How to turn customers into enemies

1) Build a habit

2) Ambush your customers and fine them for following that habit

If you’ve ever taken a MUNI bus or light rail here in San Francisco, you’ve probably paid and then got on your vehicle, like a normal person. Your bus driver has perhaps nodded or smiled at you, or more likely stared off into space while contemplating their next aggressive driving move.

MUNI sucks

Turns out, you’re supposed to get a receipt – though this receipt is confusingly called a “transfer”, even if you’re not transferring. You wouldn’t know this to ride the actual buses though, since I have never, ever seen a bus driver offer a transfer. (I’ve heard people request them on occasion, but I assumed that was because they needed to transfer, hence the name.)

Today I entered my bus and paid with cash instead of my normal Clipper card (which I had accidentally left at home). I entered through the front door and clearly put my money in the machine. When I exited the bus where I normally do, I was cornered by a MUNI cop of some sort who asked for verification that I had paid. Sure, they could have just asked the bus driver, but since I didn’t get this mysterious receipt that apparently everyone is supposed to get, I got fined $108.

Yes, this effort is intended to stop people sneaking on without paying. What has it done instead? It’s created an enemy. All I did was act like a perfectly upstanding citizen and take my public transit to work, and I got fined $108. That’s a slap in the face. I’ll be avoiding MUNI as much as possible going forward. I like supporting public transit but you can buy a lot of taxi rides with $108.

Good job MUNI. Zero fare-evaders stopped, one customer alienated.