Business View Magazine - Mar 2024

within the digital realms frequented by today’s riders. “Integrating real-time transit data with popular navigation platforms ensures our services are easily discoverable and convenient to use, aligning with the expectations of a tech-savvy public,” she points out. NVTA’s adoption of the Clipper fare system, aiming to simplify the transit experience, reflects a commitment to making public transit more user-friendly. Schenck states, “By adopting a universal payment system... we alleviate the hassle of managing different fare mediums.”This approach is part of a broader initiative to improve interoperability and enhance rider satisfaction across the BayArea. Post-COVID ridership recovery varies, with Schenck noting, “While some routes are nearing pre-pandemic ridership levels, others remain significantly reduced,” highlighting the pandemic’s uneven impact on transit habits. NVTA’s response involves a data-driven strategy to boost ridership, focusing on understanding changing patterns and tailoring services accordingly.“Focusing our marketing and service adjustments... allows us to tailor our efforts to where they are most needed,” Schenck elaborates, emphasizing the importance of emphasizing, “It’s about recognizing our role in facilitating these critical journeys... we are the bridge to healthcare, to community, and to maintaining their quality of life.” This understanding fuels her dedication, contrasting the tangible impacts of her work with the abstract outcomes of other professions. She finds unique fulfillment in public service, where outcomes are directly observable and profoundly affect people’s lives. “The direct impact of ensuring someone can make it to their dialysis appointment... offers a clear and immediate sense of accomplishment,” Schenck highlights, underscoring the satisfaction derived frommaking a real difference daily. NAVIGATING POST-PANDEMIC SHIFTS In the wake of the COVID-19 pandemic, the public transportation sector has been at a critical juncture, grappling with fluctuating ridership and evolving passenger expectations. The necessity of technology in facilitating a resilient and responsive transit system has never been more pronounced. Schenck highlights the importance of technology in ensuring NVTA’s services are visible and accessible 150 BUSINESS VIEW MAGAZINE VOLUME 11, ISSUE 03