Evaluating the Traveler's Perspective to Improve the Airport Customer Experience / Search Inside This Book
214 matches found for How People Learn Brain,Mind,Experience,and School Expanded Edition. in Chapter 2 - Guide to the Traveler s Airport Journey
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...Transforming from a customer service mindset to a customer experience approach requires ...
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...understanding the things that matter most to travelers. This is important because according to ...
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...Airports Council International (ACI), an improvement of 1% in passenger experience translates ...
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...This chapter explains the process of identifying and classifying targeted airport customer ...
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...segments and personas and introduces the concept of journey mapping from the traveler’s ...
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...perspective. It also provides tools to assist airports in creating their own journey maps and ...
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...personas based on their specific and distinctive characteristics....
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...Journey mapping is the foundation of a good customer experience program and allows ...
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...journey is a critical step in enhancing the customer experience....
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...Segmenting travelers allows an airport to obtain better insight and understanding of the ...
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...segments, and this analysis has been expanded upon in subsequent chapters of this Guidebook....
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...tions for more general traveler segments. However, individual airports need to look beyond ...
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...tics, core values, and drivers. Traveler segmentation reveals who the travelers are but does not ...
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...provide an understanding of their needs and motivations. To accomplish this, the creation of ...
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...2.2 Development and Application of Personas...
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...Recent changes in the aviation industry and in the expectations of travelers have begun to ...
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...alter the way we approach our understanding, and thus the segmentation, of airport passengers ...
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...(Harrison, Popovic, & Krall, 2015). For the airport industry, a deeper understanding of the ...
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...8 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...and aging...
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...behaviors and needs of the passenger is vital to achieving higher levels of customer service and ...
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...personas provides the airport and its stakeholders with a better understanding of its travelers’ ...
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...needs, motivations, sentiments, and consumption habits. They allow the airport to focus on a ...
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...and address the needs of its traveler segments....
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...The steps presented in the toolkit have been expanded on in the following....
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...2.2.1 Step 1: Collate and Analyze Existing Data...
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...Census Bureau, the airport, and business partners. An analysis of demographic and traveler ...
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...unique to the airport. The process also highlights an airport’s culture, size, and traffic differences ...
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...the types of data shown in Figure 4....
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...10 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...Figure 5 provides an example of two ways to segment travelers; however, each airport’s traveler ...
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...segments will be different depending on demographics and other factors. The dark squares in ...
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...2.2.3 Step 3: Gather Data to Better Understand Needs ...
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...and Motivations...
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...surveys to better understand traveler motivations, their state of mind, needs, and consumption ...
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...habits, as well as how they spend time at the airport. The customer interviews, focus groups, or ...
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...in understanding expectations and differences among the various travelers. Data that is collected ...
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...Analyze the data to identify patterns and commonalities to build specific personas unique ...
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...and internalize the mindset of these airport passengers and then create a representation of ...
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...the goals and behaviors of a hypothesized group of users. These key profile groups are then ...
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...example of personas developed by ACI and Figure 8 provides another example developed by ...
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...12 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...The persona should be the profile of a real person with a convincing narrative and an asso-...
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...ciated illustration, if applicable. It should describe key characteristics of the persona and the ...
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...over time to keep up with the changing needs of its passengers and anticipate future trends. The ...
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...How terminal designs can provide travelers a genuinely rewarding experience often depends ...
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...on a trip’s purpose and individual traveler personas formed by culture, personality, gender, ...
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...physical, and cognitive conditions (Chang, 2020). Personas are also influenced by a traveler’s ...
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...repeated or continuing data sources and should be linked with the journey map. This technique ...
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...Develop a journey map from the traveler’s perspective to identify key pain points and solu-...
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...tions to alleviate these and enhance the customer experience. The journey-mapping process ...
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...needs, pain points, and perceptions throughout the course of their journey. This topic is dis-...
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...2.3 Development and Management of Journey Maps...
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...The total traveler experience is influenced by key touchpoints throughout their airport ...
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...and encountering negative emotions in their journey. This data can then be used to design ...
