TESTING CUSTOMER ACCEPTANCE OF SMARTCARDS AT THE CHICAGO TRANSIT AUTHORITY

In August 2000, the Chicago Transit Authority (CTA) launched a pilot program designed to test the technological feasibility and customer acceptance of a fare payment SmartCard. A customer satisfaction survey was conducted as part of the pilot program. All 3,500 CTA customers who purchased a $5 SmartCard were mailed a detailed 3-page survey which was also made available via the Internet at CTA's website. Over 1,300 Pilot Program participants responded, a 37% response rate. The purpose of the survey was to determine which of 22 different features of the SmartCard were most and least liked by CTA customers, and to determine which of 20 potential new SmartCard features were most or least attractive. Travel, prior fare payment and demographic characteristics of all survey respondents were also analyzed. This paper summarizes the key findings of the SmartCard customer satisfaction survey and reviews the conclusions drawn regarding appropriate next steps in a system-wide implementation program