RTIA Customer Satisfaction Survey Customer Satisfaction Survey - - PowerPoint PPT Presentation

RTIA Customer Satisfaction Survey

Customer Satisfaction Survey Presentation

• Objectives
• Methodology
• Respondent profile and travel behavior
• Satisfaction rating highlights: overall, 2010 vs. 2004,

visitor vs. resident, business vs. leisure

• Recommendations and opportunities

The Good News

• Overall excellent satisfaction results (only 3 attributes

had a mean rating of below 5 on a 7-point satisfaction scale)

• All but one area rated in 2010 improved over the

same or similar area ratings from 2004; the remaining

• ne was statistically unchanged

Objectives

• Determine traveler profiles and travel behaviors
• Determine satisfaction in 8 areas: arrival, check-in,

TSA checkpoint, airport personnel, food and beverage, airport amenities, facilities, overall

• Obtain feedback on air service, how to improve RTIA

experience, and favorite aspect of RTIA

• Identify differences between visitors/residents,

business/leisure travelers

• Compare ratings to 2004 baseline survey

Methodology

• Intercept survey developed by KPS3, RTIA and

InfoSearch, completed June 24-July 21

• 802 surveys completed by InfoSearch staff, with 47%

in B-gates, 26% in C-gates, 27% in all-access areas

• Timing scheduled, opportunistic given summer travel

patterns, conferences, events

• Actual results were close to goals of 40% residents,

40-45% business travelers, 50/50 male/female

• Sample size: 95% confidence level

Respondent Profile

• 38% residents/62% visitors
• 37% business/63% leisure (48% of visitors traveling
• n business were due to conference/trade show)
• Most common departure cities: Seattle, Las Vegas,

San Diego, Phoenix, Chicago

• Most common destination cities: Seattle, Las Vegas,

Los Angeles, Denver, San Jose

• Half of visitors reported primary destination once here
• f Reno/Sparks; 23% reported Tahoe

Respondent Profile

• Males 51%/Females 49%
• Mean age of adult traveler: 46.7
• 73% employed, 12% retired
• 1/3 each high school grads, college grads, post-grad
• 21% household income of less than $50K, 36% in

$50K - $100K, and 42% of $100K or more

RSCVA 2007 Visitor Profile Comparison

• Mean age of adult traveler: 54 (vs. 46.7)
• Median household income: $77,200 (vs. 42% with

$100K or more)

Overall Experience Satisfaction

Highest (7/7) Rating of 5 or 6 Rating of below 5 42% 48% 10%

Mean: 6.12 out of 7, where 7 was Very Satisfied and 1 was Not at All Satisfied. So 90% rated overall experience with 5, 6 or 7.

Distribution of Satisfaction Ratings

Mean Value: 6 or > Mean Value: 5 to 5.99 Mean Value: <5 29 21 3

Distribution of the 53 attributes rated on a 7-point scale, where 7 was Very Satisfied and 1 was Not at All Satisfied. Only 3 were rated as less than 5 (Food & Beverage Related).

Top Rated 3 Attributes

• Ease of passenger drop off
• Courtesy and professionalism of TSA staff
• Wait time at TSA checkpoint

NOTE: Visitors rated 16 of the 53 attributes much higher than did residents, especially in the F&B category. Leisure travelers rated 20 of the 53 attributes much higher than business, especially in air service and F&B, as well as in overall experience at RTIA.

Lowest Rated 3 Attributes

• Variety of eating places
• Value of food for money paid
• Prices of food and/or beverages

NOTE: Visitors rated 16 of the 53 attributes significantly higher than did residents, especially in the F&B category.

Personnel

• Most respondents rated airline personnel
• Less than half rated other personnel
• Highest rated: airport custodial staff and lowest

curbside security (but all were above a mean of 6.0)

Food and Beverage

• All attributes rated below 6, with cleanliness rated

highest and prices of food/beverage lowest

• Lowest 3 attributes: Variety of eating places, value of

food for $ paid, prices of food/beverage

• Visitors rated 10 of the 12 attributes much higher than

residents.

