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Customer Perspectives in Aviation – A Process Oriented View – Hamburg Aviation Conference 22-24. February 2012 Prof. Dr. Volker Gollnick Institute for Air Transportation Systems German Aerospace Center
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Introduction
Vortrag > Autor > Dokumentname > Datum
• Many activities in research and development have been focussed on technological functions, i.e. aerodynamics, aircraft, radars, airfield design, etc.
• Air transportation technologies have reached a very high level of maturity
• No real breakthrough since the seventies • Optimization and Quality are mainly
addressing partial areas of the entire transportation chain
• VISION2020 and FLIGHTPATH2050 are setting extreme and holistic challenges
• Air Transportation faces increasing social concerns
• Passengers are more demanding • Are passengers the only customer?
Passenger
Environment Climate Weather
Noise Athm. Disturbances
Society Lifestyle
Demography Gender
Urbanisation
Transportation Systems
Railway Road,
River, Sea
Manufacturer Technologies
Financ. Situation Capacity
Politics Stability
International Collaboration Regulation
Economy Energy Supply
Globale Development
Aircraft
Airline
Airport
ATM
Air Transportation System
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A Customer in the Air Transportation System – Who is it?
Vortrag > Autor > Dokumentname > Datum
Service Provider System Supplier Aircraft Manufacturer MRO Air Navigation Service Provider Air Navigation Service Provider Airport Ground Services Ground Services Airline Airport Retail Airport …
Customer Aircraft Manufacturer Airline Airline Airline Airport Airline Airport Airline Passenger Passenger Passenger Retail … • Many provider are customer as well • Each service provider is optimizing himself to fulfil specific customer
expectations in his area…
Role Change Customer – Service Provider Service Provider
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A customer perspective… the passenger
Vortrag > Autor > Dokumentname > Datum
A B A is customer of B
Pre-flight • Transport • Parking • Check-in • Security • Shopping • Lounges • Boarding
Post-flight • De-boarding • Baggage • Transfer
flights • Transport
In-flight: • Comfort • Catering • IFE
Pre-booking: • Connectivity • Travel times • Predictability
Airline
Passenger
Airport
ATM Policy maker
MRO provider
Manufacturer
Overall travel Expectation : • Connectivity • Travel times • Comfort • Predictability • Fluency
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A customer perspective… the airline
Vortrag > Autor > Dokumentname > Datum
• Sufficient capacity (slots, gates)
• Low fees • Low turnaround-times • Low transfer times
• Efficient aircraft (low SFC, low emissions, low MRO)
• Low acquisition costs • Available as required
• Sufficient capacity • No detours • Low fees
• Low costs • High reliability • High utilization) • High availability
Airline
Passenger
Airport
ATM Policy maker
MRO provider
Manufacturer
A B A is customer of B Overall travel Expectation : • Connectivity • Travel times • Comfort • Predictability • Fluency
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A customer perspective… the airport
Vortrag > Autor > Dokumentname > Datum
Airline
Passenger
Airport
ATM Policy maker
MRO provider
Manufacturer
Groundhandler
• Slot/gate compliance and information about delays
• Preparing PAX with basic informations by airlines
• Efficient work flows • Quality (safety, reliability)
• Quality (safety, reliability) • Short ROT/ taxi time
• Adequate legal restrictions (noise, CO2)
• Support for adequate airport devolopment
• Efficient landside connection
A B A is customer of B Overall travel Expectation : • Connectivity • Travel times • Comfort • Predictability • Fluency
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…but interactions between all stakeholders determine overall passenger satisfaction
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Aircraft design • Flight time • Noise level Cabin design • Individual space • Boarding time
Standards & procedures • On-time performance • Delay management
• Safety & security standards for aircraft, airlines, airports, ATM
• Check-in time • Baggage handling • Turn-around time • Cleanliness
Airline
Passenger
Airport
ATM Policy maker
MRO provider
Manufacturer
• Safety and Reliability • Availability
needs to consider all steps of the transportation chain Air travel quality and performance are common goals
Folie 9 Vortrag > Autor > Dokumentname > Datum
Air travel performance and quality requires a common approach
Overall passenger satisfaction influenced by several factors that are partly beyond airline control (e.g., boarding experience, baggage claim, space in overhead storage)
JD Power 2011 North America Airline Satisfaction Survey
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Air travel performance and quality requires a common approach
Vortrag > Autor > Dokumentname > Datum
Overall passenger satisfaction influenced by several factors that are partly beyond airport control (e.g., public transport, security screening, staff attitudes, baggage delivery times)
Skytrax Airline and Airport Ranking
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What passengers are looking at when selecting an airline
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IATA Corporate Air Travel Survey 2009
Passenger request for: Airline customer orientation Comfort Value for money
Safety!!!
