Summer of Success

2 011 s ta ke h ol d er r epo rt ca r d
Summer of Success
Marine Atlantic has delivered a much
highlights of the summer season
improved service during summer 2011.
As we reflect upon the past couple of years, we are truly amazed at how much has
Significant improvement in on-time performance; from 59 per cent
in 2010 to 91 per cent in 2011
Ease of access to a reservation; available up to the time of departure
on 99 per cent of sailings
Overall satisfaction is up, with 74 per cent of customers highly satisfied compared with 51 per cent in 2010
We met or exceeded the expectations of 92 per cent of passengers
93 per cent of customers are likely to recommend us to friends or family
Wait times for commercial customers were significantly better;
reduced by 63 per cent
Commercial traffic increased 2.8 per cent; passenger vehicle
traffic decreased 5.3 per cent
28 per cent more customers travelled between Argentia and North Sydney, and 87 per cent of Argentia passengers were highly satisfied compared with 52 per cent in 2010
Additional cabins were in high demand, with 25 per cent more
sold than in 2010
Employees rose to the challenge to deliver a high level of customer
service and adapt to the new vessels
changed within our organization. We have upgraded the entire fleet, including the
introduction of two new ships, made improvements to our terminal properties and
customer contact systems, and introduced new training programs for employees.
All of these projects have resulted in an improved service; our customers are
seeing it and telling us that this is one of the best summers ever for Marine
Atlantic. In particular, customers are telling us that our front-line and hospitality
employees are doing a great job and are an integral part of their improved
experience.
Our customers like what we are doing and are encouraging us to continue in this
positive direction. To evaluate our improvements, we compiled this report to take
an objective look at how this year’s summer service compares with recent years.
Thank you to everyone for the positive things happening here at Marine Atlantic.
Our front-line employees and management team have embraced change and
stepped up to the plate with a real sense of renewed pride. Our change will
continue as we evolve into a modern and efficient ferry service providing
customers with good value for money. Please take a few minutes to review some
of our indicators of success during the past summer.
Wayne Follett president and ceo
Rob Crosbie
chair of the board of directors
The MV Leif Ericson, providing dedicated service for our commercial customers, underwent an extended refit to ensure continued
reliability and improved comfort.
Introduction of a second bi-level loading dock at North Sydney combined with enhancements to the North Sydney terminal yard enabled a more efficient movement of traffic.
Onsite radio stations were introduced at each of our terminals (106.3 FM Marine Atlantic’s summer season begins with the first crossing of the North Sydney-
in Port aux Basques and North Sydney, 104.5 FM in Argentia) enabling Argentia service in June. For the purposes of this report, we used data from the
customers to receive information regarding their crossing while sitting in period of June 17 to September 4, 2011, with comparative data drawn from the same
their vehicles. Customer contact systems were strengthened to provide period for 2009 and 2010 where appropriate to measure our summer success.
updates on sailing reservations, and the Marine Atlantic website was improved to offer more timely information to customers.
our summer season
We introduced a new modern and upgraded fleet in anticipation of this year’s busy
summer season and these investments, combined with a summer without major
storms, has contributed to our overall success. This report will update Marine
Our modern fleet with increased capacity of 25 per cent includes four vessels –
Atlantic’s customers on our summer season and measure our level
three of which are less than 10 years old. Providing 56 crossings per week,
of improvement.
this reliable fleet transported thousands of passengers and vehicles during
its 624 summer crossings.
The success of this summer season has been very rewarding for Marine Atlantic
employees who witnessed a number of major projects take place during the
10-month period leading to June 2011. Some of these highlights include:
Introduction of two new vessels, MV Blue Puttees and MV Highlanders, From a Senior (80 years), thumbs up to all of the staff for
increasing fleet capacity by 25 per cent. These modern and efficient making my crossing enjoyable and relaxing, 10+.
vessels offer greater reliability and improved amenities such as additional comment card feedback
cabins and increased dining choices for customers.
Upgrades to the Argentia terminal and docking facilities set the stage What an improvement! Pleasantly surprised and superb
for the successful integration of the MV Atlantic Vision with its cruise ship accommodation. comment card feedback
feel, increased number of cabins and improved amenities.
commercial vehicle traffic levels
PASSENGER & PERSONAL VEHICLE TRAFFIC
Hundreds of thousands of passengers and vehicles are transported via Marine
200k
75k
150k
50k
2010
2011
Atlantic ferries annually. Just a few months ago we set a record transporting
100,000 commercial units for the first time ever in a 12-month period. This summer
period saw an approximate 2.8 per cent increase in commercial traffic volumes in
comparison to the same period last year. Although it is early in the fiscal year, we
are cautiously optimistic this will be another record breaking year.