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...interventions to alleviate pain points and improve customer experience. Figure 9 illustrates ...
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...key areas in the traveler’s journey and can be used as a starting point for the journey-mapping ...
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...experience of buying a product or service—tend to predict overall satisfaction much more accu-...
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...experience metric predicts overall satisfaction and willingness to recommend twice ...
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...A journey map can help reveal the gaps between the traveler’s experience and ...
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...way of pain points and providing opportunities for innovation. They allow airports ...
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...to organize their resources and employees around customer needs....
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...14 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...experience and to visualize the relative impact of different experiences on cus-...
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...help airports to better understand the needs of their diverse groups of passengers ...
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...and design interventions to address travelers’ unique needs....
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...Customer journeys are not static, and therefore journey maps should be ...
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...adaptable and expandable to respond to the evolving customer journey....
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...The following detailed steps describe the journey-mapping process and how it may be used to ...
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...support customer experience programs....
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... – Goals and scope of the exercise. These are the outcomes the committee wants to achieve from ...
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...the journey-mapping exercise and its implementation....
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... – Hypotheses. Aggregation of the knowledge and assumptions of leadership, management, ...
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...and employees about customer experiences and needs is an important step in identifying ...
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...assumptions of how improvements in customer experience metrics may influence the expe-...
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...mapping process including scheduled workshops with key stakeholders and participants ...
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... – Benefits to enhancing the customer’s experience. Airports oftentimes provide a siloed expe-...
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...rience, given the complexity of possible touchpoints and the various stakeholders involved ...
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...lent experience at one touchpoint but then have a completely different experience at the ...
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...buy-in and help enhance collaboration, which is critical to the success of the exercise....
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...The planning process should include a review of existing customer and relevant airport data ...
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...to establish the background of existing knowledge for the mapping process and document it, as ...
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...experience—customer comment cards, social media data, survey data, focus groups, mystery ...
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...shoppers, and employee feedback....
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...Define key traveler segments/personas and identify unique characteristics (refer to ...
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...customer and airport data...
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...travelers and return on ...
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...manager, leaders and ...
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...experience...
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...16 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...marketing campaigns, website or mobile app contact, social media interactions, and customer ...
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...• Develop a visual flow diagram illustrating the key touchpoints, actors, and silos at the airport ...
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...to create an end-to-end experience. The initial map can be shallow and broad to capture all the ...
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...touchpoints; subsequently, sublayers such as pain points and sentiments or emotions can be ...
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...added. If an airport is already advanced in its journey mapping and has identified successes, ...
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...failures, and/or issues, the first step can be the creation of a more detailed touchpoint map to ...
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...The key is to focus on travelers’ perspectives when developing the journey map to understand ...
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...their internal dialogue, gain empathy for what they are going through, and avoid simply listing the ...
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...Sublayers of the journey should be created to gain greater insight into the customer experience. ...
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...Successes, moments of truth, and traveler pain points can be identified by utilizing a combi-...
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...to better understand the unique needs and pain points of each persona. Mapping out persona ...
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...journeys can allow the airport to create experiences that will serve the personal needs of different ...
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...Q2. How can individual customers be grouped into categories with individuals that share the ...
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...Q5. What are their unique needs and expectations?...
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...Post-its Paper andpen...
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...Mapping the Employee Experience...
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...Develop a journey map to understand the journey from the employees’ perspective. A survey ...
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...interviews. The airport needs to understand the employees’ perspective of the airport’s values ...
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...and mission and their role in meeting customer needs. Incorporating the employee experience ...
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...will reveal correlations between the customer experience and the employee experience and/or ...
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...employees’ perception of the customer’s experience. A critical element of the customer experience ...
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...(discussed in Chapter 5 of this Guidebook) is that a good employee experience translates into a ...
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...good customer experience. Figure 13 illustrates elements to consider for mapping the employee ...
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...experience....
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...and its business partners/stakeholders can work together in the journey mindset, instead of the ...
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...also be identified, and strategies to “repair” the experience after the touchpoint can be devised....
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...Mapping the employee experience...
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...experience...
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...and feelings...
