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Early bird registration rate is extended until 31 July!

Delivering service excellence by meeting commuters’ ever-changing needs while excelling beyond their expectations is one of the key challenges for public transport operators and authorities.

Following the success of the training programme on Quality and Service Excellence in Munich, Tokyo and Dubai in 2018, we are organizing a training course on this theme in Shenzhen, China on 5-7 August 2019. This is one of the training programmes organized by the Shenzhen Regional Training Centre established by UITP and Shenzhen Bus Group.

This training programme will allow participants to broaden knowledge and understanding on the importance of service excellence and quality management. Making reference to successful examples in Asia-Pacific and worldwide, the course will cover various key practices on maintaining an effective quality management system and demonstrating the use of a variety of advanced innovative technology to improve service quality. The course will also be designed to meet the specific needs and situation in Asia and aims at teaching on a multitude of aspects and combines theoretical learning, best practice and workshops.

The training and all training materials will be provided in English, and Simultaneous Interpretation (SI) from English to Chinese will be provided in the classroom training


  • Broaden your knowledge and perspective on quality and service excellence by learning and sharing experience with professional leaders
  • Understand the importance of service quality management in public transport
  • Outline the key practices required to maintain a service quality management system through quality policy, procedures, audit and reports
  • Understand how new technology and digitalisation helps for service excellence
  • Improve the service quality by the implementation of employee satisfaction and advanced innovative tools

Target audience

  • Professionals new to the field of Service Quality
  • internal quality auditors
  • Operations managers
  • Customer Relations Department
  • Staff from authorities in charge of regularity the transport service quality


  • Get inspired by our trainers, understand the main aspects of quality and service excellence and learn from successful best practice
  • Participate to interactive plenary sessions with introduction by course leaders, presentation by the trainer and open discussion with participants
  • Challenge your practical knowledge in this professional field
  • Address the topic from an international perspective, enriched by different cultural approaches and points of views
  • Participate to workshops and a field visit allowing you to apply on a concrete case the main principles and tools learned
  • Benefit from a unique exchange of knowledge and experience between professionals

Inspiring Trainers

Our skillful trainers are international experts and professionals with extensive experience and knowledge in Service Quality Management.

Trainers will be:




Mr Kaan YILDIZGÖZ, Senior Director – Membership, Marketing & Services, UITP

Mr Rob MAYO, Managing Director, MH Consulting

Mr Joseph Ching Yuen MA, Deputy General Manager, Shenzhen Bus Group Ltd



*UITP reserves the right to make amendments to the programme or any related activity

Session 1: Current trends and customer expectations

  • Public Transport as Lifestyle Service,
  • Public Transport, Competition & Quality, Quality & Certification,
  • Role of Authorities for Service Quality
  • Role of Operators for Service Quality
  • EN 13816 European Public Passenger Transport Service Quality Standard,
  • Objectives and Scope of EN 13816, Service Quality Loop
  • Passenger Activity Cycle, Moments of Truth,
  • Service Quality Criteria’s for different passenger transport modes

Session 2: Service Quality Management in Public Transport

  • Asset Performance Management Software
  • Service Industry, Understanding & Basics, Quality, Importance of Quality, Service Quality
  • Elements of Public Transport Service (Availability, Access, Information, Time, Customer Service, Comfort, Safety, Environment)
  • Availability
  • Accessibility

Session 3: Creating and end-to-end customer experience and quality of service

Customer experience is the customers’ engagement with an organisation across all touch points of their end to end journey. This includes the core service – getting from A to B reliably and safely - and other interactions they have as part of their journey (e.g. customer information, staff, the built environment, cleanliness, ease of buying a ticket, accessibility, etc.). The customer experience also includes all interaction points besides travelling, in particular before and after the journey, when planning your journey, the running of campaigns etc. The operator’s or authority’s ability to provide a positive customer experience across all of these touchpoints is integral to ensuring loyalty and trust with the organisation and enhance its reputation.

Session 4:  Information, Time, Customer Service, Comfort, Safety, and Environment

  • Elements of Public Transport Service
  • Information,
  • Time,
  • Customer Service,
  • Comfort,
  • Safety & Security
  • Environment

Session 5A:  Human resources and workforce strategies for service excellence and frontline staff training

Service excellence does not exist without engaging with employees: only a satisfied employee can make a satisfied customer. Hence effective human resource and workforce strategies are crucial to achieve service excellence. Such strategies are made up of a number of key elements which can enhance the service model and which will be discussed in this session: hiring the right people and ensuring diversity, training frontline staff and “service champions”, empowerment, rewarding, customer-first culture, anchoring a culture with values and code of behaviour etc.

