Evaluating the Traveler's Perspective to Improve the Airport Customer Experience / Search Inside This Book
279 matches found for How People Learn Brain,Mind,Experience,and School Expanded Edition. in Chapter 6 - Measuring the Customer Experience
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...Experience...
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...passenger processes, airport facilities, and customer services; however, the emotional aspects ...
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...of the customer experience are rarely measured, if at all (Shapiro, 2018). The majority of the ...
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...existing benchmarks and key performance indicators (KPIs) related to customer satisfaction are ...
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...composed of hard metrics such as the number of customer complaints monthly. Standardized ...
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...and industry-wide tools in these areas remain limited. In addition, these benchmarks are overly ...
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...general to be of any real value and are unable to effect concrete actions in achieving a superior ...
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...customer experience....
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...Chapter 6 offers several benchmarking methodologies and tools that address some of these ...
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...challenges and that an airport may use to measure its performance internally and against other ...
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...organizations within and outside of the aviation industry. These methodologies and tools, which ...
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...Power, and IATA to determine the customer satisfaction level allow the airport to compare ...
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...There are four key steps in measuring the customer experience, which are summarized in ...
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...Toolkit 4 and detailed following the toolkit....
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...Chapter 2 discussed the journey-mapping process and the variations and additions that can ...
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...be created to understand the customer’s perception of the airport experience. A key component ...
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...of the journey-mapping process is an assessment of customer experience gaps, which involves ...
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...• The traveler’s perception of their current customer experience vs. their ideal customer ...
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...experience. In order to meet or exceed expectations, airports need to understand any gaps ...
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...between the traveler’s ideal customer experience and their current experience....
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...• The traveler’s perception of their current experience vs. the airport’s perspective of the ...
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...traveler’s current experience....
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...• The traveler’s perception of the ideal experience vs. the airport’s perception of the ideal ...
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...customer experience....
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...142 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...When performed well, a gap analysis can provide a holistic understanding of the ...
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...barriers to achieving the desired customer experience....
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...1. Collect and analyze data to determine the current state....
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...3. Identify and develop an action plan to close the gaps....
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...Identifying the Traveler’s Current Experience Versus ...
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...Ideal Customer Experience...
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...rience and the traveler’s ideal experience requires an in-depth understanding of the traveler’s ...
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...experience throughout the journey. This entails an analysis of the existing data that includes the ...
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...• A review of all the available customer service/customer experience data such as internal and ...
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...technology-based feedback, and so forth. Utilizing a variety of quantitative and qualitative ...
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...goals, and objectives to...
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...goals and objectives...
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...• Collect and analyze...
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...VISION, GOALS, AND...
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...MONITOR AND...
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...Toolkit 4: Measuring the Customer Experience...
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...Measuring the Customer Experience 143 ...
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...• A review of the data to identify patterns or certain areas that need to be reviewed and/or ...
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...improved. Focus on physical infrastructure, processes, and people systems where there ...
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...are larger gaps and high stress levels and where the airport has greater control....
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...Identifying the Airport’s Perspective of the Traveler’s Current Experience ...
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...and the Airport’s Ideal Customer Experience...
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...Alignment of the airport’s perspective with the traveler’s ideal experience requires assess-...
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...ing the airport’s executive leadership, management teams, and employees’ perspectives on ...
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...what they believe the traveler’s experience is and what it should be. This information may ...
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...be obtained through interviews and/or workshops with a sample of members of the executive ...
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...leadership team, departments, individual employees, and business partners/third-party vendors ...
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...to develop an understanding. This will allow the airport to reconcile differences between the ...
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...traveler’s perspective of reality, the airport’s perspective of reality, and the traveler’s ideal experi-...
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...ence and take actions to close the gap or provide other remediation....
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...While gap analyses are valuable, they are not perfect and can miss the target in improving ...
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...customer experience. If the analysis is not deep enough, the proposed solutions may not address ...
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...the root causes of the issues identified and miss the complexities behind the issues. For example, ...
