Airport Experience Iqpc0910

August 25 – 26, 2010: IQPC Maximising Non-Aeronautical

Revenue Through Airport Services

Airport Amenities:Deciding what services to offer your

customer Steve WarehamDirector of MSP Operations

Airport Amenities:

deciding what services to offer your customer





Air Travel in “the old days”





Air Travel “Matures”





Midway in Chicago: World’s Busiest Airport mid-1950s





Travel from Chicago to Buffalo





Prestigious Member of a Unique American Airlines Customer Club





Airports Build and Grow





Airport Amenities





Air Travel Today





Thanks goodness the pilots know what they are doing!





The Air Travel Experience

Hassle factorSecurity lines and proceduresWeather delaysOther delaysAirplane comfortBottom line focus Question: Is air travel an enjoyable

experience?





Thoughts While Traveling





Airports Around the World





World-Class Airports: Lessons Learned

Kuala Lumpur, Malaysia: KLIA

Charles de Gaulle, Paris: CDG

Incheon, Korea: ICN

Schiphol, Amsterdam: AMS





Customer Perspective?

“the product is no longer king; it’s the experience that surrounds the product that brings people in the door.”

“The Gospel According to Starbucks: Living Life with a Grande Passion”

Leonard Sweet





World-Class Airport: Kuala Lumpur





World-Class Airport: Kuala Lumpur

29.7 million PAX in 2009Natural rainforestMovie & news loungesNo Customs formsSpecialized customer service trainingFree Wi-FiShowers and massageCompetition: SIN, HKG, BKK





World-Class Airport: Charles de Gaulle





World-Class Airport: Charles de Gaulle

57.8 million PAX in 2009Long-haul connecting traffic is the most dynamicThis traffic will eventually consolidate in a few key EU hubsCDG now poised with both airfield and gate capacityServices sold around the worldDesire to be the airport of customer choice2008 CDG “Year of Quality Service Initiatives”

New terminal seating, baggage carts and Wi-Fi serviceNew staffed info centers, new & improved terminal signage, children’s play areasSecurity checkpoint upgrades, higher staff / PAX ratiosAirport “taking charge” of persons with disabilitiesPremium parking product

Competition: LHR, AMS, FRA, MAD





World-Class Airport: Incheon





World-Class Airport: Incheon

30.0 million PAX in 2009Goal: Become a top 5 global airport hubFree storage lockersArt and music in terminalsMovie & news loungesCultural exhibitionsTransit tours“Sky Golf” toursCompetition: NRT, PEK, HKG, KIX, PVG





World-Class Airport: Schiphol





World-Class Airport: Schiphol

43.5 million PAX in 2009100,000 customer surveys a year“Walk Behind the Customer” programAnalyze traveler data and traffic patternsComfortable atmosphereKey hiring Registered Traveler Program “Privium”“Airport City” concept developed in 1990sDesire to be the bestCompetition: LHR, CDG, FRA, MAD





Airport Back Home: MSP





World-Class Airport: MSP





World-Class Airport: MSP

32.1 million PAX in 2009Award-winning concessions programExcellent volunteer assistance programTrams, moving walks, passenger cartsChildren’s play areas, family roomsArt and live musicAccessibility focusCompetition: DTW, ORD, (ATL, JFK, SLT, CVG, LGA?)





Airport Issues: What’s in Our Control?

Provide facilities

Look at competition

Focus on the customer’s perspective

Create the vision

Set goals

Provide “an experience” for customers

Become the Airport of Customer Choice





What About the Revenues?

“For us, our most important stakeholder is not our stockholders, it is our customers. We’re in business to serve the needs and desires of our core customer base.”

John Mackey: Whole Foods Market





What About the Revenues?

“Companies that have a definition for customer experience and use it in daily decision making are more likely to exceed profit and revenue goals that those that don’t.”

Linda Ireland, Aveus Partner: A global strategy and operations change consultancy located in St. Paul, Minnesota





Customer Service Research Shows

Researcher / Study Summary Results

Claes Fornell, Univ. of Michigan: A company’s stock price has a direct“American Customer Satisfaction Index” (ACSI) correlation to customer satisfaction!

Accenture: “How Much are Customer Relation Management A typical $1billion business could add $65Capabilties Really Worth? What Every CEO Should Know!” million in return on sales by enhancing

customer facing capabilities by 10%.

Frederick Reichheld, Bain and Company A 5% increase in customer retention yields“Loyalty Rules” a 75% increase in customer net value.

Walker Information Companies that have top consumer loyalty“Loyalty Report: Online Retail” ratings have a 682% higher 3-year average

annual revenue compared to like companies scoring low in loyalty.

Don Petters and Martha Rogers, Ph.D. The only value a company has is the value1 to 1 Media “Return on Customer” that comes from customers: the ones they

have now and the ones in the future.





Thank You!

WWW.MSPAIRPORT.COM

Airport Experience Iqpc0910

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