Case Study: BART boosts transparency and speeds rider issue resolution with Salesforce Service Cloud and Marketing Cloud

Bart - Customer Case Study

The Bay Area Rapid Transit (BART) is the region’s essential public transit system, carrying over 420,000 riders daily—but rising homelessness, substance-use incidents and safety concerns were eroding customer experience and public trust while BART’s funding and structure left it ill-equipped to address health and human-services issues. Leadership needed a more transparent, scalable way to engage the public, surface real-time issues, and connect communications to operations without adding staff.

BART built a cloud-based engagement platform using Salesforce Service Cloud and Marketing Cloud Social Studio to monitor social conversations, flag high‑priority mentions, turn posts into actionable cases, and store ready-made responses and media. The system sped responses, routed reports directly to clean-up and maintenance teams, and enabled data-driven decisions and personalized outreach—resulting in a jump from 13,000 to 60,000 social mentions, stronger public trust and brand affinity, faster on-the-ground fixes, and support for funding and security improvements including a $6.8M FEMA grant.

BART

Alicia Trost

Communications Director