Customers are at the heart of what we do, but there is also room for so much more.

 “If I had asked people what they wanted, they would have said faster horses.”
Attributed to Henry Ford (perhaps?)

I have had the opportunity to work on a wide range of projects and challenges in the transport industry. One topic that has gained much attention in recent years is the concept of a "customer-centric" approach to public transport.

A common narrative is that direct customer input is essential for improving the overall passenger experience and driving growth. This often involves implementing measures such as increased frequency of service, improved amenities, and more convenient payment options. It has also led to some important shifts, such as improved accessibility for our communities.

One challenge is that the potential for a "customer is always right" mentality leads to a lack of innovation and an over-reliance on tried-and-true methods. While it is essential to listen to and address the needs and concerns of customers, it is also important to be open to new ideas and approaches that may take time to become popular but have the potential to drive significant improvements in the long term. Take, for example, customer sentiment towards active transport options - while generally supportive, most customers don't want these out the front of their house. This highlights an important opportunity for how we can work with communities and undertake good stakeholder engagement to not just leave it at "the customer is always right" but instead challenge the status quo and educate the public about what could be possible.

Another issue is the potential for an unchecked customer-centric approach to prioritise the needs of particular groups over others. For example, a focus on improving amenities and convenience for business travellers may come at the expense of accessibility for disabled passengers or affordability for low-income riders. It is crucial to consider the needs of all stakeholders and find a balance that serves the greater good.

Finally, it is worth considering the potential unintended consequences of a purely customer-centric approach. For example, efforts to increase the frequency of service and reduce wait times may result in higher operating costs and potentially higher fares for all passengers.

While there is no doubt that these efforts are important and can certainly contribute to a better experience, I believe it is important also to consider the potential limitations of a purely customer-centric approach; it is blending the voice of the customer together with professional expertise that we can create magic, workable, and loveable transport solutions.