Building Bridges for Airport Customer Service & Enhancing the Customer Experience
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1 Building Bridges for Airport Customer Service & Enhancing the Customer Experience Karen W. Ellis Director of Customer Service Karen W. Ellis Assistant Director - Customer Service Houston Airport Systems
2 Excellence customer service is the synergy created when an airport s ability to exceed its customers needs and expectations consistently matches its customers perception that their needs and expectations are well met*. If airport management takes a strategic and holistic approach to customer service and airport branding, customer satisfaction with the airport experience can be significantly improved. In addition, revenues can be tracked to show a direct correlation with increased customer satisfaction*. *Excellent Airport Customer Service Meets Successful Branding Strategy Joanne Paternoster 2
3 The Future of Airports* Eight Ways Airport Can Differentiate Themselves 1. Adopt A Customer Orientation 2. Identify and Communicate Clear Strategic Objectives (Standards) 3. Provide Structured and Organized Management of Stakeholders (Measurement) 4. Manage Service Providers Efficiently 5. Embrace a Commercial Mind-set 6. Use Or Invent Your Own Innovations 7. Cooperate Closely with Hub Partners 8. Improve Your Governance Model *Oliver Wyman September
4 FOCUS ON SERVICE *Ron Kaufman, Uplifting Service Worldwide 4
5 Components for Building Customer Service Bridges What Key Elements Needed When 25 Hours Per Day/ 8 Days Per Week Why Create Customer Loyalty How Through Consistently Where All-Inclusive Ways to Enhance the Customer Experience Building Bridges for Airport Customer Service & Enhancing the Customer Experience 5
6 Components for Building Customer What: Key Elements Service Bridges Support From Senior Leadership Buy-in from Middle Management & Airport Stakeholders Defined Vision and Mission Statements Branding Campaign Established Service Standards Comprehensive Airport-wide Training Initiative Effective Measurement Tool 6
7 Components for Building Customer Service Bridges When: 25 hours per day 8 days per week From curbside to planeside Front and back of the house Whenever in uniform Whenever the airport badge is displayed 7
8 Components for Building Customer Why: Service Bridges Create Customer Loyalty Ensure Consistency and Uniformity Revenue Generation Ensure Employees Understand Their Value to the Organization Recognition Become the Global Leader in Customer Service Excellence 8
9 Components for Building Customer Service Bridges How: Consistency, Consistency, Consistency!!! Specifically Designed Airport-wide Training Program Create Reinforcement Tools Branding Campaign Develop Airport-Wide Service Standards Measurement Mystery shops - internal Customer Satisfaction Surveys - external 9
10 Components for Building Customer How: (cont.) Service Bridges Sample Service Standards Listen to customer requests and take immediate action to assist them. Keep customers informed of any delays in service. Greet all customers in professional and courteous manner. Respond to website requests and questions by the end of the business day Thank the customer for their business Use the customer s name when paying by credit/debit card 10
11 Components for Building Customer Where: Service Bridges Throughout (curbside to planeside) Airlines, Cleaning Staff, Concessions, Parking, TSA, CBP etc. Executive Level to Entry Level New Employee Orientation/Badging Process 11
12 Ways to Enhance the Customer Experience Listen to Voice of the Customer Customer Satisfaction Surveys Develop Supplemental Questions From the Survey To Gain Understanding Conduct Focus Groups to Gain Understanding and test new products/services 12
13 Ways to Enhance the Customer Experience Listen to the Voice of the Customer Develop a Customer Relationship Management System Identify trends positive and negative over specific periods of time Ability to query specific targeted areas Effective real-time reporting Ability to know your customers needs Effectively build relationships 13
14 Ways to Enhance the Customer Experience Surprise and Delight Determine Ways to WOW Your Customer Listen, Listen, Listen Service Recovery Don t Assume Simply Ask 14
15 Surprise and Delight 15
16 Elements for a Customer Centric Organization* *HENRY STEWART PUBLICATIONS AIRPORT MANAGEMENT VOL. 2, NO. 3, APRIL JUNE
17 17
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