How Metra Used Transit Ambassador to Improve Customer Service and Workforce Engagement

Frontline staff are the heartbeat of every transit system. Yet across the U.S., agencies grapple with a familiar challenge: rising customer expectations, increasing rider complaints, and frontline employees under relentless pressure. For Chicago’s Metra, these challenges were all too real, until they turned to the Transit Ambassador program for a new approach to training. Their experience offers powerful lessons for agencies nationwide.

Why Metra Needed a New Approach to Customer Service Training

Like many large commuter rail operators, Metra faced a surge in customer complaints. Conductors and station staff reported feeling overwhelmed and disconnected from the support they needed. Traditional training felt generic and better suited for retail than for the complex realities of transit.

Lisa Gibson, Metra’s Assistant Chief of Customer Experience, described it plainly: staff needed training that spoke to their actual work, not just theory. When they experienced frontline transit staff training, they embraced it because it reflected their daily challenges and gave them practical tools for improving rider experience.

The pain points Metra faced such as burnout, customer frustrations, fragmented training are shared by agencies across the U.S. The difference is how they responded.

Inside the Transit Ambassador Model — Training Built for Transit, Not Retail

Most customer service training is designed for retail or hospitality. Transit is different: staff must juggle safety, schedules, fare disputes, accessibility needs, and tense customer interactions—all in real time.

The Transit Ambassador program takes a train-the-trainer approach. Agencies send supervisors and trainers through a weeklong in-person course where they:

• Practice real-world transit scenarios.
  
• Build confidence in a safe, peer-to-peer learning space.
  
• Gain tools to train their own teams sustainably.
  

Unlike generic courses, Transit Ambassador embeds cultural change by equipping internal trainers to reinforce skills long after the workshop ends.

The Measurable Impact — How 430 Metra Employees Translated Training into Action

Proof matters. At Metra, more than 430 employees, including conductors, train masters, and station staff, have completed Transit Ambassador training. The results speak volumes:

• 97% agreed the program will help them do their jobs better.
  
• 91% said they will continue to use Transit Ambassador materials post-training.
  
• 99% reported improved ability to explain the value of communication and continuous improvement.
  
• 98% said they better understand the customer’s perspective and can apply program principles on the job.
  
• 99% confirmed improved awareness of dangerous situations and contributing factors.
  
• 98% said they better understand the role of values and diversity in building an inclusive workplace.

*Data based on the 390 individuals that responded to an evaluation form

Staff didn’t just fill out positive surveys, they took the time to tell leadership that this was the best class of their careers. That enthusiasm has fueled interest in refresher sessions and helped embed customer service excellence into daily operations.Read the full Metra case study to see how training translated directly into measurable outcomes.

What Other U.S. Agencies Can Learn from Metra’s Experience

Metra’s challenges are not unique. Agencies across the country face budget pressures, approval bottlenecks, and the constant tension between operations and customer service. What sets Metra apart is how they invested in a U.S.-ready transit training program designed specifically for this industry.

The Transit Ambassador program, developed with transit professionals and proven across North America, scales to fit both small systems and large commuter rail operators. Whether the priority is reducing complaints, improving staff satisfaction, or creating a consistent customer service culture, the model adapts.

Transit Ambassador has a long track record with agencies across both the U.S. and Canada. That history matters:It proves the program delivers measurable results in diverse operating environments.

The Ripple Effect of Training Done Right

For transit leaders, the message is clear: Customer service training is not just about reducing complaints. It’s about improving safety, building staff morale, and strengthening public trust in transit.

Metra’s story proves that the right training, delivered in the right way, creates lasting impact for employees and riders alike.

Learn how the Transit Ambassador program can help your agency reduce complaints, improve safety, and build a stronger customer service culture. Book a consultation today.