ACI World Insights
By Valerie St. James, Senior Manager, Market Research, ASQ, ACI World, and Sevda Fevzi, Manager, ASQ Strategic Marketing, ACI World
Are departing passengers more satisfied with an airport’s services than arriving passengers? Or vice versa? Are there any specific groups of passengers particularly influenced or less satisfied with the arrivals service at an airport?
The departure experience at an airport can mark the beginning of a trip for a passenger, whilst for others, it is the beginning of the return trip. The same logic can be applied to passengers arriving at an airport where they have either reached their destination or have returned back home. In both cases, the passenger experiences two starts and two ends to the journey through an airport, which can have an impact on the onward journey or form a lasting memory of an airport.
For an airport to get the most out of an investment to improve passenger experience, we must start by understanding the overall passenger journey. At arrivals, airports are constrained by the fact that the main objective of the passengers is to leave the airport as soon as possible. Is it even worth exploring this process? Absolutely, and even more!
An airport passenger can experience different emotions during arrivals, compared to departures, and has distinctive priorities and a different state of mind. How do airports enhance customer experience satisfaction levels for this audience?
The arrivals process is part of the entire passenger journey. There can be more or less steps to be reached depending on the context – is the passenger arriving internationally or domestically? Do they have checked luggage or carry-on only? One thing all these different types of passengers have in common is that they are anxious to complete the process. It may be that someone is waiting for them, they are on their way to a meeting or they are just tired from their trip. This feeling of being rushed puts the passenger in a certain mood with a specific set of expectations. It is even more important to explore the key dimensions that contribute in creating a positive experience for passengers.
To pinpoint those key dimensions and ensure that every passenger journey touchpoint is considered is to put yourself in your passengers’ shoes. Throughout the journey, they are discovering the airport, they experience the service and the facilities and they interact with the staff. What information do they need? What emotions are they experiencing? What messages are they receiving from the environment they are exposed to? All of these variables will have an impact on their overall appreciation of the process.
When surveying the passengers at arrivals, emotions and perceptual evaluation of services must be taken into account:
Once the range of emotions and perceptions has been identified, measuring the level of satisfaction for each of those elements provides airports with the full picture of customer experience sentiments. It will also offer the level of details necessary to support prioritization of improvement initiatives and potentially add additional resources where necessary. Repeating measurement of customer experience satisfaction over time is an effective way to understand the return on investments (ROI) of your initiatives.
However, surveying passengers at arrivals brings its own set of challenges. Even though it would be tempting to reach out to the passengers once they are back home and more open to take the time to share their experience, real time surveys have much more value. The experience is still fresh in their minds and their moods have not been impacted by any event that may have happened after leaving the airport. Also, passengers should be intercepted close to the end of their journey to allow measurement of the entire process, but their level of promptness to participate will be reduced. To counter this, ACI’s Airport Service Quality (ASQ) has devised an App-driven survey on tablet devices, where the passenger is interviewed by a fieldwork agent to help accelerate the time it takes for the passenger to complete the survey.
While the arriving passengers may seem to have limited opportunities to contribute to an airport’s non-aeronautical revenues, improving the passenger experience can bring an airport to the next level. Will a positive, simple and quick process have an impact on the passenger’s mood? Will it provide more time to stay in the retail area? Understanding your arriving passengers and their expectations will not only improve their perception of your airport but will pave the way to explore new sources of revenue. Through the ASQ Arrivals Survey, an airport will also understand further how the passenger intends to travel when leaving the airport, as well as capturing an in-depth passenger profile and demographic information.
To be the best in customer experience, ACI recommends airport members to be the best in both ways for their passengers, in departures and arrivals, and invites ACI member airports to implement the ASQ Departures and ASQ Arrivals Survey programmes.
资讯网周公解梦梦见买衣服福州外贸网站设计好听的江湖昵称2018算命运势六迹之梦域空城姚杨起名苏州网站排名优化牛杂店起名大全网站做网站优化奸臣夫人的悠闲日子给牡丹花起名黑茶店起名叫什么名字1952年八字算命周易万年历手机版手机群控找人做个网站建设制作报价方案男孩取起名周公解梦梦见狗把脚咬了排名营销推广软件在哪可以学网站建设网上在线起名字靠谱吗黄琉璃读后感在线头像制作网站商丘古迹腾讯微博登录淘宝图片制作网站简述如何优化网站jiligame简短励志的个性签名优化网站哪家好少年生前被连续抽血16次?多部门介入两大学生合买彩票中奖一人不认账让美丽中国“从细节出发”淀粉肠小王子日销售额涨超10倍高中生被打伤下体休学 邯郸通报单亲妈妈陷入热恋 14岁儿子报警何赛飞追着代拍打雅江山火三名扑火人员牺牲系谣言张家界的山上“长”满了韩国人？男孩8年未见母亲被告知被遗忘中国拥有亿元资产的家庭达13.3万户19岁小伙救下5人后溺亡 多方发声315晚会后胖东来又人满为患了张立群任西安交通大学校长“重生之我在北大当嫡校长”男子被猫抓伤后确诊“猫抓病”测试车高速逃费 小米：已补缴周杰伦一审败诉网易网友洛杉矶偶遇贾玲今日春分倪萍分享减重40斤方法七年后宇文玥被薅头发捞上岸许家印被限制高消费萧美琴窜访捷克 外交部回应联合利华开始重组专访95后高颜值猪保姆胖东来员工每周单休无小长假男子被流浪猫绊倒 投喂者赔24万小米汽车超级工厂正式揭幕黑马情侣提车了西双版纳热带植物园回应蜉蝣大爆发当地回应沈阳致3死车祸车主疑毒驾恒大被罚41.75亿到底怎么缴妈妈回应孩子在校撞护栏坠楼外国人感慨凌晨的中国很安全杨倩无缘巴黎奥运校方回应护栏损坏小学生课间坠楼房客欠租失踪 房东直发愁专家建议不必谈骨泥色变王树国卸任西安交大校长 师生送别手机成瘾是影响睡眠质量重要因素国产伟哥去年销售近13亿阿根廷将发行1万与2万面值的纸币兔狲“狲大娘”因病死亡遭遇山火的松茸之乡“开封王婆”爆火：促成四五十对奥巴马现身唐宁街 黑色着装引猜测考生莫言也上北大硕士复试名单了德国打算提及普京时仅用姓名天水麻辣烫把捣辣椒大爷累坏了
