MARTA at a Crossroads
At around 10:30 last night, Nat Ford, MARTA’s General Manager, turned in his resignation to accept a similar position at SF Muni. What lies in store for MARTA’s future will be at the hands of the next GM.
Thanks to Nat Ford’s efforts, MARTA’s capital assets are now in the midst of an overdue makeover. Ford spent the past five years to make sure that over the next couple of years, MARTA will have completely rennovated its track system and rail cars, installed a new and better fare system, and implemented a whole host of other capital improvements. There is some real teeth to the phrase when you hear MARTA employees say the system is “getting as good as new.”
Anyone riding MARTA today knows this program is not complete. The new fare system will not be in widespread use until the middle of 2006. The track rennovation will not be completed until the end of 2006. The rail car rehabilitation program will not be complete until 2008, though the first 15 pairs of rehabilitated cars will likely be online before the end of the year. MARTA’s next GM will have to ensure these programs continue to be implemented on time and within their respective budgets.
MARTA’s biggest challenge is human resources. Only recently — and I mean very recently — MARTA began to implement a new customer focus program. The most important job qualification to work at MARTA should be a good attitude, though we all know this has not been the case in the past. Admittedly, it’s not easy to find ways to measure “a good attitude” in the course of an interview process. However, MARTA is beginning to use the same interview techniques used by Disney, the Ritz Carlton, and Southwest Airlines. MARTA’s next GM will need to take this program several steps further to ensure that every employee in the organization begins with the right attitude and is trained to understand how to keep up a good attitude. It may even be possible to involve the union in becoming a partner in this process; that is, if the union has a good attitude.
The first order of business for the new GM should be to discontinue MARTA’s “Pulling Together” campaign. The unintended message behind this campaign is, “ride MARTA and make a sacrifice for the greater good.” A new campaign should be implemented with the message, “We are committed to making your MARTA experience better than driving.” Every MARTA employee should be held accountable to that standard.
What is the possibility of finding a GM committed to overcoming these challenges under severe political and financial constraints? This depends on MARTA’s Board of Directors, which represents a wide variety of interests. Depending on how divisive the issue may become, the decision may rest with the four representatives from the State, at least one of whom is said to be in favor of shutting down the West line.
What can you do? How can you help?
• If you live in Sandy Springs, give your representative a call to let him know you support SB 114 and SB 115. The same goes if you live in Roswell, Doraville or Chamblee. These two bills are vital in giving the new GM at least a little bit of badly needed flexibility in taking MARTA to a higher level of service.
• Take my Clark Howard-esque approach to supporting transportation alternatives.
• Join Citizens for Progressive Transit and let them know you care.
• Keep up with organizations like APTA and CFTE.
• Finally, if you live in Gwinnett, Fulton, Dekalb, or Clayton Counties, contact your elected officials and let them know how you feel about MARTA’s importance. Let them know that you believe the most qualified GM is a GM committed to a great customer experience.