I suggest you add real-time, online bus tracking. I'm sure that you're already collecting the GPS coordinates of all of the buses regularly. Now imagine if that data could be overlaid on Bing Maps or Google Maps or Map Quest or Yahoo! Maps.... I could pop open a window, while still at my desk, and have a decent idea if I had just missed my bus... or if the bus was late... or what not.
And, for the smartphony users, you could even stand at the bus stop and see how soon the next bus was coming, just by looking at the map.