RNIB has awarded Reading Buses exemplar status in the following areas, recognising that these approaches could be emulated across the industry by other providers in order to improve access to transport for blind and partially sighted people:
About Reading Buses
Reading Buses are a municipally owned operator who have been transporting customers in and around Reading for over 100 years.
Reading Buses achievements have been recognised through many industry accolades, including most recently the 'Winner of Top Shire Operator' at the prestigious UK Bus Awards 2012.
A 'Stop for me' policy
Buses generally rely on the person waiting at the bus stop to flag down the bus they are waiting for. However RNIB research shows that 9 in 10 people with sight loss cannot see an approaching bus in time to hail it.
Reading Buses have responded to this problem by introducing a policy that their drivers should stop when someone is standing at a bus stop, unless the person has clearly signalled they do not want that bus. This simple change has helped to improve the service they offer to all bus users, as well as giving added reassurance to those passengers with sight problems.
RNIB's bus campaign has called upon all bus operators to revise their stopping practices in this way, to ensure that their drivers stop for blind and partially sighted people waiting at a bus stop.
A 'Speak to me' policy
Without accessible information many blind and partially sighted people simply cannot travel by bus. RNIB's research has revealed that over half of blind and partially sighted people who were asked had difficulty obtaining travel information from the bus driver, including basic information such as the bus route or destination, information about diversions or directions to a seat.
Reading Buses believe that acknowledging customers and saying hello are fundamental elements of good customer service. Since 2008 they have set a goal for their bus drivers to acknowledge every customer when they board the bus, by making eye contact and saying hello.
"We treat our policy as essential to our customer service ethos, but we also know that this policy helps drivers spot and speak to anyone boarding who has a white cane or guide dog." says Mick Hughes, Head of Training at Reading Buses.
An accessible customer feedback process
It is often difficult for blind and partially sighted customers to make a complaint about a bus service. They are usually required to provide bus registration details or other vehicle identifiers, which are often not provided in an accessible format. Some operators will also only deal with formal written complaints (sent in via letter). For these reasons many blind and partially sighted customers simply do not bother to complain about any instances of poor service they receive because the process is inaccessible.
Reading Buses have simplified its complaints process to ensure that blind and partially sighted customers are not excluded. They do not require customers to provide bus identification details when providing feedback. Instead customers can simply report the time they boarded the bus, their direction of travel, and stop. Travel pass information can also be used to track the route the customer took.
The company also encourages customers to provide feedback in whatever format suits them: email, online enquiry form, by phone, written letter, social media, or in person.
Reading Buses recognise that receiving and reacting to customer feedback is vital to their business. They have developed a clear and accessible customer feedback process and employ a dedicated "Customer Champion" whose job it is to represent and champion the opinions and complaints raised by customers, and manage this feedback to a satisfactory conclusion. The Customer Champion ensures that all complaints are followed up and responded to wherever possible, with feedback given to the driver involved. Positive feedback is also followed up, details are logged on the driver's record and he/she will always be directly praised by their manager.
Are your services exemplary too?
We want to celebrate more best practice and we are keen to hear from transport providers who believe they have a service which is already going that extra mile for blind and partially sighted people. Get in touch with us to share your best practice.
Tel: 01733 37 53 45
Email: transport@rnib.org.uk