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Making every journey better at Heathro Events/WAGA2011... · Nick Adderley, Marketing & Insight...

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Nick Adderley, Marketing & Insight Director Making every journey better at Heathrow
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Page 1: Making every journey better at Heathro Events/WAGA2011... · Nick Adderley, Marketing & Insight Director Making every journey better at Heathrow . What’s important – passenger

Nick Adderley, Marketing & Insight Director

Making every journey better at Heathrow

Page 2: Making every journey better at Heathro Events/WAGA2011... · Nick Adderley, Marketing & Insight Director Making every journey better at Heathrow . What’s important – passenger

What’s important – passenger focus

Page 3: Making every journey better at Heathro Events/WAGA2011... · Nick Adderley, Marketing & Insight Director Making every journey better at Heathrow . What’s important – passenger

What’s not – internal focus

Page 4: Making every journey better at Heathro Events/WAGA2011... · Nick Adderley, Marketing & Insight Director Making every journey better at Heathrow . What’s important – passenger

So what have we done?

Page 5: Making every journey better at Heathro Events/WAGA2011... · Nick Adderley, Marketing & Insight Director Making every journey better at Heathrow . What’s important – passenger

We developed Heathrow as a brand

Behave

TalkLook

Page 6: Making every journey better at Heathro Events/WAGA2011... · Nick Adderley, Marketing & Insight Director Making every journey better at Heathrow . What’s important – passenger

We started telling the Heathrow brand story

Page 7: Making every journey better at Heathro Events/WAGA2011... · Nick Adderley, Marketing & Insight Director Making every journey better at Heathrow . What’s important – passenger

We supported our retail business

Page 8: Making every journey better at Heathro Events/WAGA2011... · Nick Adderley, Marketing & Insight Director Making every journey better at Heathrow . What’s important – passenger

We created the Heathrow Journey Team

• Team of 70 Journey Ambassadors• 40+ languages• Focus on service & sales

Page 9: Making every journey better at Heathro Events/WAGA2011... · Nick Adderley, Marketing & Insight Director Making every journey better at Heathrow . What’s important – passenger

We launched the Heathrow Airport App

• Available on iPhone, Blackberry, and Android 500,000 downloads

• Provides our passengers with:• Flight information• To/From the airport travel planner• City guides• 5 day weather forecasts• Terminal maps• Long stay car parking booking facility

Page 10: Making every journey better at Heathro Events/WAGA2011... · Nick Adderley, Marketing & Insight Director Making every journey better at Heathrow . What’s important – passenger

3.22

3.663.51

3.623.74

3.533.63 3.63 3.65 3.69

3.00

3.20

3.40

3.60

3.80

4.00

Y2007 Y2008 Y2009 Y2010 Y2011

ASQ Overall Satisfaction Trend 'Waiting Time at Security'

HEATHROW EU AVERAGE

We changed the security experience – with more to come

Page 11: Making every journey better at Heathro Events/WAGA2011... · Nick Adderley, Marketing & Insight Director Making every journey better at Heathrow . What’s important – passenger

We’ve made lots of small changes

Improving the connection experience for Aer Lingus passengers by using coaching

Page 12: Making every journey better at Heathro Events/WAGA2011... · Nick Adderley, Marketing & Insight Director Making every journey better at Heathrow . What’s important – passenger

We added extra passenger services around the terminals

12

• Assisting passenger wayfinding• Family security• Play areas• Events

Page 13: Making every journey better at Heathro Events/WAGA2011... · Nick Adderley, Marketing & Insight Director Making every journey better at Heathrow . What’s important – passenger

Overall Satisfaction ASQ Trend Q2 2006 – Q2 2011

Source: Heathrow Marketing & Insight Team / ASQ

Page 14: Making every journey better at Heathro Events/WAGA2011... · Nick Adderley, Marketing & Insight Director Making every journey better at Heathrow . What’s important – passenger

Source: Heathrow Marketing & Insight Team / ASQ

Overall Satisfaction ASQ Trend Q2 2006 – Q2 2011

Page 15: Making every journey better at Heathro Events/WAGA2011... · Nick Adderley, Marketing & Insight Director Making every journey better at Heathrow . What’s important – passenger

Source: Heathrow Marketing & Insight Team / ASQ

Overall Satisfaction ASQ Trend Q2 2006 – Q2 2011

Page 16: Making every journey better at Heathro Events/WAGA2011... · Nick Adderley, Marketing & Insight Director Making every journey better at Heathrow . What’s important – passenger

Source: Heathrow Marketing & Insight Team / ASQ

Overall Satisfaction ASQ Trend Q2 2006 – Q2 2011

Page 17: Making every journey better at Heathro Events/WAGA2011... · Nick Adderley, Marketing & Insight Director Making every journey better at Heathrow . What’s important – passenger

London 2012 Games – our biggest challenge yet!

Page 18: Making every journey better at Heathro Events/WAGA2011... · Nick Adderley, Marketing & Insight Director Making every journey better at Heathrow . What’s important – passenger

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