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Global Airport Leaders’ Forum 2014

Global Airport Leaders’ Forum 2014. Dr Andreas Wittmer Managing Direcor. Seemless Customer Experience – Customer Value – Airport Success. Content of the presentation. Seemless customer experience at an airport Security and passport control as critical examples Conclusions.

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Global Airport Leaders’ Forum 2014

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  1. Global Airport Leaders’ Forum 2014 Dr Andreas Wittmer Managing Direcor Seemless Customer Experience – Customer Value – Airport Success

  2. Content of the presentation • Seemless customer experience at an airport • Security and passport control as critical examples • Conclusions

  3. Whereisseemlesscustomerexperiencecreated? • Traffic node (hub) • Efficientand save operations • Manydirectconnections • Demand andquality • Commercial supply • fortravelersandemployees • necessaryforfurtherinvestmentsandexpansionofinfrastructure • Destination • Services location • forcompanies due toaccessibilityandproximitytotheairport

  4. …along the passenger service chain At the airport • Stay at the • Airport: • Pass control • Security • Etc. Customer acquisition Services before flight Check-in In-flight service Reservation After flight service Source: adapted from Pompl 2001

  5. Whatisseemlesscustomerexperience at airports?

  6. Tobe passenger oriented… On andOffine Travel Agency Gastronomy Retailer Passenger Airport Search and Booking Engines Customs Airline check inServicesProviders MRO Federal-Police OEM Ground-HandlingProvider Air Traffic Control

  7. ...and to create value to the passenger…

  8. …andbythiscreatevaluetotheairport. Registration of customer behaviour customer oriented measures and offers Customer behaviour Value for the customer (customer value) Purchases Appreciation/Image Loyality Customer equity Company value

  9. Main players interacting with the passenger Airport Airline = shows where customer value is taken for granted Air Passenger Ground handling, Passenger handling (e.g. check-in, security) Authorities (e.g. passport control, customs, security) = main challenges show where customer value can be created

  10. Risk makes customers accept poor service quality, but nevertheless there is need for improvement satisfaction/ perceived benefit from expectations quality alternatives satisfaction/ (Bieger 2000) perceived Service management benefit ( disconfirmation ) performance customervalue: relative to perceived benefit Risk perceived customer benefit (customer value) perceived immaterial costs perceived costs relative perceived perceived costs materialcosts perceived costs of alternatives Source: Bieger 2000

  11. Security as a criticalstep in the passenger servicechain: Supply sideperspectiveofsecurity check The standards stated in ICAO Annex 17, have to be implemented by every country, which is a member of the International Civil Aviation Organisation (ICAO)

  12. Supplysideperspectiveofsecurity check The infrastructure of an airport is the first and the last point of tourists contact within their holiday destination

  13. A non-place is a setting without a history and without an individual identity and can further be defined as a setting where people are part of a mass of isolated individuals who engage in endeavors with little regard for others. In a non-place people do not form ties and they interact preferably with anonymous technological agents, not with individuals. Demand sideperspectiveofsecurity check

  14. Individual travelers are turned into passive bodies by disconnecting the traveler as an individual from his body as an object of inspection Demand sideperspectiveofsecurity check

  15. Issecurity check handled in a passenger friendlyway? Isthis a seemlesscustomerexperience?

  16. Perception of passport control at home and destination airport Higher satisfaction with passport control at home airport compared to destination airport Source: Study 2

  17. Future challenges of the industry with an impact on passengers • Economy • Economic development • Increasing fuel prices • EU ETS • Regulation • Dependences on supply networks • Changing society • Ageing society: more health problems at airports and during flights • Less people – less passengers • Young Facebook society • Environmental impact • Noise • Emissions • New Technologies • Mobile applications • Psychological barriers towards self service check-in, baggage delivery, etc.

  18. Conclusion • Customer value makes a difference when choosing an airline or an airport. • Harmonization and holistic view of services at airports increases customer value • Training of front employees increases friendliness and customer value • Security creates no seemless experience but not necessarily negative customer value due to risk reduction. • Customs and passport control could be a seemless experience if friendly control officers welcomed guests. • Higher satisfaction with passport control at home airport compared to destination airport.

  19. Manythanksforyourattention! Questions? University of St. Gallen Center forAviation Competence Dr. Andreas Wittmer Dufourstrasse40a 9000 St. Gallen Phone: 071 224 25 25 email: andreas.wittmer@unisg.ch

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