197,353 181,877
25k
68,244
64,632
COMMERCIAL TRAFFIC (JUNE 17-SEPT4)
100k
25k
PASSENGERS
PERSONAL VEHICLES
20k
22,371
23,013
2010
2011
15k
passenger vehicle traffic levels
There was a 5 .3 per cent decrease in the number of passenger vehicles
transported this summer which reflects similar decreases in the rest of Atlantic
Canada. Early summer season travel numbers from Nova Scotia and Prince
Edward Island’s Confederation Bridge indicate that ‘drive’ statistics are down
in both provinces, and national travel statistics cited by the Canadian Tourism
Commission show that American tourists travelling by vehicle are also down.
The intensity of negative criticism publicly levelled at the renewed fleet
over the past year may have also been a factor resulting in a drop of
This was a first time crossing; hats off to the crew and captain.
passenger vehicle traffic.
Thanks to the office crew as well. comment card feedback
vessel on-time performance
customer feedback
Vessel on-time performance is defined as a vessel leaving port no later than
In 2010, Marine Atlantic initiated a new research program that solicits feedback
15 minutes beyond its scheduled sailing time. This summer our vessels sailed on
from customers within two weeks of the date they travelled with us. Every week,
schedule 91 per cent of the time, including delays caused by weather, compared
passengers are contacted by an independent, professional research firm to ask
to 59 per cent in 2010 and just 43 per cent in 2009. It is interesting to note that
them about many aspects of their travel experience, from making a reservation
97 per cent of sailings left within one hour of scheduled sailing time.
through to disembarking at their destination. The positive impact of the changes
we have made in the past year are evident when comparing customer ratings from
100%
the summer of 2010 with 2011.
VESSEL ON-TIME PERFORMANCE
Most of the items measured on this survey use a ten point scale, where a rating of
1 is very poor and 10 is excellent. Our goal is to achieve at least 8 out of 10, and we
focus on the percentage of customers who rated an item as an 8, 9, or 10. A score
of 8 or better indicates a high degree of satisfaction or performance.
50%
Performance
43
59
91
Predictability and reliability are key measures for our customers. Outside of the
uncontrollable factor of weather, passengers expect that we will sail on time,
keep the fleet on schedule, and offer a service they can count on. This summer, our
0%
2009
2010
2011
availability of crossings
customers rated us much higher on the overall reliability of the service and on
our ability to keep the vessels on schedule.
Marine Atlantic introduced two new ships to its fleet in 2011. The MV Blue Puttees
and the MV Highlanders are proving to be extremely suitable for our service.
With our increased capacity, customers could make a crossing any day this summer. Of
Their interior design and layout, expanded customer amenities, increased vehicle
the 464 crossings that were available for reservation (excludes 160 sailings by the MV
capacity, and demonstrated ability to successfully manoeuvre in each of our ports
Leif Ericson, which was dedicated to first-come, first-served commercial traffic), only
is resulting in greater reliability for our customers.
six sold-out to passenger vehicle traffic; other crossings were available within hours of
these sailings. In previous years, customers indicated they waited more than seven days
The fleet performed very well during the busy summer season with only one
for a reservation during the peak weeks. This year, customers could drive up to one of
return sailing cancelled for maintenance. Customers reserved to this sailing were
our terminals and board a vessel 99 per cent of the time, even without a reservation .
notified four days in advance and provided an opportunity to sail on an alternate
crossing within four hours of their original time. In comparison, vessel breakdowns
The ability to make a reservation on the crossing of choice continues to be a strong
during the summers of 2009 and 2010 resulted in thousands of customers being
indicator of customer satisfaction. In the past, limited capacity combined with a
rebooked to alternate sailings more than 24 hours from their original reservation.
lack of reliability has negatively affected customer satisfaction.
Satisfaction
PERCENTAGE RATING 8, 9, OR 10 OUT OF 10
100%
Customers have reported high levels of satisfaction with many aspects of the
service this summer, from the quality of the food to the comfort of the cabins.
Comments received from passengers via email and through onboard comment
cards have also been overwhelmingly positive.
50%
2010
47
81
34
77
2010
100%
CUSTOMER SATISFACTION
2011
0%
OVERALL RELIABILITY
74
73
ABILITY TO KEEP ON
SCHEDULE
50%
85
83
2011
50
55
58
64
Employee Interaction
Marine Atlantic’s employees, both onboard and onshore, were challenged to
increase their focus on providing excellent service to our customers this year, and
additional training was provided to help them achieve that goal. Our customers
reported that our employees rose to the challenge, improving even where they
were performing strongly last year.
