While the Chicago Transit Authority investigates the use of alternative payment methods (like with a bank card or your cellphone), there are some things they can do now to improve the customer experience for the long term. The CTA is also investigating getting rid of traditional fare media entirely. My suggestions are congruent with that goal, although I do not support eliminating transit cards and cash payments, and I believe they can be implemented quickly using existing technology. Without a deeper knowledge of the limitations of the devices, software, and vendors CTA currently uses for fare handling, I present you three suggestions for speeding up the CTA:
1. Expand fare types on its RFID cards
Allow multi-day passes to be loaded onto Chicago Card (CC) and Chicago Card Plus (CCP). Go online and apply a 7-day pass to your card for the same price as it would cost at Walgreens. And since your CCP is already registered in your name, if you lose the card, you don’t lose the value of the multi-day pass. CC customers should register their card to protect its stored value.
I write this now because a friend just told me she lost her 7-day pass. That’s $23 down the drain. But if she lost her more durable CC/CCP she could pay $5 and receive the benefit of having her remaining days restored to the card (remaining days would be calculated based on the time she reported it lost).
Having the touchpad located here on the buses was supposed to reduce congestion in the doorway. But it appears to not have worked as the CTA moved the touchpads on all buses to the normal fare collection device, near the driver (in 2010). Photo taken in 2005 by Christopher.
2. Change U-PASS fare media
Switch U-PASS to be an RFID card like the CC and CCP. This will make it cheaper to replace lost or stolen U-PASSes (students must pay $35 to have it replaced while CC and CCP customers only pay $5), while also speeding up boarding time and decreasing overall travel time.Â I’ve written about switching the U-PASS media before.
I believe suggestions 1 and 2 can be done within a year and that it will provide immediate benefits, possibly more than those provided by the existing old CC/CCP program. Those cards have been available for almost 7 years now and a minority of repeat CTA customers use them.
This almost goes without saying…fare media should be integrated with Pace*, Metra, and even taxis. CTA has already taken the wonderful step of integrating the CCP with I-GO car sharing.
Essentially, the existing RFID card program (that’s CC and CCP) should be more like the ORCA card in Seattle (ORCA stands for One Regional Card for All). The ORCA card allows multi-day passes (including a monthly or 30-day pass), youth discounts, senior discounts, disabled discounts, and low-income traveler discounts. It can be used on ferries, trains, and buses. And like the CC/CCP “pay as you go” method, the ORCA can hold “cash” to be used for transfers between agencies or paying for a companion (they call it e-purse).
Click through to read whyÂ Oran Viriyincy has four ORCA cards.
The public is nothing short of great ideas for the Chicago Transit Authority. Now if only there was a way where we could present our ideas or have them vetted by listening managers.
*The Chicago Card and Chicago Card Plus can be used on Pace buses.