Case Study: STM achieves better rider engagement and insights with Vision Critical

How Société de transport de Montréal engages with transit riders to understand their needs

STM, Société de transport de Montréal, wanted a better way to engage directly with transit riders to understand their needs and improve service across its metro, bus, and paratransit network. To support its goal of reaching 540 million passenger trips annually, STM turned to Vision Critical and its insight community approach.

Vision Critical helped STM launch “My voice my STM,” a community of 7,000 riders used to gather feedback on services, products, and marketing. The program improved STM’s understanding of rider needs, reduced frustration, streamlined student pass renewals to cut wait times, and helped refine safety messaging—all while enabling faster feedback cycles, better audience targeting, and lower costs.

STM

Pierre Bourbonniere

Chief Marketing Officer, STM