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Time & Energy Efficiency of Overall Air Transportation
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0%
10%
20%
30%
40%
50%
60%
70%
80%
Kfz F-Bahn/Pkw Flz/Pkw F-Bahn/NV-Bahn Flz/NV-Bahn
Access Phase Share of Overall Travel TIme
RO-M-HH RO-M-K RO-M-FFM K-B DAH-M-HH DAH-M-K DAH-M-FFM SCHW-M-HH SCHW-M-K SCHW-M-FFM
Nearly 70% of overall travelling time is associated with airport access, stay and departure
Balancing speed and energy effort provides a better transportation chain
Gesamtstrecke RO - M - FFM
0,0
0,5
1,0
1,5
2,0
2,5
150 200 250 300 350Gesamtreisezeit [Min.]
mitt
lere
r sp
ez. P
rim
ären
ergi
ebed
arf e
p [-]
ICE 1ICE 2ICE 3MetrorapidA300-600A310-200A320-200Pkw (Otto)Pkw (Diesel)
Zeit orientiert
optimaler Bereich Energie orientiert
ungünstiger Bereich
Overall Distance Ro-M-FFM
Total Travel Time [Min.]
Ave
rag.
Spe
c. P
rime
Ene
rgy
Effo
rt [-]
Optimal area Min. Energy Orientied
Min. Time Oriented
Ineffecient Area
These losses in time are compensated by higher energy and emission effort of air transport
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Technologies to improve Fluency
Vortrag > Autor > Dokumentname > Datum
SITA Airline IT trends 2008 Time is value, more than only money
Measures for quality: • Total trip time = t(fixed) + t(flight) +t (displacement) • Fluency = no delay or remarkable distortion
Total Airport Management (TAM)
© EUROCONTROL / DLR
Passenger Services and Flow Total Airport Management
Communication and Software Technologies
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Future Perspectives
Vortrag > Autor > Dokumentname > Datum
Low quantitative growth should be supplemented by qualitative growth
Qualitative growth requires better overall performance and quality to add value
Each part of air transport reaches higher quality if the entire chain
improves
-6,0%-4,0%-2,0%0,0%2,0%4,0%6,0%8,0%
10,0%12,0%14,0%
rel.
Cha
nge.
in [%
]
Year
Rel. GDP Change in Germany 1951 - 2011
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What leads to quality and satisfaction in Aviation? • Fluent, comfortable travel from door to door without delay • Robustness and predictability, which includes recovery of small
disturbances • Balance of time, cost, emissions, effort What is needed a) Change in mindset to take quality and performance as global and
common goals b) Toined target setting and measurement by industry (not by government) c) Mutual support, rather than separation d) Not responsibility should drive action but the best solution/provider e) Technologies, which provide predictive information exchange and
common situation awareness f) Scientific research on understanding of complex systems
interdependences not only disciplinary, physical research
Vortrag > Autor > Dokumentname > Datum
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High Quality Air Transportation is Process Orientation and Teamwork rather than Stakeholder
orientation
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Pre-travel Pre-flight In-flight Post-flight Post-flight
Overall travel Expectation : • Connectivity • Travel times/Utilization • Comfort/Safety • Predictability/Reliability • Fluency
Transport Transport Check-in & security
Seat comfort Catering IFE
Baggage claim
A/C service
Flight
Guidance Navigation Control
A/C MRO
Passenger
Airline A/C handling