EMBARK Releases 2024 Customer Satisfaction Survey Results

January 29, 2025

EMBARK recently released findings from the 2024 Transit Rider Survey; over 2,000 responses were compiled among Oklahoma City Fixed Route bus, RAPID NW and OKC Streetcar customers, as well as riders in Norman, to yield findings in rider satisfaction, frequency of use, preferences and demographic information.

Conducted in Spring 2024 by ETC Institute, a market research firm specializing in gathering survey data for public transit systems, the Transit Rider Survey was shared last month with the Oklahoma City Council and the Central Oklahoma Transportation and Parking Authority (COTPA).

The results, based on a combination of “very satisfied” and “satisfied” responses, showed that riders ranked EMBARK’s transit services significantly higher than the national average in overall customer satisfaction, setting a benchmark for excellence:

• OKC Fixed Route: 77% overall satisfaction; 19% above the national average.
• OKC Streetcar: 94% overall satisfaction; 36% above the national average.
• RAPID NW: 92% overall satisfaction; 34% above the national average.

"We are committed to providing the highest level of service to our riders," said Jesse Rush, Director of EMBARK. "These surveys are a vital part of our ongoing efforts to understand rider needs and identify areas for improvement. The positive feedback we've received fuels our passion to continue improving public transit and making it more reliable and accessible for all.”

According to the survey, close to 56% of riders use transit services five or more days per week, showcasing how EMBARK continues to play a key role in connecting the community to work, education, and essential services. Overall, EMBARK’s customers care most about safety, frequency of service, driver courtesy, on-time arrivals, availability and reliability of service.

Results from the Oklahoma City Transit Rider Survey include:

OKC Bus

• 81% of riders feel safe while riding the bus
• 74% of riders were satisfied with the courtesy and helpfulness of drivers
• 73% of riders were satisfied with the reliability of service

OKC Streetcar

• 96% of riders feel safe while riding the streetcar
• 95% of riders were satisfied with the courtesy and helpfulness of drivers
• 92% of riders were satisfied with the reliability of service

RAPID NW

• 93% of riders rated the cleanliness of RAPID buses highly
• 92% of riders were satisfied with the frequency of RAPID service
• 92% of riders were satisfied with the reliability of service

RAPID NW, the region’s first Bus Rapid Transit (BRT) line, was included in the rider survey for the first time in 2024. Results showed at least a 75% satisfaction rating in all areas, an impressive accomplishment according to survey administrators.

“Our recent efforts to launch RAPID NW, ongoing MAPS 4 bus stop improvements and a Long-Range Transit Plan (LRTP) that will identify transit improvements for better regional mobility over the next 30 years and enhanced lighting at the transit center demonstrate EMBARK’s Vision to provide world class transportation to all.”

The full survey report and historical survey data can be downloaded from https://www.embarkok.com/bus/document-library?q=&c=research.

“It’s clear from the results that EMBARK’s recent transit improvements like the addition of RAPID NW and the update of all route schedules via OKC Move’s made a positive impact on customer satisfaction,” Chris Tatham, ETC Institute Chief Executive Officer said. “Oklahoma City should be proud of its evolving public transportation system and the dedication to continuous improvement and investment by its community and leaders.”