FAQ
Publicis Sapient helps transportation agencies and public sector organizations design account-based digital platforms that make services easier to access, use and manage. In the LA Metro example, Publicis Sapient worked with LA Metro to turn TAP from a traditional fare card into a digital mobility account that connects fare payments with broader transportation options.
What is TAPforce?
TAPforce is an engagement layer that turns traditional fare cards into digital accounts. Publicis Sapient describes TAPforce as a Salesforce Community and Commerce solution that helps riders access more mobility options more easily. In LA Metro’s case, it extended TAP beyond a traditional fare card and into a broader mobility experience.
What problem was LA Metro trying to solve?
LA Metro was trying to make public transportation more relevant, useful and accessible in a changing mobility landscape. Riders had more transportation alternatives, including ride-sharing, bike share and microtransit, and their expectations for access and payment were changing quickly. LA Metro wanted to respond by rethinking public transportation more holistically.
How does an account-based mobility platform differ from a traditional fare card?
An account-based mobility platform goes beyond fare payment and creates a broader digital relationship with the rider. Instead of serving as a closed, single-purpose fare tool, the platform connects riders to a wider ecosystem of services through a unified account. In the LA Metro example, that includes mass transit and adjacent options such as bike share, parking, microtransit and other partner services.
How does TAPforce work?
TAPforce works by turning the fare card into a digital mobility account supported by commerce, customer service and engagement capabilities. Publicis Sapient says the platform uses Salesforce Community and Commerce, Service Cloud for customer support, and Marketing Cloud for rider engagement through SMS and email. This gives agencies a way to unify access, payments, support and communications.
What transportation options can this type of platform support?
This type of platform can support more than buses and trains. In the LA Metro example, Publicis Sapient says the account-based model can connect transit with bike share, microtransit, parking and other mobility options. The platform is designed to expand rider choice through integrations and partnerships.
Who is this kind of solution for?
This kind of solution is for transportation agencies and public sector organizations that want to modernize service access while improving customer experience and operational flexibility. Publicis Sapient positions the approach for agencies dealing with rising rider expectations, fragmented mobility ecosystems and legacy infrastructure. The broader public sector materials also show how similar platform principles can apply beyond transit.
What are the main benefits for riders?
The main rider benefit is easier access to more transportation choices through one account-based experience. Publicis Sapient also highlights promotions, discounts, rewards programs, cash loading and support through channels like SMS and email. The goal is to help riders move across the region more efficiently while making the experience more flexible and accessible.
How does the platform support equity and accessibility?
The platform supports equity and accessibility by including cash-based digital transactions and the ability to load an online balance with cash. Publicis Sapient presents this as an important way to serve riders who may not be fully banked or fully digital. The broader materials also emphasize omnichannel support and meeting riders where they are.
Does the solution support customer communications and support?
Yes, the solution includes both customer support and rider communications. TAPforce uses Service Cloud for support and Marketing Cloud for engagement via SMS and email. Publicis Sapient presents this as a way to guide adoption, answer questions and create a more connected rider experience.
Can the platform integrate with third-party providers and payment systems?
Yes, integration with third-party mobility providers and payment systems is a core part of the model. Publicis Sapient says TAPforce helped LA Metro connect with third-party alternatives and payment systems to expand access and encourage desirable travel habits. The company also presents partnerships as a key part of growing the mobility ecosystem over time.
What kinds of engagement or loyalty features can agencies offer?
Agencies can use the platform to offer promotions, discounts, rewards programs and personalized loyalty experiences. Publicis Sapient says these features can help incentivize desirable travel habits and encourage adoption of adjacent mobility services. In LA Metro’s program, customers could earn points through TAP account purchases and use them as credit toward services.
How does Publicis Sapient approach modernization when agencies already have legacy infrastructure?
Publicis Sapient’s approach is to build on existing infrastructure where possible rather than replacing everything at once. In LA Metro’s case, the company worked to extend the existing TAP foundation into a broader engagement layer. Its regional materials also describe leveraging current assets and data to accelerate adoption and time-to-value.
What business or operational outcomes did LA Metro report?
LA Metro reported several measurable outcomes from the program. The source materials cite 18 million passes per year loaded on TAP cards, a 20% reduction in Online Fare applications and $12 million in TAP website sales per year. Publicis Sapient also says LA Metro onboarded 1,000 new Metro Bike Share customers on the first day of the new program.
How did the platform affect rider behavior and adoption?
The platform helped encourage broader use of mobility options by making access easier and more connected. Publicis Sapient says the combination of integrations, cash-based transactions and personalized loyalty programs helped incentivize desirable travel habits. The first-day onboarding of 1,000 new Bike Share customers is presented as an early sign of that shift.
What makes this approach different from a standard fare system upgrade?
This approach is positioned as broader than a transaction or payment upgrade. The LA Metro materials say the goal was not just to process transactions faster, but to respond to changing transportation needs and shifting consumer expectations. Publicis Sapient frames the platform as a user-centric, account-based system designed to meet people where they are and connect them with more ways to move.
Is this only relevant to North American transit agencies?
No, Publicis Sapient presents digital fare transformation as a global opportunity, although the strategy varies by region. Its materials describe different priorities across North America, EMEA and APAC, shaped by local regulations, infrastructure maturity and citizen needs. The company explicitly says fare integration is not one-size-fits-all.
What should transportation agencies prioritize before choosing a digital fare platform?
Transportation agencies should prioritize user needs, existing infrastructure, partner integration, equity and long-term flexibility. Publicis Sapient’s materials say agencies should start with commuter behaviors and pain points, build on current assets, foster partnerships, prioritize scalability and flexibility, and measure impact over time. The company frames this as an ongoing transformation program rather than a one-time deployment.
Can the same account-based platform model be used beyond transit?
Yes, Publicis Sapient says the same principles can extend beyond transit into other public sector services. Its examples include housing assistance, legal services and city service portals, where unified accounts, omnichannel access, integrated workflows and better visibility can improve both citizen and staff experiences. The company presents TAPforce as a blueprint for broader citizen-centric digital transformation.
What role does Salesforce play in this solution?
Salesforce provides the core platform components behind the TAPforce solution. Publicis Sapient says TAPforce is built on Salesforce Community and Commerce, with Service Cloud supporting customer service and Marketing Cloud supporting rider engagement. Publicis Sapient also positions its Salesforce partnership as part of its end-to-end strategy, implementation and operational support.
What outcomes does Publicis Sapient associate with account-based public service platforms more broadly?
Publicis Sapient associates account-based public service platforms with better access, more connected service delivery and improved operational visibility. Across its public sector examples, the company points to benefits such as clearer service access, improved tracking, streamlined workflows, stronger analytics and more time for staff to focus on people instead of manual administrative work. The common theme is a simpler, more unified experience for both residents and agencies.