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...18 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...thoughts and ...
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...Figure 13. Sample template for mapping the employee experience....
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...handlers...
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...handling...
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...handlers...
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...past is traveler emotion and the ability of the airport to provide a positive environ-...
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...ment focused on the positive elements of the journey. Understanding the travel-...
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...experience is almost always dictated by how people feel at a particular moment. ...
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...Discovering the emotions is not enough. The airport needs to understand the why ...
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...or the root cause of particular traveler emotions at various journey points. Figure 15 shows a ...
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...template for mapping traveler emotions, and the following suggests information that should ...
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...• Mark the highs and lows of the experience including moments of delight, pain, or any point ...
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...volunteers/business partners and vice versa....
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...• Distinguish between the actual experience and the desired experience, which will provide ...
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...• Analyze the queuing for citizens and resident aliens versus non-citizens at the Customs and ...
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...• Analyze the experience of arriving at the airport by various modes of transportation....
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...• Analyze the experience of PreCheck versus no PreCheck lines at security....
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...experience...
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...and feelings...
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...experience...
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...“People bring their expectations and their ...
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...emotional needs with them to the airport, and ...
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...expectations and emotional needs” (Shapiro, ...
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...20 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...Adding Benchmarks and Metrics...
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...Add benchmarks and metrics and hold airport staff, divisions, and departments accountable ...
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...for the achievement of the benchmarks and/or metrics to track the progress of the impacts on ...
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...the customer experience (see Figure 16)....
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...Journey maps can take on varying formats and varying levels of detail depending on the ...
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...• Review current data collection methods and determine which existing methodologies can ...
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...be utilized and are most effective to inform the journey map. At each touchpoint, identify the ...
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...experience ...
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...Figure 16. Monitoring the experience through the journey....
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...Q6. Does the map indicate the relative importance of each interaction and need to the customer?...
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...Q7. Does the map clearly describe the customer’s experience when transitioning across ...
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...data collection method to collect data to measure and track improvements. This will be used ...
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...• Collect data from travelers to inform the journey map and understand the elements of the ...
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...customer, enhance teamwork, and improve cross-departmental and cross-organizational ...
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...• Share the journey map with key stakeholders (managers, leaders, business partners and/or ...
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...subcontractors, airport employees, and other stakeholders) to help them visualize themselves ...
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...in the traveler’s shoes and better empathize with the traveler’s experience. This step should ...
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...perspectives and key stakeholders’ perspectives....
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...Each data collection methodology has drawbacks and limitations. Therefore, it is important ...
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...but understanding the reason(s) for the queuing times will allow leadership to develop tar-...
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...tations and the effectiveness of current processes and procedures. The journey map itself only ...
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...identifies the opportunities and issues; it does not resolve them. Mapping the ideal customer ...
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...experience based on the data gathered will allow the airport to identify opportunities for ...
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...improvement. Prioritizing efforts, optimizing solutions, and actively managing implementa-...
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...gaps between current experiences and desired experiences. An implementation or action plan ...
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...22 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...most value to travelers and/or expectations that have the greatest return on investment. The ...
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...the traveler or on reducing activities that detract from the experience. The implementation plan ...
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...Journey management, defined as “the discipline of understanding, planning, implementing, ...
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...and optimizing a portfolio of journey maps to create loyalty through an improved experience” ...
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...(McInnes, 2017), is essential to delivering an experience the traveler expects and demands. This ...
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...Metrics and benchmarks to measure progress toward achieving objectives set in the imple-...
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...mentation plan need to be established and tracked. These metrics should be focused on the ...
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...ship of the benchmarks and metrics needs to be assigned to appropriate individuals and depart-...
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...further detail on measuring the customer experience....
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...the drivers that result in customer segments diverging in their behavior and intent. The key ...
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...is to begin the process and continuously identify ways to innovate and enhance the customer ...
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...experience as travelers, environments, and airports evolve. The journey map should identify ...
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...priority areas for improvement and innovation. Ultimately, the process should result in customer- ...
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...centric journeys leading to actions that will improve the customer experience....
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