The speedy reliability of the text message has proven useful to all sorts of businesses. As a long term mobile marketing strategy, SMS messaging is capable of nurturing the loyalty of existing customers and winning over new leads, but it also happens to be the most effective method for issuing time sensitive messages.
Bus arrivals and departures information falls firmly into this latter category, a fact not lost on Pace, who have followed the example of countless bus companies around the country by establishing a text message service for riders. The Chicago-based company had, until recently, been relying solely on its online bus tracker to disseminate information, but gave in to high demand from customers for an SMS program similar to that offered by the Chicago Transit Authority (CTA).
To use the service, riders must send a text message containing the word “Pace” followed by the relevant bus stop number. The bus tracker is available as both a pure text format (for people with feature phones) and a rich graphic version for smartphones, tablets and desktop computers.
A spokesperson from Pace said the firm had held off launching a text message service when CTA unveiled theirs. The success of CTA’s venture - and the increase in bus rider expectations it prompted - convinced Pace that the “availability of real time information is a key source of customer satisfaction.”
Pace makes no bones about directly following CTA’s lead, even using the same company to provide the service, and for a while considering joining the same contract.
With a bus system that covers more than 25,000 stops and six counties, their reticence to undertake such a huge task is understandable. Even post-launch, Pace admits to having no timeline for completing the replacement of old signs with new signs featuring the shortcode and bus stop numbers. In the meantime, riders can access this information from the Pace website.