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...tify whether this is due to staffing deficiencies, lack of training for airport staff, and/or a lack of ...
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...require working with business partners and engaging them promptly....
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...144 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...the airport’s perception of the traveler’s current or desired experience....
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...The next step is to develop an action plan to bridge gaps and align the different perspectives. ...
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...Since the gap analysis may reveal a number of gaps, it is important to start small and prioritize ...
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...initiatives based on urgency and the expected level of improvement in the overall experience. In ...
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...Goals, and Objectives...
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...Airports have traditionally developed strategic plans that include general statements and ...
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...goals for achieving desired customer service and/or customer experience levels. Over the years, ...
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...it has become clear that the mission, vision, and strategy do not always translate into actionable ...
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...goals and objectives at departmental levels. In order to achieve sizable improvements in cus-...
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...tomer experience and hit benchmarking targets, the entire organization must understand the ...
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...purpose and intent of the mission, vision, and strategy as related to customer experience and ...
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...their application to the specific job responsibilities of departments and individuals....
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...Alignment of the organization’s mission, vision, strategic goals, and departmental objectives ...
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...is critical to ensuring unified messaging and actions across the airport in creating a better cus-...
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...tomer experience (see Figure 76). Using the results of gap analysis and the airport’s strategic ...
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...plan, specific goals, objectives, and benchmarks should be developed at each department level ...
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...within the airport. These should then be translated into a set of simple standards or principles ...
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...tion and measurement of gaps between current performance and desired performance (Salem, ...
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...2013). The benchmarks and key performance indicators (KPIs) developed for each objective can ...
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...ence and encourage departments to work more closely together. As mentioned in the discussion ...
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...on journey mapping in Chapter 2, benchmarks and KPIs can be overlaid on the journey map to ...
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...goals, and objectives....
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...Measuring the Customer Experience 145 ...
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...ering the customer experience should be established to obtain organizational buy-in and more ...
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...effectively communicate strategic goals, objectives, and benchmarks to everyone across the ...
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...responsible for establishing consensus on specific benchmarks and assigning ownership....
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...identified during the gap analysis are accomplished on time and as planned and that departments ...
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...are monitoring and measuring their success in regularly improving the customer experience....
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...The following describes internal benchmarking, external industry benchmarking, and ...
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...• Establish data sources. Establish existing and new data sources to track progress toward ...
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...customer satisfaction and employee engagement to illustrate the benchmarking process. How-...
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...ever, other factors influence the journey as well—airport cleanliness, queuing, technology, and ...
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...satisfaction in addition to the more commonly used customer experience benchmarks. These ...
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...are mostly unique to each airport since each airport has its own methods of data collection and ...
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...One of these involves using sentiment and emotion analysis information to identify specific ...
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...pain points that impact the overall customer experience. This type of analysis is useful because ...
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...it can help the airport to identify the root causes of negative feedback, conduct a quick and early ...
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...Another key benchmark to effectively measure the customer experience is the Net Promoter ...
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...Score. It is calculated based on answers to a key question, “On a scale of 0–10, how likely would ...
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...(loyal and enthusiastic customers), those who provide scores of 7–8 are passives (satisfied but ...
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...unenthusiastic customers), and those who provide scores of 0–6 are detractors (unhappy cus-...
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...146 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...Through collecting employee engagement metrics and understanding employee experi-...
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...ence, airports can leverage the connection between employee engagement and customer ...
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...experience to enhance business outcomes. Combining different metrics—such as conducting ...
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...employee stay interviews, regular pulse surveys, and a more comprehensive annual engage-...
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...ment assessment—can offer airports a holistic and comprehensive understanding of the ...
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...areas that employees are happy about and the areas where change is desired. This allows ...
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...airport leadership to make informed decisions regarding employee experience and ultimately ...
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...enhance the overall customer experience....
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...employees for their participation and communicate the high-level results. It is also important ...
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...to identify a few key areas on which to focus and improve and to communicate to employees ...
