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Behind the Curtain of Customer Experience

Friday, October 2, 2020

Categories: Blog, Employees

You may know our customer experience representatives –⁠ or CRXs, for short –⁠ as voices on the phone or faces in the information booth at CATA facilities.

At a glance, these employees sell passes, administer fare tokens and provide rider information. But their role goes far beyond what meets the eye.

CXR Nick Zickefoose cites around a dozen online programs he has to use quickly and efficiently to give customers the best information.

“I do feel like a lot of the people in the City of Lansing tend to view us as a very reliable source of information, not just for CATA,” Zickefoose said. “Oftentimes we’ll end up answering questions just about the city in general, for people that have just moved here.”

The customer experience department receives hundreds of phone calls a day. Sometimes these come from parents asking for information for their students. Other times, calls come from those looking for a ride to a nearby homeless shelter for their next meal. The team knows many of these customers by name, and remains when to lend a helping hand or listening ear.

“Just being able to help somebody is one of my most enjoyable parts about this job,” said Schuyler Brown, another member of the CXR team.

Customer Experience Representative Schuyler Brown poses in front of the CATA Transportation Center

Zickefoose recounts the times he’s stayed on the phone with new riders until they reach their nearest bus stop and feel comfortable. He’s also provided words of encouragement to customers going through tough times.

 “There are a lot of moments where there’s a deeper interaction with our customers and the people who live in Lansing,” Zickefoose said.

Customer Experience Supervisor Sam Soliz notes there are many unpredictable factors in public transportation –⁠ weather, traffic, red lights, accidents, medical emergencies and detours to name a few.

“If our department can use our tools and our empathy to eliminate any or all of that stress, we’ve made the customers day just a little bit better,” Soliz said. “That’s what it’s all about –⁠ removing just one pain point from their day in the hopes of making it better.”

Thank you to this team for making days at CATA better for our employees, riders and the public. The community is incredibly fortunate to have such empathetic, resourceful and talented representatives getting people where they need to go.

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