Meeting_Body
EXECUTIVE MANAGEMENT COMMITTEE
JANUARY 15, 2026
Subject
SUBJECT: CUSTOMER EXPERIENCE UPDATE
Action
ACTION: RECEIVE ORAL REPORT
Heading
RECOMMENDATION
Title
RECEIVE oral report on recent Customer Experience campaigns and initiatives.
Issue
ISSUE
Over the past quarter, the Customer Experience (CX) Cabinet continued to advance Metro’s strategic priorities by improving customer journey, improving brand representation and increasing revenue opportunities. Within the CX Cabinet, the Marketing, Public Relations, Social Media, Events, Revenue Generation and Partnerships teams launched several key programs and initiatives that are contributing to ridership growth, brand trust, system safety and community engagement.
Equity_Platform
EQUITY PLATFORM
The Customer Experience Cabinet works to ensure all campaigns, initiatives, and programs are accessible, culturally relevant, and responsive to the needs of Metro’s diverse customer base. This collaboration helps embed equitable practices in all aspects of customer communications, engagement, and service delivery. The Customer Experience Cabinet has worked with the Office of Civil Rights, Racial Equity and Inclusion (OCRREI) on campaigns including the LIFE and GoPass Programs as well as partnership engagements including The Taste of Soul and Korean American Festival.
These initiatives underscore Metro’s commitment to providing a safer, more reliable, and more welcoming transit experience for all riders. Through the integration of marketing, communications, community partnerships, customer service, and arts programming, the Customer Experience Cabinet continues to elevate Metro’s brand, support revenue generation, and strengthen public trust-positioning the agency for upcoming service expansions and major international events.
Additionally, across the Customer Experience cabinet, materials are produced in multiple languages and media relations team can do live interviews to disseminate information in English and Spanish and works across multi-cultural media to ensure news and other updates are distributed in as many languages as possible to reach different cultural groups.
Vehicle_Miles_Traveled _Outcome
VEHICLE MILES TRAVELED OUTCOME
VMT and VMT per capita in Los Angeles County are lower than national averages, the lowest in the SCAG region, and on the lower end of VMT per capita statewide, with these declining VMT trends due in part to Metro’s significant investment in rail and bus transit.* Metro’s Board-adopted VMT reduction targets align with California’s statewide climate goals, including achieving carbon neutrality by 2045. To ensure continued progress, all Board items are assessed for their potential impact on VMT.
As part of these ongoing efforts, this item is expected to contribute to further reductions in VMT. This item supports Metro’s systemwide strategy to reduce VMT through customer experience activities that will improve, benefit and further encourage transit ridership, ridesharing, and active transportation. Metro’s Board-adopted VMT reduction targets were designed to build on the success of existing investments, and this item aligns with those objectives.
While this item does not directly encourage taking transit, sharing a ride, or using active transportation, it is a vital part of Metro operations as it builds awareness of service through advertising, social media and media relations; improves the overall customer experience through wayfinding and customer service; and better understands customer sentiment and priorities enabling Metro to strengthen its service. Because the Metro Board has adopted an agency-wide VMT Reduction Target, and this item supports the overall function of the agency, this item is consistent with the goals of reducing VMT.
*Based on population estimates from the United States Census and VMT estimates from Caltrans’ Highway Performance Monitoring System (HPMS) data between 2001-2019.
Prepared_by
Prepared by: Ron Eagle, Deputy Executive Officer, Communications, (213) 259-6741
Pam Krebs, Executive Officer, Public Relations and Special Events, (213) 922-6931
Zoe Zeigler, Executive Officer, Marketing, (213) 922-5661
Jeffrey Zimm, Deputy Executive Officer, Creative & Brand, (213) 418-3264
Monica Bouldin, Deputy Chief, Customer Experience, (213) 922-4081
Reviewed_By
Reviewed by: Jennifer Vides, Chief Customer Experience Officer, (213) 922-4060