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...results of the recommendations made and actions taken ensures employees that their voices ...
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...have been heard and sends the message that the organization is committed to improving the ...
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...work experience. This creates a positive loop by enhancing actual engagement and encouraging ...
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...The most common way of measuring employee engagement is through surveys, and many ...
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...every several years) to gauge their employees’ commitment to and satisfaction with the organi-...
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...zation. One-time surveys are only part of the process of understanding employee engagement. ...
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...Additional measures should be considered to better understand engagement and, more impor-...
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...tantly, to act on it and leverage it to meet organizational goals....
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...issues and providing feedback result in employees feeling more responsible for outcomes and ...
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...Several other methods and benchmarks shown to be effective in assessing levels of employee ...
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...engagement and identifying factors that drive engagement and disengagement among employ-...
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...Figure 77. Methods and metrics for assessing levels of employee engagement....
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...Measuring the Customer Experience 147 ...
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...Table 10 provides a template for creating customer satisfaction and employee engagement ...
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...benchmarks and KPIs. The numbers are for illustration purposes only, and each airport will need ...
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...to determine its actual benchmarks and KPIs based on prior performance and desired goals....
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...Customer Experience ...
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...• Track 100% of customer complaints and ...
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...experience training annually to 100% of ...
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...new and existing employees with high ...
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...customer experience ...
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...and comment cards indicate no greater ...
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...customer experience ...
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...understand customers’ needs and ...
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...experience ...
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...annual employee engagement survey and ...
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...• Ratings and ...
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...and ...
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...and Variety ...
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...148 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...ACRP Synthesis 48: How Airports Measure Customer Service Performance may provide ...
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...Organizations such as ACI and J.D. Power provide readily available external benchmarks ...
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...through surveys, studies, or handbooks. One such resource is the recently issued Passenger ...
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...Facilitation Performance Metrics Handbook (ACI, 2020), which offers key tools for airports to ...
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...manage the flow of passengers and baggage while meeting or exceeding passenger expectations. ...
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...how they compare to other national and international airports and to establish benchmarks to ...
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...improve customer experience in different areas of their journey....
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...industry benchmarks and/or initiate a group of “like” airports to agree to share information within ...
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...an airport and that of other comparable airports, as well as to track progress toward improve-...
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...ments in rankings and other areas....
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...formance indicators. However, when organizations are compared based on factors not routinely ...
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...measured within their industry, the challenge lies in obtaining comparable data and making ...
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...experience, since some customer experience metrics are not routinely evaluated in the airport ...
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...industry. Comprehending and measuring a complete airport customer experience requires ...
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...capturing both direct drivers (e.g., customer satisfaction) and indirect drivers (e.g., employee ...
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...engagement, organizational practices, and leadership effectiveness) of customer experience....
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...Figure 78 sums up the key drivers of customer experience as organizational effectiveness, ...
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...leadership effectiveness, and employee experience. These factors need to be considered to truly ...
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...measure and understand an airport’s level of customer experience....
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...Figure 78. Key drivers of customer experience....
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...Measuring the Customer Experience 149 ...
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...(through the use of social media analysis), the employees’ perspective, and the organization’s ...
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...perspective, and integrates and synthesizes these data holistically. Gaining access to this wider ...
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...and more in-depth range of customer experience data requires supplementing traditional data ...
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...collection methods (e.g., surveys, focus groups, and customer comments) with newer and more ...
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...innovative methods such as social media analysis, data analytics, and people analytics....
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...While gathering and analyzing data on non-traditional metrics in the airport industry, air-...
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...ports can consider the creative benchmarking process as a way of comparing with and learn-...
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...ing from the best-in-brand organizations on customer experience. The creative benchmarking ...
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...marking will provide a new perspective on airport customer experience and help address key ...
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...customer concerns with practical and innovative solutions from best practices and leading ...
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...in innovation and in enhancing the customer experience. In addition, creative benchmarking ...
