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This lesson was Lesson of the Month for April 2006! Examine the contextual factors and carefully manage the associated issues that will determine the success or failure of a regional fare card project.Experience of seven partner public transportation agencies in the Central Puget Sound region of Washington in setting up a regional fare card program. April 2006 Background (Show)Lesson Learned (Hide)The context in which a partner agency conducts its operations has a significant effect on their view of the potential value and benefits to be derived from participation in a regional fare card project. Context refers to aspects of each partner agency such as characteristics of their customer base, geographic constraints, agency services mix, internal agency governance structure, legacy systems in place, and the agency’s existing fare structure. More detailed insights regarding the importance of accounting for agency characteristics and differences in context are discussed below: Examine the different contextual factors associated with each partner agency. Partner agencies in a regional fare coordination project are likely to differ in a number of key contextual factors including:
Address the unique agency-specific contextual issues. Each Puget Sound RFC partner agency brought its contextual issues to discussions about participating in the regional program. Each sought to achieve a partnering arrangement that reflected their specific situation, and avoided arrangements or compromises that could jeopardize its ability to maintain and grow a satisfied customer base of transit riders. The smaller, more rural and isolated partner agencies generally serve lower income customers who have a strong preference for paying cash for their transit rides. These agencies were concerned that their customers would be uncomfortable with anything other than a pay-as-you-go fare system, and that their lower income customers would not be able or willing to pay the minimum amount needed to purchase a fare card. These transit customers might only rarely take long-distance, cross-jurisdiction transit rides which the regional fare card is particularly designed to facilitate. Customers of at least one of the partner agencies are largely dependent on the Washington State Ferry system (also a partner agency) for access to the urban centers of Puget Sound, thereby further complicating regional travel. Each partner agency lobbied for its own interests and those of its customers. None wanted to risk losing customers because of the RFC program. For some of the smaller outlying agencies, the estimated costs of participation exceeded the benefits they thought they could derive. Map the contextual issues carefully in devising potential solutions. Several factors were critical in overcoming these contextual issues.
Forge a regional partnership arrangement capable of addressing the specific characteristics of individual partner agencies and their customers. While developing a regional fare card partnership program, the following should be considered:
Support for the Central Puget Sound RFC Project has been strengthened by a collaborative approach that seeks to account for the differences and similarities in the context in which each of the partner agencies operates. Accounting for the contextual factors discussed herein in the design and governance of the RFC Project has fostered a high level of trust and support for the regional approach, along with a willingness to compromise where needed to assure that the system will work for everyone. ClassificationsLesson Categories Design & Deployment > Project Management States Countries Focus Areas Major Initiatives > Mobility Services for All Americans Goal Areas Keywords smart cards, electronic fare payment, SmartCard, smart card, SmartCards Lesson ID: 2006-00219
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