When people think about customer experience, they often think about the moments that happen on board a bus. For Busways, those moments are shaped much earlier. 

Vehicle reliability, driver capability, infrastructure, accessibility, service planning and customer feedback all influence the customer journey. Busways uses customer and operational insights to continually improve these operational levers, helping create safer, more comfortable and more reliable journeys. 

These insights guide investment in continuous improvement initiatives across our business, large and small, that help customers feel safe, welcome, comfortable and impressed every time they travel.

As we mark our sixth anniversary operating Adelaide Metro Outer South bus services, the contract provides a practical example of how Busways’ approach delivers measurable improvements for customers.

Uncompromising investment in vehicle standards

Busways applies uncompromising fleet maintenance and presentation standards and disciplined workshop management practices in all its contract regions as we know from decades of operations that it’s consistent attention to the little things that compounds to shape the quality of the customer journey.  

Since starting operation of 130 buses and 2 depots on 5 July 2020 in Adelaide Metro Outer South and as part of its contract, Busways has invested over $3 million in maintenance including fleet refurbishment, engine rebuilds and broader fleet maintenance, as well as $1.2 million in depot upgrades including investments in-ground brake roller testing equipment and a new bus wash funded in partnership with the Department for Infrastructure and Transport.  Customers may never see this work, but they experience the outcomes through quieter journeys, smoother vehicle performance and fewer disruptions caused by mechanical issues. 

Turning data into better driver support and capability

Busways uses telematics and onboard systems to understand how driving culture influences driving behaviour and the passenger experience. Telematics data has transformed our training and coaching programs by helping Busways tailor support to individual drivers under our DriveSmart program.

The resulting insights inform our coaching, mentoring and operational decision-making to help drivers deliver smoother acceleration, more consistent braking, stronger hazard awareness and greater confidence in managing customer interactions. In Adelaide Outer South this has contributed to a 51.6 per cent improvement in driver trainee safety scores and a significant increase in drivers achieving Green Zone performance standards. For customers, that translates into smoother journeys, greater comfort and a more consistent travel experience.

Proactive advocacy delivers network improvements

Busways takes an active role in shaping the broader customer journey by working with road network infrastructure partners to build a shared value mindset for improving the network. Recognising that journey quality is influenced by infrastructure, accessibility and the surrounding transport environment, Busways proactively advocates with governments and councils to deliver practical improvements.

In Adelaide, this approach has helped secure infrastructure improvements which include bus interchange upgrades, improved road surfaces, safer bus stop locations, accessibility enhancements and better pedestrian environments. Together, these improvements remove friction from the customer journey while supporting safer and more reliable operations.

Turning customer insights into practical improvements

Busways' monthly Voice of the Customer forums bring operational teams together to review trends, investigate recurring issues and identify opportunities for improvement. Combined with frontline driver feedback, these insights help translate customer experiences into practical actions across the network.

In Adelaide, this approach helped address customer experiences with buses not stopping, a challenge experienced across public transport networks. Analysis identified contributing factors including customer signalling behaviour, stop visibility and confusion around express services. Working with the South Australian Department for Infrastructure and Transport, Busways introduced targeted customer and driver awareness campaigns, supported by data-led signage and information improvements, contributing to a reduction of more than 30 per cent in complaints within the category.

Community engagement and education help solve barriers to access 

Improving accessibility starts by working directly with communities to identify barriers to public transport use. Those insights help Busways shape practical education and accessibility initiatives that build confidence, improve inclusion and strengthen the customer experience. 

Across Adelaide Outer South, this includes partnerships with schools, universities, disability organisations, multicultural communities and new arrivals, supported by travel training, school education and accessibility initiatives. These programs support new and emerging customer groups while also informing customer communications, driver training and service improvements.

One example is the rollout of the Hidden Disabilities Sunflower Initiative. One hundred percent of Busways drivers have completed training to better recognise and support customers with hidden disabilities, helping create a more inclusive and accessible public transport experience.

Adelaide shows that customer experience isn’t created by one team or one initiative. It comes from understanding the operational levers that shape every journey, then continually refining the systems, decisions, investments and day-to-day actions that improve service quality.

That continuous improvement mindset is shared across our Adelaide operation. Our drivers, mechanics, customer service officers, planners, trainers and depot teams work closely with the South Australian Government, councils and community partners to share insights, identify opportunities and align investment. Together, we've delivered improvements that no single organisation could achieve alone.