Session 5B: Customer Loyalty and Customer Relation Management in Public Transport

Session 6: Community Engagement: Communication with the community during service and infrastructure build

How Public Transport operators could effectively engage with the community during service and infrastructure build. Many operators struggle with how to get support and cooperation from the communities when they put new services and infrastructure. In this session case studies from around the world on how other transport operators have successfully consulted and engaged with the public on PT service/infra build.

Session 7: Measurement and Monitoring of Service Quality in Public Transport

  • Customer Service Surveys (CSS),
  • Mystery Shoppers Surveys (MSS)
  • Direct Performance Measurement System
  • Complaint management system
  • Monitoring of Quality Contracts
  • Key Performance Indicators (KPIs)

Session 8: Best Practice Sharing I

Session 9: Best Practice Sharing II

Session 10:  Public Transport Service Quality Audit - Introduction

As a staff member of the Service Quality department, participants will be asked to conduct service quality audit for identifying the main steps and touch points needed to improve the passenger experience in their city. You will have to take into account todays lifestyles and the newest technologies and ensure that your company becomes the main mode of choice of locals and visitors.  One customer profile will be allocated to each group.

Session 11: Technical visit + Public Transport Service Quality Audit

Conducting a “Public Transport Service Quality Audit” in Shenzhen public transport. Visit Lianhau Mountain Depot and Customer Center.  Possible topics of technical visits:

  • Clearing of Stations
  • Staff and Frontline Training
  • Complaint Management
  • Signage and Wayfinding
  • Elderly and Accessibility
  • Measurement and Monitoring of Service Quality

Session 12: Presentations of Public Transport Service Quality Audit (by participants)



Early bird registration rate is extended until 31 July!


Early Bird until 31/07/2019

After 31/07/2019


1210 €

1690 €

Member « developing nations »*

885 €

1235 €


1635 €

2280 €

Non-member « developing nations »*

1095 €

1540 €

Group UITP Member (4 or +)

1130 €

Group UITP Member (4 or +) « developing nations »*

830 €

Group UITP non Member (4 or +)

1520 €

Group UITP non Member (4 or +) « developing nations »*

1020 €

* Participants from developing nations benefit from a special discount. Check here the list of eligible countries.

Terms and Conditions

Please download our Terms and Conditions here.

Please note fees do not include visa application or arrangement. Please contact your local travel agent or local embassy for travel visa to China.

Participants are also required to make their own arrangement of accommodation in China.

**Registration fees are transferable to another employee of the same organization but it is non-refundable.

Registration is on first-come-first-served basis as there is limited capacity for the training programme.  All payment must be paid on or before 31 July 2019 to confirm a placement in the programme.

Contact Person

For group registration (visa enquiry and/or logistics), please contact:

Sanxi DONG 
Manager, UITP China Liaison Office
Tel: (+86 755) 8895 9188
Email: sanxi.dong@uitp.org

Practical information: 

Training Venue

Grand Skylight Hotel Shenzhen

No. 3024 Shennan Central Road, Futian, Shenzhen 518031, China 




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*Participants are required to make their own arrangement of accommodation in China, airport transfers and daily travel from hotel to the training venue.

*It is the sole responsibility of the participant to take care visa application. Please contact your local travel agent or local embassy for travel visa to China. Visas are at the discretion of immigration.




Mr Kaan YILDIZGÖZ, Senior Director – Membership, Marketing & Services, UITP

Mr Rob MAYO, Managing Director, MH Consulting

Mr Joseph Ching Yuen MA, Deputy General Manager, Shenzhen Bus Group Ltd



This programme is kindly hosted by SZBG.

Shenzhen Bus Group Co., Ltd. (SZBG), established in 1975, is the largest joint venture of public transportation in Shenzhen, with a long standing history and premium brand. SZBG has more than 28,000 employees, operates 346 bus routes, and owns a fleet of 12,813 vehicles (including 6,053 fully electric buses and 4,681 fully electric taxis). There are 104 charging stations and 1,704 charging piles, and the depot area is 940,000 square meters. The Group has achieved full electrification at the end of 2018.

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