Airports' Customer Service Performance Measurement Strategies

Airports are increasingly measuring and tracking customer service performance using a range of methods. This includes quantitative and qualitative data, with surveys, audits, and benchmarking used to assess customer satisfaction. The strategic importance of customer service is clear: happy passengers tend to increase their spending. Airports are therefore keen to understand their strengths and weaknesses, identify areas for improvement, and track progress. This data is also used to rank and compare airports, with performance metrics providing a means to monitor, manage, and influence service providers such as those handling baggage or security. With many functions handled by third parties, these performance measures are critical management tools.

Surveys and audits

One example of a survey is the annual PANYNJ survey, which has been conducted for more than 10 years and focuses on passenger experience. The results of this survey, along with audits and benchmarking, are posted on a website maintained by the Port Authority as part of their Airport Customer Care Performance Measurement and Research Program. This database provides valuable insights into the customer experience and is accessible to PANYNJ's business partners.

Another example is the Metropolitan Airports Commission (MSP), which undertakes a semi-annual benchmarking tour. During these tours, MSP staff visit other airports that offer innovative or competitive services and facilities. These visits provide visual comparisons and stimulate ideas about how to improve airport operations, customer service, signage, concessions, and facilities.

Most airports also perform quality assurance (QA) audits of their facilities, employees, and third-party contractors such as concessionaires, rental car companies, and parking operators. These audits are conducted on a scheduled basis, as spot inspections, or through mystery shoppers. The PANYNJ, for instance, has an extensive QA audit program documented in its Customer Care Airport Standards Manual (ASM).

Through these surveys and audits, airports can gain a deeper understanding of their customers' expectations and make data-driven decisions to enhance their overall experience. This, in turn, can lead to increased customer loyalty and satisfaction.

Benchmarking

Airports conduct benchmarking exercises to evaluate their customer service performance and identify areas requiring attention. This involves collecting and analyzing data from various sources, including surveys, audits, and industry research. By establishing customer service benchmarks, airports can identify strengths and weaknesses, track progress, and make informed decisions to enhance their services.

For instance, the Metropolitan Airport Commission (MAC) undertakes semi-annual benchmarking tours, visiting other airports to observe their operations and facilities. These tours offer visual comparisons and inspire ideas for immediate improvements, helping MAC elevate their customer service from good to great.

Additionally, airports like Tucson International carefully target their customer service efforts due to limited resources. They may sponsor business traveler surveys to understand specific user groups and create conversations about improving air services.

Quality assurance (QA) audits are another essential tool for benchmarking. Airports conduct QA audits of their facilities, employees, and third-party contractors to measure and track performance. These audits can be scheduled, conducted as spot inspections, or through mystery shoppers, ensuring comprehensive performance evaluation.

Through benchmarking, airports can identify customer service gaps, implement effective solutions, and ultimately enhance the overall airport experience, fostering customer loyalty and positive word-of-mouth.

Customer satisfaction

One way to do this is through surveys. For example, PANYNJ airports conduct an annual survey over two weeks in May, gathering data from passengers about their airport experience. This allows them to build a comprehensive picture of their customers and target their efforts effectively. Tucson International Airport, a small-hub airport, conducted a 500-response business traveller survey to understand business usage and create a conversation about air service among airlines.

Another method is through quality assurance (QA) audits. Most airports conduct QA audits of their facilities, employees, and third-party contractors, such as concessionaires, rental car companies, and parking operators. These audits can be scheduled, conducted as spot inspections, or through mystery shoppers. PANYNJ, for instance, has an extensive QA audit program outlined in its Customer Care Airport Standards Manual (ASM).

Site visits to other airports that offer innovative or competitive services and facilities can also provide valuable insights. For instance, staff from the Metropolitan Airport Commission (MSP) conducted site visits to several airports in 2010, including Boston, JFK, Halifax, Detroit, Portland, San Francisco, and Dallas. These visits can provide visual comparisons and stimulate ideas for immediate improvements in various areas, such as airport operations, customer service, signage, and concessions.

By utilising these measurement tools, airports can identify areas for improvement, track progress, and enhance the overall customer experience, leading to increased customer satisfaction and loyalty.

Safety and quality

Quality assurance (QA) audits are a standard tool used by airports to evaluate their facilities, employees, and third-party contractors. These audits are conducted on a scheduled basis, as spot inspections, or through mystery shoppers. For example, PANYNJ has an extensive QA audit program outlined in its Customer Care Airport Standards Manual (ASM). These audits help airports identify areas requiring improvement and ensure that safety standards are met.

Airports also conduct surveys to gather feedback from passengers and other stakeholders. For instance, PANYNJ has conducted an annual passenger survey for over ten years, accumulating valuable data about its passengers' experiences. This long-term commitment to understanding customers' perspectives helps airports make informed decisions about safety and quality improvements.

Additionally, some airports, like the Metropolitan Airport Commission (MSP), undertake benchmarking tours to visit and learn from other airports offering innovative or competitive services. These tours provide visual comparisons and stimulate ideas for immediate operational improvements, including customer service, signage, and concessions, all of which impact overall safety and quality.

By combining QA audits, customer surveys, and benchmarking with other airports, airport management can identify weaknesses, track progress, and make data-driven decisions to enhance safety and quality standards. These measures are essential for maintaining customer satisfaction and loyalty, as they demonstrate a commitment to providing a secure and positive airport experience.

Performance metrics

One common method for measuring customer service performance is through surveys. For example, PANYNJ airports conduct annual surveys for two weeks in May, collecting valuable data about their passengers and their airport experience. These surveys can be targeted, such as the 500-response business traveller survey conducted by the Tucson Airport Authority in 2012, which aimed to understand business usage of the airport. Surveys provide a detailed glimpse into passenger experiences and can be a starting point for conversations with airlines about improving air service.

Quality assurance (QA) audits are another tool used by airports to measure and track the performance of their facilities, employees, and third-party contractors. These audits are conducted on a scheduled basis or as spot inspections and can even involve mystery shoppers. The PANYNJ, for instance, has an extensive QA audit program outlined in its Customer Care Airport Standards Manual (ASM).

Additionally, some airports take a more direct approach by conducting benchmarking visits to other airports. For instance, the Metropolitan Airport Commission (MSP) staff undertakes semi-annual benchmarking tours to visit airports with innovative or competitive services and facilities. These visits provide visual comparisons and stimulate ideas for immediate improvements in airport operations, customer service, signage, concessions, and facilities.

By utilising these performance metrics and measurement methods, airports can identify areas of improvement, track progress, and enhance their overall customer service, leading to increased customer satisfaction and loyalty.

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