sources of
information about transportation and traffic
available to the public. What sources of travel
and transportation have you heard of? Q21
Prior to this interview, had you ever heard of or
read about 511, 511 Virginia, or 511 Virginia.org?
107
Radio or TV Reports and VDOT Highway Message
Signs Are Mentioned More often than Other Forms
of Communication as Being Most Useful
Including 511
Data weighted to be representative of Virginia
population.
2 said 511 telephone is most useful and, 2
said the 511 Web site is most useful.
Q22 Which of the following tools do you find
most useful for providing you with traffic
information to plan your routes when traveling?
108
Usefulness of 511 Has Doubled
Since Last Year
Data weighted to be representative of Virginia
population.
In 2006, 2 said 511 Virginia was the most
useful tool (telephone and online not separated).


2007 differs significantly from 2006 at a 95
confidence level
Q22 Which of the following tools do you find
most useful for providing you with traffic
information to plan your routes when traveling?
109
Familiarity of the Telephone Service Is about
Twice the Level of the Web Site But, There Is
Opportunity to Grow Familiarity with Both
Data weighted to be representative of Virginia
population.
Telephone
NOTE Question asked of those aware of 511
telephone / Web site. Question not asked
previously.
Web site
Q23 Overall, how familiar are you with the 511
telephone service? Q24 Overall, how familiar
are you with the 511 online service, sometimes
called 511 Virginia or 511 Virginia.org?
110
Slightly More than 1 out of 10 Virginia Residents
Have Ever Used 511
Data weighted to be representative of Virginia
population.
Telephone only 7 Online only 3 Both
telephone 3 online
Q25a Have you ever called or logged onto 511
Virginia for traffic or traveler information?
111
Residents of Staunton and Hampton Roads
Are Most Likely to Have Ever Called or
Logged Onto 511 Virginia
Q25a Have you ever called or logged onto 511
Virginia for traffic or traveler information?
112
Both Information Needs (e.g., Traffic) and
Specific Media (e.g., Highway Sign) Prompt the
Use of 511 Virginia
Traffic 16
Word of mouth 14
Highway sign 11
Advertisement 8
Weather 7
Trip planning 6
Web link 6
Dont know 4
Data weighted to be representative of Virginia
population.
NOTE Question asked of those who have used 511.
Only most frequent mentions listed. Only most
frequent mentions are shown.
Q25b What prompted you to use 511?
113
511 Users Tend to Be Repeat Users
Data weighted to be representative of Virginia
population.
Frequency of Using 511 Frequency of Using 511 Frequency of Using 511
Telephone service Online service
Used one time 30 28
Used more than once 69 71
NOTE Question asked of those who have used 511.
Q27 How many times have you used the 511
telephone service, once or more than once? Q32
How many times have you used the 511 online
service, once or more than once?
114
511 Users Tend to Be Repeat Users
Frequency of Using 511 Frequency of Using 511 Frequency of Using 511
Telephone service Online service
Used one time 30 28
Used more than once 69 71
Data weighted to be representative of Virginia
population.
NOTE Question asked of those who have used 511
more than one time.
Q27 How many times have yu used the 511
telephone service, once or more than once? Q32
How many times have you used the 511 online
service, once or more than once?
115
About Two-thirds of Repeat 511 Users Both
Telephone and Online Use the Service Less Often
than Once a Month
Frequency of Using 511 Frequency of Using 511 Frequency of Using 511
Telephone service Online service
Less often than once a month 68 67
Several times a month but not every week 16 21
About once a week 5 6
More than once a week 10 5
Data weighted to be representative of Virginia
population.
NOTE Question asked of those who have used 511
more than one time.
Q28a/Q33 How often would you say you use the 511
telephone/online service?
116
Telephone Users Are Seeking Information about
Traffic Conditions Online Users Are as Likely to
Be Seeking Information about Road Conditions as
Traffic Conditions
Frequency of Using 511 Frequency of Using 511 Frequency of Using 511
Telephone service Online service
Traffic conditions 58 40
Road conditions 33 38
Alternate routes 24 21
Weather 14 16
Trip planning 7 12
Location of traveler services 6 4
Other 5 3
Nothing in particular 1 6
Dont know 1 -
Data weighted to be representative of Virginia
population.
NOTE Question asked of those who have used each
service.
Q28b Which of the following best describes the
type of information you were seeking when you
called 511 telephone service? Q33b Which of
the following best describes the type of
information you were seeking when you used 511
online service?
117
Half of Those Using 511 Either Telephone or
Online Changed Their Behavior Based on the
Information Obtained
Telephone service Online service
Changed behavior (net) 50 50
Based on the information I obtained, I changed my route or took another road 38 30
Based on the information I obtained, I changed my travel time 18 22
Based on information received, changed to another type of transportation 3 2
Obtained some information, but did not change behavior (net) 36 42
I obtained helpful information, but did not change travel in any way 30 34
Obtained information but it was not helpful 8 9
No information (net) 15 2
Not able to obtain any information 9 1
Information sought was not available 7 1
The information obtained reduced the stress or frustration of trip 17 20
Dont know 2 3
Data weighted to be representative of Virginia
population.
Q29a Which of the following best describes your
experience using the 511 telephone service?
Q34a Which of the following best describes your
experience using the 511 online service?
118
Users of Both the Telephone Service and the Web
Site Are Moderately Satisfied
Telephone
Data weighted to be representative of Virginia
population.
Web site
Q30/Q35 Thinking about the 511 telephone/online
service overall, how satisfied are you with the
511 telephone service?
119
About Half of Telephone Users and Web Site Users
Are Likely to Use 511 again in the Future
Telephone
Data weighted to be representative of Virginia
population.
Web site
Q31/Q36 How likely are you to use the 511
telephone service/online service in the future?
120
Conclusion Implication

