Airport Parking Development Journey FINAL
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Transcript of Airport Parking Development Journey FINAL
The Airport Parking Development Journey
Shane de WitPartner and Senior ConsultantParking & Traffic Consultants
Wednesday 26 November 2014
Facility
ManagedFocused
Optimise &Innovate
— Facility• Lack of reporting or monitoring
of performance • No one is accountable for performance• Low understanding of customer needs• Basic capital plan• No price plan• Basic product strategy
Facility
ManagedFocused
Optimise &Innovate
— Facility• Lack of reporting or monitoring
of performance • No one is accountable for performance• Low understanding of customer needs• Basic capital plan• No price plan• Basic product strategy
Facility
ManagedFocused
Optimise &Innovate
— Facility• Lack of reporting or monitoring
of performance • No one is accountable for performance• Low understanding of customer needs• Basic capital plan• No price plan• Basic product strategy
Facility
ManagedFocused
Optimise &Innovate
— Facility• Lack of reporting or monitoring
of performance • No one is accountable for performance• Low understanding of customer needs• Basic capital plan• No price plan• Basic product strategy
Facility
ManagedFocused
Optimise &Innovate
— Facility• Lack of reporting or monitoring
of performance • No one is accountable for performance• Low understanding of customer needs• Basic capital plan• No price plan• Basic product strategy
Facility
ManagedFocused
Optimise &Innovate
— Facility• Lack of reporting or monitoring
of performance • No one is accountable for performance• Low understanding of customer needs• Basic capital plan• No price plan• Basic Product strategy
Doha New Hamad Airport. One parking product
FacilityManaged
Focused Optimise &Innovate
— Managed• Regular reporting and monitoring• Business processes in place • Service standards developed• Understand the key business drivers,
SOP's/KPI's in place• Professionally managed• Someone is accountable
FacilityManaged
Focused Optimise &Innovate
— Managed• Regular reporting and monitoring• Business processes in place • Service standards developed• Understand the key business drivers,
SOP's/KPI's in place• Professionally managed• Someone is accountable
FacilityManaged
Focused Optimise &Innovate
— Managed• Regular reporting and monitoring• Business processes in place • Service standards developed• Understand the key business drivers,
SOP's/KPI's in place• Professionally managed• Someone is accountable
Source: www.sydneyairport.com.au/contact-us.aspx
FacilityManaged
Focused Optimise &Innovate
— Managed• Regular reporting and
monitoring• Business processes in place • Service standards developed• Understand the key business
drivers,SOP's/KPI's in place
• Professionally managed• Someone is accountable
FinancialRevenue – PSR/IPPNumber of transactionsATVRevenue/bay/dayCost per transactionROI
ServiceDisrupted customers/1,00095%/10 minutes ASQ Scores
OperationsSystem events by each ACENegative system events/1,000 transactions
FacilityManaged
Focused Optimise &Innovate
— Managed• Regular reporting and monitoring• Business processes in place • Service standards developed• Understand the key business drivers,
SOP's/KPI's in place• Professionally managed• Someone is accountable
Courtesy Adelaide Airport
FacilityManaged
Focused Optimise &Innovate
— Managed• Regular reporting and monitoring• Business processes in place • Service standards developed• SOP's/KPI's in place• Understand the key business drivers• Professionally managed• Someone is accountable
FacilityManaged
Focused Optimise &Innovate
— Focused• Customer segments identified and
assessed for attractiveness• Customer needs understood• Products developed for segments• Communication plan in place• The impact of product and • price initiatives are well
understood• Price strategy
Length of tripDegr
ee of anxie
ty
Business or
Leisure
What % of total travel time is
parking?Price vs.
substitutes
How sure am I that I will reach my
flight?
Who is paying the bill?
