Branding MSP. Tim Anderson Deputy Executive Director for Operations. March 2011
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1 Branding MSP Tim Anderson Deputy Executive Director for Operations March 2011
2 Current Status of Branding Initiative Customer Service as a Brand Brand promise created Performance standards determined Training tool developed
3 How did we get here? Customer Service Action Council (CSAC) 1998 Quality Initiative 1999 MAC Strategic Goal To provide world class, customer oriented transportation facilities at MSP CSAC Mission Statement To improve our customers experience at MSP CSAC Vision Statement To be a recognized leader in customer service
4 The CSAC Team
5 CSAC Successes Customer Service Training Program Complaints and Compliments Process Airport Service Quality (ASQ) Awards and Recognition MSP Service Professional Awards Employee of the year The Dorothy
6 Successes (continued) Way to Go cards
7 Successes (continued) CSAC Forums Over arching goal to create a customer service culture within the airport community Open to all tenants Themed events Launch a Partnership, July 2003 Recognizing & Motivating Your Employees 2004 Airports and Air Travel for Seniors 2005 Little Things Make a BIG Difference October 2006 What Frustrates Your Customers? 2007 Open Doors Organization, March 2008 Creating Brand Identity and Jeopardy Airport Game show, 2009 Accessibility Awareness, April 2009 Arts and culture in the Airport, Jan 2010 Crisis Intervention at MSP, Jan 2011
8 Customer Service Partnership Initiative (CSPI) Sponsored by CSAC Airport community-wide initiative Goal to make MSP the Airport of Choice Process involves Identifying the MSP Brand Agreeing upon service standards Cascading those standards throughout the airport Measuring performance on our own brand promise
9 MSP Partnership History Directors Luncheons Tuesday Breakfasts Airline Managers Council Security Consortia Snow Critiques Travelers Assistance Awards Ceremony MSP tenant meetings Service Idol ceremonies
10 MSP Partnership History (con t) ARFF Hotdog Roast and Karaoke TSA Awards & Recognition Ceremony Operations Opstoberfest
11 CSPI Driving Influences Excellent Customer Service is our responsibility to the public. The public has choices regarding travel. Travel vs teleconference or video conference Air travel vs overland travel Start at MSP or start at Chicago Connect through MSP or through Detroit
12 CSPI Teams Airport Ambiance Courtesy and Helpfulness Restroom Cleanliness Comfort of Waiting Areas MSP Branding
13 Building a Brand Understanding brand --- Brand Tool Box workshop Not logos or tag lines Represents organization s strengths It s the how not the what Represents the values that give credibility to products and services Organizational Development, not marketing program Never ends Requires alignment of personal brand and organizational brand values
14 Building a Brand (continued) How do we differentiate MSP from the others? No Saguaro, slot machines, or Mickey Mouse No coastline, mountains, or monuments No beaches, ski slopes or Augusta Nationals What are we known for?
15 Building a Brand (continued) CSPI Vision An airport community providing genuine customer care each and every time MSP Brand Promise MSP Nice, one experience at a time
16 Current Status Standards developed 1. Assure safety and security our 1st priority 2. Employ the circle of assistance 3. Promote teamwork 4. Embrace Going your way 5. Be MSP nice Training video created
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22 Current Status (continued) Customer experience officer (CEO) program CEO s identified Role: advocacy and facilitation Training plan developed Tenant provided MAC provided Incorporated into badging process
23 CSPI Work On-going Addressing challenges Airline participation Incorporating disparate tenants Creating marketing plan Internal brand vs new marketing theme Developing metrics
24 Connecting the dots MAC vision To give our customers the best airport experience in North America Brand Promise MSP Nice, one experience at a time Customer CSAC vision To be a recognized leader in customer service CSPI vision An airport community providing genuine customer care each and every time.
25 The Bottom Line GOOD customer service is good business Happy customers are more forgiving Happy customers return Happy customers spend more
26 Questions?
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