Long-distance bus travel is not supposed to be any fun. Riders cram into a noisy, smelly old coach. The trip takes too long, and nobody is in particularly high spirits at the end.
Until 1990, the only way for UW students to travel to the Twin Cities was the Greyhound bus. Then two commuters, UW-Madison freshmen at the time, decided to start a new company that would take students from the Twin Cities home quickly and comfortably during high-traffic seasons. Thus was born the Better Bus.
Now in its 15th year of operation, the Better Bus continues to charter coach buses between the Minneapolis-St. Paul area and Madison. It is still run by students, having been passed down to a new set of owners every two years since it was founded. The current owners, UW-Madison junior Ben Cohen and senior Adam Katz, set a high standard of service.
\Satisfying a customer is one thing,"" Katz said. ""Keeping a customer is what's most important.""
In order to keep their riders happy, Katz and Cohen provide a number of amenities. In addition to a relatively short and convenient trip, snacks, drinks and movies are included in the ticket price.
""It really comes down to those little things that people don't necessarily realize but certainly appreciate,"" Cohen said. ""You come up with little ways to make sure the ride is smooth.""
Cohen and Katz put a premium on the feedback they receive from riders on how to make a trip more efficient.
""In order to keep the tradition [of the Better Bus] going,"" he said, ""we're constantly serving our customers, asking for their input. We develop relationships with our customers.""
He points out that many Better Bus riders are repeat customers, and he has even seen instances where siblings of riders from several years ago are regular customers today.
Cohen and Katz said developing relationships in all facets of business is key to success. They note that, even with the frequent changes in ownership, the company usually has the same drivers for every trip.
""People don't realize how incredible our bus drivers are,"" Cohen said. ""We'll have up to four drivers on any given day and they're always familiar faces to us.""
Because of the success of the Better Bus, Cohen and Katz said they have considered expanding the company and possibly running buses to other locations or offering more frequent service between Madison and the Twin Cities. However, they currently have ruled out expansion-they do not want to enter into a risky business venture when the company is turned over to new owners every two years.
""It's more important to improve what we are doing now-make it as easy as possible to sign up, to pay, to load the buses,"" Katz said. ""We are always looking to do something to increase business and make things better for UW students.""
