The National Academies Press

Currently Skimming:

Pages 7-22

The Chapter Skim interface presents what we've algorithmically identified as the most significant single chunk of text within every page in the chapter.
Select key terms on the right to highlight them within pages of the chapter.

From page 7... ... 7 Guide to the Traveler's Airport Journey Transforming from a customer service mindset to a customer experience approach requires understanding the things that matter most to travelers. This is important because according to Airports Council International (ACI) Read the entire page →
From page 8... ... 8 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience ( Source: Boudreau et al., 2016) Domestic passengers ACRP Report 157 Traveler Segments The aged and aging International passengers Nonpassenger customers Customers with special needs Families Figure 2. Read the entire page →
From page 9... ... Guide to the Traveler's Airport Journey 9 behaviors and needs of the passenger is vital to achieving higher levels of customer service and developing new efficiencies in airport operations (ACI Media Release, 2016) Read the entire page →
From page 10... ... 10 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience data tells the airport who the travelers are, but it does not provide information on what their needs or motivations are. The preliminary segmentation could group travelers generationally, by reason for travel, or any other characteristic, based on available data. Read the entire page →
From page 11... ... Guide to the Traveler's Airport Journey 11 groups of travelers traversing the airport. A key aim of creating personas is to empathize with and internalize the mindset of these airport passengers and then create a representation of the goals and behaviors of a hypothesized group of users. Read the entire page →
From page 12... ... 12 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience The persona should be the profile of a real person with a convincing narrative and an associated illustration, if applicable. It should describe key characteristics of the persona and the persona's high-level goals. Read the entire page →
From page 13... ... Guide to the Traveler's Airport Journey 13 2.3 Development and Management of Journey Maps The total traveler experience is influenced by key touchpoints throughout their airport journey. By visually walking through these touchpoints from the traveler's viewpoint, an airport can determine where it is succeeding or where travelers may be experiencing challenges and encountering negative emotions in their journey. Read the entire page →
From page 14... ... 14 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience Journey maps may be augmented with additional data to conduct different types of analyses identifying where the airport might be able to influence the customer experience and to visualize the relative impact of different experiences on customers. For example, assigning personas from different countries, generations, or demographics in the journey map to match those traveling through the airport can help airports to better understand the needs of their diverse groups of passengers and design interventions to address travelers' unique needs. Read the entire page →
From page 15... ... Guide to the Traveler's Airport Journey 15 – Anticipated timeline for completion. This is the expected duration of the initial journeymapping process including scheduled workshops with key stakeholders and participants to help validate the journey map. Read the entire page →
From page 16... ... 16 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience 2.3.3 Step 3: Design • Identify key touchpoints, which are instances where the customer has an interaction or decision point with the airport. Also, identify any kind of engagement the airport may have with its travelers at each point of the journey. Read the entire page →
From page 17... ... Guide to the Traveler's Airport Journey 17 Mapping the Employee Experience Develop a journey map to understand the journey from the employees' perspective. A survey of employees may include questions that can be similar to those used for the traveler survey or interviews. Read the entire page →
From page 18... ... 18 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience Touchpoints Prior to airport arrival Arrival at airport Pre-security Security Post-security Employee satisfaction score 3.75 Root cause/ thoughts and feelings Opportunities for improvement Figure 13. Sample template for mapping the employee experience. Read the entire page →
From page 19... ... Guide to the Traveler's Airport Journey 19 Discovering Traveler Sentiments/Emotions One component of the traveler's journey that has not been fully explored in the past is traveler emotion and the ability of the airport to provide a positive environment focused on the positive elements of the journey. Understanding the traveler's emotions/sentiments at each stage of the journey is key because the customer experience is almost always dictated by how people feel at a particular moment. Read the entire page →
From page 20... ... 20 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience Adding Benchmarks and Metrics Add benchmarks and metrics and hold airport staff, divisions, and departments accountable for the achievement of the benchmarks and/or metrics to track the progress of the impacts on the customer experience (see Figure 16) Read the entire page →
From page 21... ... Guide to the Traveler's Airport Journey 21 data collection method to collect data to measure and track improvements. This will be used later in the journey management stage. Read the entire page →
From page 22... ... 22 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience Since airport resources are limited, efforts need to be prioritized based on areas that have the most value to travelers and/or expectations that have the greatest return on investment. The airport can approach various touchpoints by focusing either on enhancing activities that delight the traveler or on reducing activities that detract from the experience. Read the entire page →

From page 7...

... 7 Guide to the Traveler's Airport Journey Transforming from a customer service mindset to a customer experience approach requires understanding the things that matter most to travelers. This is important because according to Airports Council International (ACI)