FacilityManaged
Focused Optimise &Innovate
— Focused• Customer segments identified
and• assessed for attractiveness• Customer needs understood• Products developed for
segments• Communication plan in place• The impact of product and • price initiatives are
well understood• Price strategy
ConvenienceWhere is parking located? How long will it take me to get to the plane? How many processes are there?ControlAm I in control of the journey to the plane? What could go wrong?PriceWhat is it going to cost? What’s the price relative to factors like competition, convenience and control?Who’s paying?OtherBased on size of group, age, demographics, socio-economic
FacilityManaged
Focused Optimise &Innovate
— Focused• Customer segments identified
andassessed for attractiveness
• Customer needs understood• Products developed for
segments• Communication plan in place• The impact of product and • price initiatives are well
understood• Price strategy
Strategy planning• Internal data
• Research• Customer segments
• Goals/objectives
• $xx NPV
Product concept generation• Develop concepts
• Test for fit with findings of Strategic Planning findings
Pre-technical scan of concepts• Customer testing
• Product attributes
• Price• Fit in Car Park Portfolio
Technical development• Budgets• Marketing Plan
• Operational Plans
Commercialise• Go live• Post Implementation Review
FacilityManaged
Focused Optimise &Innovate
— Focused• Customer segments identified and
assessed for attractiveness• Customer needs understood• Products developed for segments• Communication plan in place• The impact of product and • price initiatives are well understood• Price strategy
FacilityManaged
Focused Optimise &Innovate
— Focused• Customer segments identified and
assessed for attractiveness• Customer needs understood• Products developed for segments• Communication plan in place• The impact of product and
price initiatives are well understood• Price strategy
FacilityManaged
Focused Optimise &Innovate
— Focused• Customer segments identified
andassessed for
attractiveness• Customer needs understood• Products developed for
segments• Communication plan in place• The impact of product and • price initiatives are
well understood• Price strategy
— Optimise & Innovate• Business performance is optimised• Parking is an integrated part of the
customer journey • Experience focused• Customer engagement• Technology enabled• Benchmark best in class performance• Dynamic yield management • Well funded and resourced
FacilityManaged
Focused
Optimise &Innovate
Test &
Learn
— Optimise & Innovate• Business performance is
optimised• Parking is an integrated part
of the customer journey
• Experience focused• Customer engagement• Technology enabled• Benchmark best in class
performance• Dynamic yield management • Well funded and resourced
FacilityManaged
Focused
Optimise &Innovate
Customer Journey Touch pointsWhen and how can we communicate to customers during their journey
1. Pre-booking2. Booking 3. Travel to the airport4. At the airport (departures)5. During flight6. Land content7. Return Flight8. At the airport (arrivals)9. Travel from the airport10.At home
— Optimise & Innovate• Business performance is optimised• Parking is an integrated part of the
customer journey • Experience focused• Customer engagement• Technology enabled• Benchmark best in class performance• Dynamic yield management • Well funded and resourced
FacilityManaged
Focused
Optimise &Innovate
— Optimise & Innovate• Business performance is
optimised• Parking is an integrated part
of the customer journey
• Experience focused• Customer engagement• Technology enabled• Benchmark best in class
performance• Dynamic yield management • Well funded and resourced
FacilityManaged
Focused
Optimise &Innovate
Retain Upsell Win new
FacilityManaged
Focused
Optimise &Innovate
— Optimise & Innovate• Business performance is
optimised• Parking is an integrated part of
the customer journey
• Experience focused• Customer engagement• Technology enabled• Benchmark best in class
performance• Dynamic yield management • Well funded and resourced
— Optimise & Innovate• Business performance is optimised• Parking is an integrated part of the
customer journey • Experience focused• Customer engagement• Technology enabled• Benchmark best in class performance• Dynamic yield management • Well funded and resourced
FacilityManaged
Focused
Optimise &Innovate
Source: Apriso. Aberdeen Group
— Optimise & Innovate• Business performance is optimised• Parking is an integrated part of the
customer journey • Experience focused• Customer engagement• Data warehouse• Benchmark best in class performance• Dynamic yield management • Well funded and resourced
FacilityManaged
Focused
Optimise &Innovate
— Optimise & Innovate• Business performance is optimised• Parking is an integrated part of the
customer journey • Experience focused• Customer engagement• Technology enabled• Benchmark best in class performance• Dynamic yield management • Well funded and resourced team
FacilityManaged
Focused
Optimise &Innovate
It’s not just the big airports that are progressing on the journey.
Small airports areOptimising & Innovating too.
Does size matter?
It’s about mindset!!
Without understanding, or dedicating resources to a prior stage it will be difficult to be successfully master future stages
…but it’s possible to fast track
Can you miss a stage?
FacilityManaged
Focused Optimise &Innovate