At CXN Live:Customer Feedback and Satisfaction, Dublin Airport’s head of insights and planning, Jan Richards, explained how customer experience improvements enabled the airport to go from welcoming 100,000 passengers every year to seeing the same amount of footfall on a daily basis.
Customer-centric culture
Richards, who is a member of the CX Network Advisory Board, admitted that until a few years ago transforming the customer experience was not the team’s main goal, but once they saw that customer demands have been steadily increasing over the past few years they knew their approach needed to change.
Dublin Airport began its customer experience journey by seeking to understand trends in customer behavior. To fully understand customers’ key concerns, it looked at insights from a host of sources including passenger tracking, customer satisfaction monitoring and food and beverage tracking.
These insights were applied cross-functionally and shared with a large amount of stakeholders to pinpoint the urgent customer concerns to address.
Dublin Airport took steps to put the customer at the heart of their experience, utilizing the voice of their employees to do so. By drawing on the insights of those who handle customers’ concerns and issues on a daily basis, it was able to implement solutions that genuinely addressed the most important concerns and monitor these solutions through employee feedback.
Six stage customer experience strategy
In her session, Richards highlighted the six questions used by the travel company to optimize the customer experience generated:
- What does value mean?
- Who are our customers?
- What is our business purpose?
- How to get people to listen?
- Who do we need to listen?
- How can we get them on board?
These six questions helped Dublin Airport identify actions to improve experiences and which projects to prioritize.
Watch the session below to find out how Dublin Airport planned, implemented and monitored its incredibly successful customer experience program which allowed them to achieve nine years of consecutive growth in passenger numbers.