Title
CATS Market Research Contract
Action
Action:
A. Authorize the City manager to negotiate and execute a contract for up to $250,000 with Southeastern Institute of Research, Inc. to conduct customer satisfaction surveys on CATS services, and
B. Authorize the City Manager to amend the contract consistent with the City's business needs and the purpose for which the contract was approved.
Body
Staff Resource(s):
Olaf Kinard, CATS
Explanation
* CATS' market research program obtains information using telephone surveys and surveys conducted with customers while riding transit. These surveys capture the perceptions, attitudes, beliefs, expectations, and needs of current transit customers and non-customers in relation to their commutes.
* Recommendations are developed from the research and used to:
* Develop programs to enhance customer service;
* Design services to attract new customers;
* Develop business initiatives for CATS' Strategic Operating Plan; and
* Determine the allocation of resources.
* Prior results of similar research have resulted in strategies including:
* Focus on senior citizen programs;
* Enhanced safety to attract new riders;
* Installation of new bus stop signs, schedule information at bus stops, and bus shelters; and
* Increased frequency of service on weekends.
* On August 3, 2015, the City issued a Request for Proposals (RFP) for conducting customer satisfaction survey services; three proposals were received from interested service providers.
* CATS staff evaluated the proposal according to the following RFP criteria:
* Approach and methodology to implementing marketing research projects;
* Account management;
* Active client list;
* Agency resources; and
* Price.
* Staff recommends Southeastern Institute of Research, Inc., as its proposal best meets the City's needs in terms of experience, resource capacity, price, and Disadvantaged Business Enterprise participation.
Disadvantaged Business Ente...
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