Evaluating the Traveler's Perspective to Improve the Airport Customer Experience (2021) / Chapter Skim
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141 Measuring the Customer Experience Airports frequently measure customer satisfaction in relation to functional aspects such as passenger processes, airport facilities, and customer services; however, the emotional aspects of the customer experience are rarely measured, if at all (Shapiro, 2018)
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142 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience These gaps in perspective are illustrated in Figure 75. The gaps are indicated by the edges of the large triangle as the difference between stakeholder perspectives.
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Measuring the Customer Experience 143 • A review of the data to identify patterns or certain areas that need to be reviewed and/or improved. Focus on physical infrastructure, processes, and people systems where there are larger gaps and high stress levels and where the airport has greater control.
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144 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience 6.1.3 Gap Closure The gap analysis may reveal that the desired state of the traveler does not necessarily align with the airport's perception of the traveler's current or desired experience. The next step is to develop an action plan to bridge gaps and align the different perspectives.
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Measuring the Customer Experience 145 A working group composed of members from the various departments responsible for delivering the customer experience should be established to obtain organizational buy-in and more effectively communicate strategic goals, objectives, and benchmarks to everyone across the organization. The initial working group can be the same as the group assigned for the journeymapping process, with additional members brought on if needed.
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146 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience Employee Engagement Benchmarks Through collecting employee engagement metrics and understanding employee experience, airports can leverage the connection between employee engagement and customer experience to enhance business outcomes. Combining different metrics -- such as conducting employee stay interviews, regular pulse surveys, and a more comprehensive annual engagement assessment -- can offer airports a holistic and comprehensive understanding of the areas that employees are happy about and the areas where change is desired.
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Measuring the Customer Experience 147 Table 10 provides a template for creating customer satisfaction and employee engagement benchmarks and KPIs. The numbers are for illustration purposes only, and each airport will need to determine its actual benchmarks and KPIs based on prior performance and desired goals.
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148 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience ACRP Synthesis 48: How Airports Measure Customer Service Performance may provide additional insight into appropriate benchmarks (Kramer & Bothner, 2013)
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Measuring the Customer Experience 149 The creative benchmarking method, therefore, collects data from the customers' perspective (through the use of social media analysis) , the employees' perspective, and the organization's perspective, and integrates and synthesizes these data holistically.
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150 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience • Conducting customer focus groups (onsite or virtually)
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Measuring the Customer Experience 151 Activity In place Progress Completed Comments 1. Alignment of strategic goals with department goals/objectives 2.
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