• Conclusion Currently, about one-third of
  Virginia residents are aware of 511 Virginia.
  Usefulness of 511 Virginia has doubled since last
  year, going from 2 to 4.
• Implication Continue to market and promote 511
  Virginia both telephone and online. Expect
  levels of both awareness and usage to increase
  especially with the launch of the new Web site.
  However, quarterly monitoring of usage levels may
  be too frequent to read differences over time.

121
Conclusion Implication

• Conclusion Residents most often use the 511
  telephone service to obtain traffic information.
  The online service is used for traffic
  information as well as road conditions, alternate
  routes, weather and trip planning.
• Implication The type of information that drives
  usage of 511 telephone and online may not yet be
  established clearly. While traffic information
  is important especially for use of the
  telephone service there are numerous reasons
  for using 511. The availability of traffic
  information at 511 will be an important component
  of marketing messages. But, messages should not
  be limited to this idea. Explore the development
  of marketing messages capturing the other types
  of information (benefits) available at 511
  Virginia.

122
Summary of Key Findings
123
Summary of Key Findings

• VDOT posts significant improvement since last
  year on key measures of satisfaction and trust
  but, there continues to be opportunity to improve
  these scores.
• Resident satisfaction and trust vary across
  District. The most positive scores are posted
  for Lynchburg, Bristol, Staunton, and Salem.
  Lower levels of satisfaction and trust are posted
  for Hampton Roads and Fredericksburg.
• In terms of specific functional areas, VDOTs
  highest satisfaction ratings tend to be for
  physical attributes and conditions of the
  roadways. Lowest ratings are for issues related
  to planning and management.
• Satisfaction with specific functional areas also
  varies across District. More positive ratings
  are reported for rural areas, such as Lynchburg,
  Bristol, Staunton, and Salem. Less favorable
  ratings are posted for larger urban areas, such
  as Northern Virginia, Hampton Roads and
  Fredericksburg.

124
Summary of Key Findings

• A model was developed to identify the attributes
  and factors that drive satisfaction and trust of
  VDOT. This model identifies 8 key drivers. By
  improving its performance on these drivers, VDOT
  will be able to improve its overall level of
  satisfaction and build trust equity. The 8 key
  drivers are
• Management of public funds
• Traffic management and incident response
• Maintenance and construction
• Responsiveness to needs of citizens
• Communications
• Quality of ride
• Safety of ride
• Planning with communities
• (Note Drivers are listed in no specific order.)