0%
QUALITY OF
FOOD
COMFORT OF
SEATING
AVAILABILITY OF
SEATING
COMFORT OF
CABINS
PERCENTAGE RATING 8, 9, OR 10 OUT OF 10
100%
2010
96
2011
82
75
50%
49
72
95
91
78
83
Most notable have been the reported improvements in overall satisfaction, our ability
to exceed expectations, and likelihood to refer Marine Atlantic to friends and family.
With respect to overall satisfaction, there has been a significant improvement. It is
also interesting to note that while a smaller percentage of residents of Newfoundland
and Labrador report satisfaction levels of 8 or higher than do non-residents, the
47
improvement from 2010 to 2011 is greater amongst residents.
Amazing. The Vision is without a doubt as nice as any cruise ship
0%
COMMITMENT
ACTING
TO HIGH QUALITY ON CUSTOMER
SERVICE
CONCERNS
RESERVATIONS
STAFF
TERMINAL
STAFF
VESSEL
CREW
that we have been on. We were pleasantly surprised. Excellent
all the way around. comment card feedback
What is most gratifying is that the percentage of customers reporting we exceeded their
expectations has more than doubled, from 15 per cent in 2010 to 37 per cent in 2011.
MEETING EXPECTATIONS
100%
100%
OVERALL SATISFACTION: PERCENTAGE RATING 8, 9, OR 10 OUT OF 10
50%
50%
15
37
Exceeded
expectations
70
55
51
74
2010
2011
0%
0%
15
2010
OVERALL SATISFACTION
SATISFACTION AMONGST RESIDENTS AND NON-RESIDENTS:
PERCENTAGE RATING 8, 9, OR 10 OUT OF 10
100%
8
Met expectations
Did not meet
expectations
2011
The likelihood to refer a service to others is widely seen as a key indicator of a company’s
performance, as customers are more reluctant to recommend services to a friend or
family member unless their personal experience has been exceptional. In 2011, 93 per
cent of customers indicated they would likely refer Marine Atlantic to others.
2010
2011
LIKELIHOOD TO REFER MARINE ATLANTIC
100%
50%
43
70
55
80
50%
0%
NL RESIDENTS
38
60
Very likely
to refer
NON-RESIDENTS
40
On average, Marine Atlantic met or surpassed the expectations of 9 out of every
10 customers this summer, and only 8 per cent did not have their expectations met.
33
0%
2010
2011
Likely to refer
wait time for commercial traffic
With two new ships able to transport approximately 50 per cent more vehicle units
than the vessels they replaced, we have greatly enhanced the timely movement of
commercial customers. Even with a growth of 2.8 per cent over the same period
in 2010, commercial traffic travelling on a first-come first-served basis waited
much less than they did under the same system in previous years. By reducing
wait times, Marine Atlantic helps to improve the efficiency of the flow of goods
between the Island of Newfoundland and the mainland, enabling the economy to
grow and benefit business and consumers.
To compare wait times under the first-come first-served system, data from the summer
of 2011 is compared with 2009, as there was a commercial reservations system in place
in 2010. The wait time for an average commercial drop trailer or tractor trailer dropped
63 per cent, from just over 18 hours in 2009 to less than 7 hours in 2011. Given that the
gap between sailings is typically between 6 and 7 hours, this means that the vast majority
of commercial units sailed on the next vessel departing port.
The MV Atlantic Vision with its improved amenities and significantly more cabins
was well-received on the service. Customers were much more satisfied with
their sailing experience on the route this year, with 87 per cent rating their
satisfaction as 8 or higher on a 10 point scale, compared to 58 per cent in 2010.
Ratings for the quality of the food improved from 52 per cent of customers giving
it an 8, 9, or 10 in 2010 to 81 per cent, and selection from 50 per cent to 71 per cent.
Cabins received similar ratings; the comfort of cabins was rated as excellent by 86 per
cent of passengers versus 48 per cent in 2010. Almost half of customers reported that
the MV Atlantic Vision exceeded their expectations, 45 per cent, compared to only 16
per cent reporting the same on the Argentia service in 2010. Similarly, while only 34 per
cent would be very likely to recommend the route to friends and family in 2010, 64 per
cent would be very likely to recommend it this year (in fact, 91 per cent of customers
argentia-north sydney ferry service
said they would be likely or very likely to recommend in 2011.)
