case study

City of Santa Monica, Big Blue Bus


The City of Santa Monica’s transit agency, Big Blue Bus (BBB), is committed to providing outstanding service and value to its customers, all while being an advocate for environmental sustainability.  BBB coordinates its efforts with the Los Angeles County Metropolitan Transportation Authority (Metro).  As such, with the on-going expansion of Metro’s rail lines, BBB intends to provide passengers seamless interconnectivity from BBB routes to rail lines.  As part of this effort, BBB wants to understand how customers perceive their offering across a variety of metrics from bus service and amenities to brand equity and customer service.  Maroon Society has the multi-year contract with BBB to perform customer perception research.  This includes bi-annual passenger surveys to track customer perceptions.  Our current findings identified two key customer segments for BBB, and established the baseline rankings of customer satisfaction across a variety of metrics. 


  • Youth and Hispanics are the primary riders
  • Most riders are satisfied with BBB
  • Overall satisfaction increases when driver’s greet customers