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...utilizes social media data, media data, and information that can be readily found online, making ...
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...comparison of airports with other airports/organizations. Appendices C, E, and F provide ...
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...additional tools and resources to help airports become competent in performing creative bench-...
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...marking and using social media and media analytics to enhance their customer experience ...
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...Social media and media analysis allow airports to capture customer voices in as close to real ...
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...mately benefit both travelers and airports. Furthermore, airports can use this information to not ...
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...only assess traveler’s preferences, attitudes, and behaviors but also to diagnose problem areas, ...
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...identify root causes of negative customer experiences, and evaluate new and ongoing programs ...
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...and initiatives from the traveler’s perspective. Most importantly, airports are encouraged to ...
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...effective targeted interventions, and empower airport employees to incorporate data insights ...
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...6.4 Step 4: Monitor and Evaluate Progress...
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...Benchmarks and KPIs provide a great tool to measure and improve customer experience and ...
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...employee engagement. However, constant evaluation of the progress is essential to determine ...
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...whether interventions are working and whether adjustments need to be made. Therefore, it ...
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...will monitor the benchmarks and provide progress reports every month. Department directors ...
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...• Observation of passenger flow, contractor, business partner, and/or staff and volunteer ...
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...• Reviewing customer comment cards, customer service survey results, and website and/or ...
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...airport app comments and share with business partners and/or staff responsible for the ...
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...150 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...• Monitoring social media results and responding to comments....
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...Some newer methodologies for collecting data and monitoring progress, in addition to social ...
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...The results of benchmarking will allow airport executives to take a proactive approach and ...
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...tomer experience. Measuring progress through the KPIs will assist in identifying whether the ...
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...gaps are being closed. Individual departments and business partners must be held accountable ...
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...for specific actions for improvement. Internal messaging can help communicate and reinforce ...
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...established benchmarks for service standards to airport staff, whereas external communica-...
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...tion strategies can drive perceptions of excellence and communicate these high levels of service ...
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...standards to the public and stakeholders. When all messages and processes are aligned, guests ...
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...arriving at and departing from the airport will enjoy a seamless customer experience. Table 12 ...
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...and Methods for Improving Success...
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...Although benchmarking can be an effective tool in measuring and improving customer ...
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...experience, there can be some barriers in implementing benchmarking. Some of the potential ...
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...challenges and methods for improving benchmarking success are presented in Table 13....
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...particular sentiment. For example, press the red “unhappy face,” and you’re ...
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...through instant feedback touchscreens, QR codes, and feedback forms....
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...Jan Richards, head of insights and planning at Dublin Airport, is charged with ...
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...improving the passenger research and using it with journey mapping to ...
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...understand how the passenger feels. Dublin interviews passengers on an almost ...
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...understanding of their passengers’ behaviors. This entailed observing 205 ...
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...passengers and visitors as they traveled through the airport and also having ...
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...Measuring the Customer Experience 151 ...
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...achieving objectives and...
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...8. Gather data and analyze data to...
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...9. Determine actions and responsible...
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...monthly and adjust actions as...
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...Table 13. Potential barriers to benchmarking and methods for improving success....
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...• Change management: It is not unusual to experience reluctance to ...
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...collecting and reviewing data regarding the current state of the ...
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...• Expectations and goals can sometimes be unrealistic....
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...commitment and resource investment....
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...• Organizations facing change can experience “analysis paralysis,” ...
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...and look for perfect solutions....
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...• Consolidate data through a customer experience data management ...
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...tool. A well-designed and well-implemented customer experience ...
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...data collection initiative will augment the established standards and ...
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...further guide the airport toward a customer experience mindset....
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...• Airport leadership support and integration of the benchmark goals as ...
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...• Create realistic and achievable goals....
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...• Identify the sources and causes of possible resistance from the beginning....
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...• Relate performance requirements of contractors and business ...
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...• Increase collaboration and communication between departments on ...
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...• Provide training and development to enhance required skill sets in ...
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