Ever wondered how your airport measures up to other global and regional airports when it comes to customer experience?
HappyOrNot kiosks have collected over 1.5 billion feedbacks globally with over 200,000,000 in airport environments. Using these insights anonymously HappyOrNot creates Industry benchmarks that our customers can evaluate in real time against their results.
Understanding how you compare, enables you as an organisation to set goals and actions to drive performance of your teams. HappyOrNot identifies the times and days and areas that you need to focus on, using simple understandable dashboards.
The image below is of the the overall industry average benchmark for Airport Operations satisfaction levels, based on the HappyOrNot Index. You can see that there is huge opportunity for the average performing airport to increase satisfaction and revenue by prioritising the measurement of Customer Experience.
Why is Customer feedback critical to you as an organisation?
Flying can be stressful and the goal of your Airport is to make it as stressless and seamless as possible. On average travellers spend around 133 minutes at an airport from time they arrive to the time the doors on the plane shut, that’s a lot of time to utilise the services that you provide (Financial Times). But, while you work to make passengers feel confident and relaxed, even at the best airports, peak times, delays, extended queue times can not be avoided. And talking from my own experience, if we have had a bad experience then we try very hard in the future to bypass that particular airport if possible. Thus in terms of repeat travelers and the revenue that they provide, these questions are critical to answer:
- How many travellers feel frustrated at the airport? and
- Where and what led to this disappointment?
Where should you focus your attention?
When we think about airport operations there are a number of service points where measuring passenger experience is key to the overall experience at the airport. These would be:
- Parking
- Check In
- Security
- Retail
- Bathroom Facilities
- Seating areas
- Play areas
- Immigration
- Baggage Claim
Measuring feedback across these areas in real time enables you to closely track experience at any point in the day and to rectify any issues in real time to ensure you are delivering the best experience you can.
How do you measure in real time, without impacting on the Travellers experience?
Capturing feedback across the above touchpoints is critical, we know that, but how do we make it easy for travellers to provide feedback? You don’t what to impede the journey experience or make the process to difficult that no one does it and on top of that in most cases as the airport operator you don’t have the contact details of the travellers to capture feedback after the fact.
This is why so many airports worldwide choose HappyOrNot to be that tool to collect feedback across the touchpoints. HappyOrNot provides kiosks and digital solutions that enable travellers to provide feedback quickly and effortlessly, to the right level of detail dependent on the experience you are measuring. For example, in time poor areas like security or immigration the Smiley Terminal provides the quickest and easiest way to collect feedback as travellers pass by at speed to get to the retail spaces or to the arrivals hall to see their relatives. Where in other less time critical areas the Smiley Touch allows you to drill into the why behind the press of the smiley face so that you can identify the reason for happiness or not at the experience. Both kiosks, can then provide feedback responses in real time, allowing you to set “Real-Time Notifications” if you get a high degree of red presses in a given time period.
You can see a quick example below of the Smiley Terminal on a wall in bathrooms or on kiosk in security or the Smiley Touch for other areas of engagement.
If you have Satisfied travellers what does that mean to you?
Well according to Airport World, they are more likely to spend 10% more time at the airport, shop 2x more, spend 7% more in retail and 20% more on duty free.
Why you might ask? Well if the experience is stressless and efficient then they have more time to wonder the airport and utilise the services.
Measuring passenger satisfaction across all key touchpoints allows you to compare different areas and understand how passengers feel during the entire airport experience. When you can see all the data in one central place, it’ll be easy to connect the dots and discover where improvements are needed. By making it effortless and intuitive for passengers to provide feedback, participation rates will skyrocket. The higher volumes of feedback you collect, the more reliable the data.
Analysing your feedback against common touchpoints during an airport experience
With HappyOrNot, you can also monitor how you compare with similar organisations across multiple touchpoints as discussed earlier. The below image is an example of industry averages across 5 common touchpoints that we see HappyOrNot being utilised.
What are the next steps?
If you like what you have seen and would like a call to discuss in more detail then please take the time to book a meeting with us. Choose a time that works for you via the link below:
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