Amenities

• Highest rating was for free Wi-Fi and lowest was for

availability of electrical outlets/workstations

• Several were “less familiar”: Olympic exhibit, pet

relief area, free Wi-Fi

• Majority spend at least 60 minutes beyond TSA

checkpoint and less than 20 in all-access area

Amenities

If more offerings were available beyond security:

• 43% would spend more on F&B, 19% on books/

news/personal items, 12% on bar/alcohol, 10% on personal services

• 54% in total indicated they would spend more on at

least one of those items, if offered

Overall Satisfaction

• Highest rated: friendliness and courtesy of staff
• Then: safety and secure feeling and website (but only

half rated the website)

• Lowest rated: overall quality of air service (5.82)
• 42% provided the highest rating of 7!
• Overall satisfaction mean rating equivalent between

visitors and residents, but leisure travelers rated it higher than business travelers

Comparing 2004 and 2010 Ratings

Biggest increases in mean scores, 2004 vs. 2010:

• Free Wi-Fi/Internet availability
• Overall quality of air service
• TSA checkpoint wait time
• Availability of healthy foods

NOTE: Overall satisfaction with experience at RTIA increased from a mean of 5.8 in 2004 to 6.12 in 2010.

Comparing 2004 and 2010 Ratings

Positive note: increase in check-in process rating:

• Efficiency and ease of check-in (5.94 to 6.34)

Other strong ratings of attributes not rated in 2004:

• Space to move around in check-in lobby (6.32)
• Attractiveness, décor of check-in lobby (6.29)

Air Service Suggestions

The most frequent mentions for better air service (quantity, frequency, etc.) of 330 responses:

• San Francisco
• New York City
• Chicago
• Denver
• Houston

Suggestions to Improve Experience

• F&B (18%), Shopping (10%), Something to do (8%)
• Air service (9%)
• Electronics/Wi-Fi/Phones/TVs (Technology) (6%)
• TSA Security – i.e. single security point (6%)
• Gambling – i.e. remove them, too noisy (5%)

Favorite Aspect, Feature, Service

• Small size (13%) and calm and easy (11%) and fast/

quick in general (4%)

• Location/convenience/access (16%)
• Cleanliness (7%)
• Décor (7%)
• Friendly staff ( 6%)
• Gambling, slots (positive comments) (5%)

Opportunities & Recommendations

Capital expenditures/facilities:

• Single security point, move concessions beyond;

results show people want more F&B, shopping beyond checkpoint (could improve revenue)

• Tired areas that need improvement; perceived as

“dirtier,” less favorable (gates, baggage claim); due to nature of our travelers we are compared to many new airports. Ratifies decision to expand refurbishing to baggage claim area.

Opportunities & Recommendations

Capital expenditures/facilities:

• Technology services (outlets, recharge stations) – but

improving this could impact revenue. Again, being compared to higher-tech airports – esp by business

• travelers. Relo of concessions an opportunity to add

tech stations (find sponsors)?

• Signage improvements indicated by results; better

directionals in key locations and to inform on services lacking awareness (Gate K-9, Wi-Fi, concessions beyond check-point, website)

Opportunities & Recommendations

Communications with travelers:

• Pre-arrival communications -- including where to

print boarding passes once printers are removed: mobile website, mobile app, signage promoting pre- arrival information (in parking area, on way into airport property) pre-arrival tips on FourSquare and eventually other sites. Also can promo eventual move to 3-D bar code for check in for participating airlines.

Opportunities & Recommendations

Food & Beverage:

• Before the relocation, RTIA will in early 2011 evaluate

the concessions as part of the centralized security check-in project (Checkpoint of the Future)

• After relocation and possible changes to pricing and

variety, repeat survey on just F&B

Opportunities & Recommendations

Internal communications and staff development:

• Employee communications and recognition about

results

• Customer service training noted for some staff:

already completed for curbside security and also policy changes that are more customer-centric

• Benchmark for next survey and performance criteria
• Recognition for the TSA staff, wait time results

Opportunities & Recommendations

External communications/marketing:

• Media communications and all other channels: results
• f sat survey vis a vis JD Powers
• More air service improvement communications and

marketing (although it was one of “most improved” it still needs ongoing attention)

• Reinforce positive brand attribute ratings (ease,

convenience, friendly, service-oriented, nice/clean)

• Gateway to Tahoe positioning (passenger destination
• f Tahoe lower due to summer, vs. winter?)

Opportunities & Recommendations

External communications/marketing:

• Local residents rated most attributes lower than

visitors did: continue focused efforts on telling the airport story relative to other airports of its size, its innovation and actions to provide greater services, facilities and amenities

• Plan for next Customer Sat Survey – late 2012/early

2013 (winter)

Questions and Discussion

Thank you from KPS3 and InfoSearch International.