RTD launches near-term plan to enhance customer experience and increase transit utilization
RTD has launched a comprehensive Customer Experience and Transit Utilization Action Plan to improve how the agency delivers services, communicates, and connects with its customers. Developed over several months, the plan includes nearly 60 tactics shaped by feedback received from RTD’s customers, staff, Board of Directors, and annual surveys. The near-term action plan closely aligns with the agency’s Strategic Plan and Annual Scorecard, and focuses efforts during a seven-month timeline.
“Having a laser-like focus on customer experience is paramount and supports the agency’s near-term and future successes,” said Debra A. Johnson, RTD’s General Manager and CEO. “This action plan ensures the agency’s customers are at the center of every decision made, from communications to service delivery.”
The action plan includes strategies to improve service reliability, personal safety and security, cleanliness, wayfinding, digital tools, communications, and the overall ease of using RTD services. The plan also emphasizes a customer-first approach to ensure individuals feel informed, supported, and valued throughout their journey. The launch reflects a renewed, agency-wide commitment to understanding customer needs, improving service quality, and creating a more seamless travel experience across RTD’s entire system.
The plan is organized into five focus areas: (1) Service Delivery and Amenities; (2) Fares and Pass Programs; (3) Communications and Information; (4) Awareness and Education; and (5) Engagement and Outreach. Several of the tactics are currently underway, including a high-volume events plan, promotion of RTD pass programs, a new mobile application, and bus and rail ride-alongs by RTD’s leadership team.
“By listening to our customers, understanding their needs, and continuously improving services, we’re able to foster long-term loyalty,” said Stuart Summers, RTD’s Chief Communications and Engagement Officer. “A positive experience means that our customers feel supported, informed, and confident using RTD’s services, and it directly impacts their future decisions to take RTD.”
Additional work will begin in 2026 to build upon the near-term action plan and develop a multi-year customer experience program. A copy of RTD’s Customer Experience and Transit Utilization Action Plan is available online.