ARGENTIA-NORTH SYDNEY GROWTH
Investments to the Argentia terminal building and docking facilities combined
with a new vessel for the service and an advertising campaign resulted in a 28 per
cent increase in the number of passengers carried on the Argentia-North Sydney
ferry. The reliability of the Argentia service was also greatly improved this year,
30k
15k
25k
10k
2010
2011
with no cancelled sailings versus four cancelled round trips due to mechanical
issues in the summer of 2010. It should also be noted that even adjusting for the
3,600 displaced passengers from these crossings, the growth in passenger traffic
on the route is an impressive 15 per cent.
21,600 27,766
Because of the pleasant crossings, we plan on using
Marine Atlantic again soon. comment card feedback
20k
8,904
11,475
5k
PASSENGERS
PERSONAL VEHICLES
customer quotes
“I would like to send a bouquet this morning to Marine Atlantic; after hearing all the
negative comments recently about crossing the Gulf, we were a bit apprehensive
about the trip on the Blue Puttees. We were pleasantly surprised yesterday to find
the ferry to be clean, comfortable, the food was delicious, it was reasonably priced.
vessel cabins
The staff was kind, courteous, and helpful.”
except from email read out by host, open line, vocm | august 24, 2011
Customers often look for additional comfort while on board our vessels and
Marine Atlantic was pleased to offer an increased selection of cabins this summer,
and despite the decrease in passenger volume, cabin sales increased significantly.
“…. A beautiful boat with excellent food, great service and friendly staff. All
In comparison to 2010, 25 per cent more cabins were sold during the summer
eight of us were equally impressed. Hats off to Marine Atlantic for their service,
of 2011. In response to input from our customers and the tourism industry in
professionalism and for helping to make our trip such an enjoyable experience!
Newfoundland and Labrador, the MV Blue Puttees and MV Highlanders offer
We look forward to our next trip.”
96 modern and efficient cabins during each crossing, doubling availability from
excerpt from a letter to the editor, the advertiser | july 28, 2011
“…. From the moment we arrived in Argentia, the Marine Atlantic staff were so
friendly and very efficient. They loaded the entire ship within minutes. Once
we were on board the ship I started to look around. I was very impressed! I’ve
told friends that it rivals the cruise ships we have been on – beautiful. Gleaming
hardwood, colourful furniture and clean. Offloading was a breeze, and fast, too.”
previous years. During night crossings, cabins sold out on a regular basis, and
even on daytime sailings cabin usage has been higher than in previous years.
The MV Atlantic Vision has 150 cabins, more than three times the amount available in
previous years on the Argentia-North Sydney crossing. Cabins continuously sold out
on this crossing, with all cabins used during the peak months of July and August. The
more expensive deluxe cabins were the most popular choice for customers selling
out for all sailings for the entire season well in advance of each crossing.
excerpt from a letter to the editor, telegram | august 22, 2011
NUMBER OF CABINS SOLD
30k
Everything was wonderful. Food was fantastic! This has been
2010
2011
the best time we’ve enjoyed our crossing. Thanks!
comment card feedback
20k
I have been using the ferry almost yearly for 29 years, and it was
always something to be endured. For the first time, I am able to
18,300
say that I really enjoyed the experience. comment card feedback
10k
22,948
2010
2011
conclusion
The summer of 2011 has truly been a summer of success for Marine Atlantic.
The hard work has paid off, with a widely acknowledged improvement in service
from our customers, and with a renewed sense of pride amongst all of us who are
working to transform Marine Atlantic into a modern and efficient ferry company
providing a high level of customer service. The evidence suggests
the transformation is well underway.
Change will continue, as we work hard over the coming months and years to make
further improvements for our customers, including the renewal of all three Marine
Atlantic terminal properties and a review of business processes.
We are proud of what we have accomplished in the last couple of years, and
particularly in what we have achieved over the last few months. And we are
delighted that our customers have responded so positively to the changes we
have made to our service. We are excited about the possibilities ahead of us,
and look forward to welcoming you onboard in the near future.
Thank you so much for such a relaxing and exciting trip. Our first on a ship.
This was very special. Thanks to all the amazing staff who made us feel
at home. comment card feedback
WOW! Such improvements over travel to NL. Memories of childhood,
even bringing my own children back and forth and having no cabins,ugh!
Well,well, well. Beautiful and no problems . comment card feedback
Very pleasant staff. Makes me want to travel again with you.
comment card feedback
201 1 sta k eho l d er report card
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