Measuring and analysing passenger satisfaction Shanghai 28 th March - PDF document

1 1 Measuring and analysing passenger satisfaction Shanghai 28 th March 2008 Mark Adamson

In order to analyse customer service, DKMA asks three questions… Has the airport prioritized the different aspects of its service offering appropriately? Does the airport perform well enough overall and for each aspect individually? Which factors drive overall satisfaction? 2

Analyse your prioritisation of your service offering CLEANLINESS SHOPS POOR PERFORMANCE OR NOT IMPORTANT? 3

All factors listed by ASQ ranking How your airport has really prioritised its services ASQ rank out of 115 airports 1) Shopping facilities 7 2) Ground transportation 9 Passengers know great service 3) Parking facilities value for money 18 through comparison with other airports 4) Opening hours of shopping / restaurant 19 5) Restaurant facilities value for money 21 6) Availability of bank / ATM facilities 23 7) Restaurant / Eating facilities 44 8) Speed of baggage delivery service 54 9) Availability of baggage carts / trolleys 65 10) Cleanliness of airport terminal 77 4

Prioritise according to best practice Seoul Kuala Lumpur Hong Kong Singapore Dallas Halifax Zurich 1 Cleanliness of airport terminal 2 Overall satisfaction with the airport 3 Courtesy, helpfulness of check-in staff How the world’s best airports 4 Courtesy, helpfulness of airport staff prioritise their service offering 5 Ambience of the airport 6 Availability of washrooms / toilets 7 Efficiency of check-in staff 8 Feeling of being safe and secure 9 Ease of finding your way through airport 10 Passport and visa inspection 5

Compare against best practice Underprioritising compared to best practice Overprioritising compared to best practice 6

Compare against best practice Top 4 and bottom 4 factors Comfort of waiting gate areas Underprioritising Courtesy of airport staff Cleanliness of terminal Cleanliness of toilets Availability of baggage carts Overprioritising Ground transportation Passport inspection Shopping facilities -20 -10 - 10 20 7

How much effort should we put into each item? DISSATISFIERS SATISFIERS DRIVERS Affect satisfaction when the Affect satisfaction when the Always affect satisfaction score is LOW score is HIGH Overall Overall Overall Satisfaction Satisfaction Satisfaction VALUE FOR MONEY X X X TERMINAL CLEANLINESS Score of individual service item Score of individual service item Score of individual service item • Ambience • Value for money • Cleanliness of terminal • Comfort of gate areas • IT facilities • Ease of finding your way

Summary • Identify true levels of performance • Learn from best practice • Focus on factors which drive satisfaction 9

Contacts Thank you ! Mark Adamson Director Tel: +41 22 354 07 50 E-mail: mark.adamson@dkma.com 10