125
Summary of Key Findings

• The model also identifies a statistically
  significant relationship between satisfaction and
  trust. By growing satisfaction, VDOT will also
  grow its level of trust equity the belief and
  support of Virginians in good times and in bad.
• The significant attributes and factors identified
  in the model should be monitored quarterly and
  reported on the Dashboard.
• Slightly more than one-third of Virginians are
  aware of 511 Virginia. Awareness is highest in
  Staunton and Richmond and lowest in Northern
  Virginia.
• Slightly more than 1 out of 10 Virginians have
  ever used 511 Virginia. Residents are about
  twice as likely to have used the telephone
  service as the Web site.
• The need to obtain information about traffic
  conditions often seems to drive use of 511
  Virginia especially the telephone service.
  But, a variety of information is sought,
  including road conditions, alternate routes,
  weather and trip planning.

126
Thank You For additional information on this
study,
please contact Karen Smith, Ph.D., at
SIR, Inc., ksmith_at_sirresearch.com
127
Appendix
128
Satisfaction with VDOT
Functional Areas
Across Districts
129
Satisfaction with VDOT Communications
130
The Highest Level of Satisfaction with VDOT
Communications Is for Accuracy of the Information
Lowest Is Related to the Amount of Information
46
Data weighted to be representative of Virginia
population.
42
39
36
30
Q7 Next, lets think about some specific
aspects of VDOT communications and the
information provided by VDOT. Again, please tell
me how satisfied you are with VDOT in regard to
131
Lower Levels of Satisfaction Are Posted for
Hampton Roads, Northern Virginia, and
Fredericksburg in Regard to The Accuracy of
Information Provided by VDOT
59
55
55
52
51
49
41
41
39
Q7a Next, lets think about some specific
aspects of VDOT communications and the
information provided by VDOT. Again, please tell
me how satisfied you are with VDOT in regard to
The accuracy of information provided by VDOT?
132
Staunton Residents Are Most Satisfied with the
Usefulness of VDOT Information
55
48
47
46
45
43
42
36
33
Q7b Next, lets think about some specific
aspects of VDOT communications and the
information provided by VDOT. Again, please tell
me how satisfied you are with VDOT in regard to
Usefulness of information provided by VDOT?
133
Fredericksburg Residents Are Not as Satisfied
with the Timeliness of VDOT Information as
Other Districts
53
47
45
43
40
38
37
34
26
Q7c Next, lets think about some specific
aspects of VDOT communications and the
information provided by VDOT. Again, please tell
me how satisfied you are with VDOT in regard to
The timeliness of information provided by VDOT?
134
Ease of Obtaining Information Appears to Be a
Problem Statewide
Satisfaction Levels Are Below 50 in
All Districts
48
46
45
40
36
34
33
31
31
Q7d Next, lets think about some specific
aspects of VDOT communications and the
information provided by VDOT. Again, please tell
me how satisfied you are with VDOT in regard to
The ease of obtaining information provided by
VDOT?
135
The Amount or Quantity of Information Provided by
VDOT Appears to Be a Problem Throughout the State
The Highest Level of Satisfaction Is Posted for
Staunton at 40
40
But, its not clear if residents are receiving
too much information or not enough.
38
37
34
30
30
29
26
18
Q7e Next, lets think about some specific
aspects of VDOT communications and the
information provided by VDOT. Again, please tell
me how satisfied you are with VDOT in regard to
The quantity or amount of information or
communications you receive from VDOT?
136
Satisfaction with VDOT Maintenance
137
Residents Are Slightly More Satisfied with VDOTs
Regular Maintenance of the Roadways than Its
Response to Unexpected Maintenance Needs
Data weighted to be representative of Virginia
population.
42
36
Q8 Overall, how satisfied are you with
138
Staunton Residents Are Most Likely to Be
Satisfied with VDOTs Regular Maintenance
Hampton Roads, Richmond and Fredericksburg Are
Least Likely
62
56
52
52
45
44
35
33
32
Q8a Overall, how satisfied are you