What do you do when your department undergoes a restructure that doubles your workload? If you’re Diane Bojorquez, you roll up your sleeves and rise to the challenge. On November 5th, she was honored as Employee of the Quarter creating and implementing a hugely successful fare change communication plan.
“It’s been an interesting few months,” admits Diane. “With the reorganization, we eliminated a staff position, which then added pass sales distribution responsibilities to my list of duties. At the same time, we were preparing for our first fare increase in five years, so it was critical to streamline our process and come up with a good communication plan.”
Diane’s first priority was to personally visit each of our more than 80 pass vendors to let them know she would be servicing their accounts directly, which would cut down on the turnaround time for order fulfillment. It also gave her the opportunity to talk with them about the upcoming fare change well in advance and to answer any questions they might have.
“I knew that spending time with each of these businesses and re-establishing relationships with them was going to be the single most important thing I could do,” explains Diane. “It’s all about building a community where our partners feel supported. I wanted to be face-to face with them so they could associate Omnitrans with a real person who wanted to take the time to get to know them and understand their needs.”
Her efforts paid off. Vendor feedback was overwhelmingly positive. Orders are now streamlined and processed within hours rather than days, and pass outlet sales have grown 13% year to date.
Diane then turned her attention to the online store. In order to change over product prices, she knew the store would need to be temporarily closed for business for 2 days prior to the fare change. With the help of her team, she sent letters to mail order customers notifying them of the online store closure and enclosing a chart that compared current and upcoming fare prices.
By anticipating customer needs before they arose and delivering outstanding personal customer service, Diane ensured our 2014 fare change went smoothly, and that there were no complaints related to outlet or online store fare media. Online store revenues were up 35% in September versus last year.
“None of it could have happened without the support of my team,” Diane points out. “Tembi Tovar, our administrative secretary, made the rounds with me to the outlets and helped process orders. Our receptionists Susie Perez, Lucy Gonzales-Brown and Liz Calderon made sure our walk-in customers had the fare change information in their hands, processed exchanges and helped answer questions. It was definitely a group effort, and I’m really proud of what we were able to accomplish in such a short amount of time.”
This year Diane celebrated her 10th anniversary with Omnitrans. She has over 37 years in the transit industry, including 27 years with LA Metro, where she began as a 19-year-old information clerk.
“Transit has been a great career for me,” says Diane. “And I like the fact it’s allowed me to change and grow along with it. Technology has changed a lot since 1975, but I was fortunate enough to receive on-the-job training that gave me the skills I needed to adapt. Omnitrans is very good about encouraging employees to develop leadership skills and come up with new ideas that can help the agency.”
Two years ago, Diane participated in a Leadership Achievement Program at Omnitrans, where she developed an audio advertising project. The project would enable short, GPS triggered audio advertisements or public service messages on buses at carefully spaced intervals. This month, her project was approved for implementation.
“I’m really excited about it,” she laughs. “It’s been such a long process, that I can hardly believe it’s finally happening! It will bring in additional revenue at absolutely no cost to the agency. It also provides a location-based service to our customers. For example, they might learn that a nearby drugstore is offering low cost flu shots or that a restaurant is offering 2-for-1 specials for riders who show them a bus pass. It’s a simple way we can add value for our passengers.”
In her private life Diane is all about family. Her daughter Diana, son Jonathan, and granddaughter Lilliann were all on hand to cheer her on during her award presentation. Diane proudly shows off a photo of an intensely focused Lilliann striking a catching stance in her softball uniform. “She’s the only girl on the team,” she grins. “I love that she’s so independent. She knows what she wants and goes for it! Kind of like her Grammy.”
– Juno Kughler Carlson