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Benchmarking Commercial Excellence Dimitri Coll, Director Airport Service Quality ACI World
Benchmarking Commercial Excellence
Dimitri Coll, Director Airport Service QualityACI World
ASQ: A suite of customer experience solutions
ASQ Departure Survey
ASQ Arrivals Survey
ECE:Employee Survey for Customer
Experience …
ASQ Departures Survey
ASQ Arrivals Survey
Employee Survey forCustomer Experience
© 2018 ACI
NEW: ASQ Commercial survey
Otherpersonalizedsupportanalysis,presentationsandadvisoryservices
Customer experience
© 2018 ACI
“People willforgetwhatyousaid,peoplewillforgetwhatyoudid,butpeoplewillnever
forgethowyoumadethemfeel.”―MayaAngelou
Customer experience
Customerexperience:Theperception thatcustomershaveoftheirinteractionswithanorganization.
- Successtoaccomplishtheirgoal- Emotionorhowtheyfeelduringthe
interaction- Efforttoaccomplishtheirgoal- Constancyinthedeliverybythe
organization:- Customerjourneyconsistency- Emotionalconsistency- Communicationconsistency
- promisesmadevspromiseskept
Return on experience - ROE
Non-aeronauticalrevenue is mainly influenced by:
Sizeofretail zoneNumber ofpassengersCustomersatisfaction
Return on experience - ROE
• Impact of Number of passengers :• an increase of 1% in the number of passengers leads to a growth of
non-aeronautical revenues ranging from 0.7% to 1% - contributing a proportional growth;
• Impact of Size of Retail Area• an increase of 1% in the physical size of the floorspace of the
airport’s commercial area leads to a growth of non-aeronautical revenue of 0.2%;
• Impact of Customer satisfaction• an increase of 1% in the global passenger satisfaction mean, as
defined in the ASQ Survey, generates on average a growth of non-aeronautical revenue of 1.5%.
Comparing the ways airports can grow NAR
Global Passenger satisfaction drivers Where to invest to improve customer experience?
World– Marginalimpact
Humanfactor(Airportcommunity) 18.0%
Serviceenvironment/Atmospherefactor
42.5%
Discretionarytime:Retail&Foodandbeverage,
20.0%
Others(Accessibility&Securityprocess)– processingactivities
19.5%
Total 100%
* Marginal Impact Analysis based on ASQ Departures survey
HumanHuman
AtmosphereHuman
DiscretionaryTimeHuman
Emotions
Marginalimpact:-Notthemostimportantdimensionsbutdimensionswhicharegoingtoincreasethesatisfactionthemost.-DimensionswiththebestROI
Discretionarytime:Shoppingfacilities+Valuesformoney:8%Restaurant/eatingfacilities+Valueformoney:6%Other:6%
Passenger satisfaction drivers World vs Regions
World NorthAmerica
Europe Asia MiddleEst
LatinaAmerica&Caribbean
Africa
Humanfactor(Airportcommunity)
18.0% 18.8% 18.9% 15.4% 19.0% 14.8% 20.5%
Serviceenvironment/Atmospherefactor
42.5% 43.5% 43.7% 41.0% 39.6% 47.3% 37.9%
Discretionarytime:Retail&Foodandbeverage,
20.0% 17.9% 18.0% 21.8% 21.6% 20.9% 17%
Others(Accessibility&Securityprocess)
19.5% 19.8% 19.4% 21.8% 19.8% 16.90% 23.7%
Total 100% 100% 100% 100% 100% 100% 100%
* Marginal Impact Analysis
ACI ASQ Passenger personae
Source:ACI- ASQDepartures programme
Symmetry of attention: Employee engagement impacts customer sentiment
Employee engagement
High
Low
Employee traits
Involved
Engaged
Dedicated
Rude
Resistant
On autopilot
Customer Satisfaction Customer Expression
Low
Discretion
Kindness
Ambassador
Detractor
Criticism
Indifference
High
ASQ score
10
ECE score
Source:Symetry ofattention- Source:Adapted from CapClient(Lamobilisationauserviceduclient.Livreblancdel’indiceMC2.AndréCoupet- CapClient)
Employee Customer
