際際滷

際際滷Share a Scribd company logo

Building your airport\'s image

S
Syed Mohammed Mehdi

This document discusses the importance of building a positive public image for airports through excellent customer service. It notes that customer service should be the top priority and drive all airport operations. Ensuring a positive customer experience reduces stress and increases satisfaction, loyalty and revenue. The document also emphasizes engaging and unifying all airport service providers to consistently meet passenger needs and preferences. A tale of two airports is provided as an example of how prioritizing customer service can distinguish one airport from its peers and attract more customers and revenue.

Convert to study materialsBETA

Transform any presentation into ready-made study materialselect from outputs like summaries, definitions, and practice questions.

1 of 32
Download to read offline
Building Your Airports Public Image Syed Mohammed Mehdi Director of Marketing and Promotion Bahrain International Airport, Civil Aviation Affairs Kingdom of Bahrain 26-27 August 2008 Singapore Maximising Non-aeronautical Revenue Through Airport Services
quot;There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.quot; Sam Walton
Introduction Why is your airports image relevant to revenue? What are the features that contribute towards your image? Opening the door to excellent customer service Building a strong internal image with all the airports service providers A TALE OF TWO AIRPORTS
THE JIGSAW Market People Service Airline Providers
Main Revenue Drivers at Airports Cargo Passengers Commercial property
The Most Important Revenue Driver CUSTOMER SERVICE The airport revolves around Customer Service Terminal Operations Retail Air Traffic Control CS Car parking Commercial property off terminal
Public Perception of a Typical Airport Crowded Long waiting times Long queues Limited choice Its not my job type of people Stroppy Expensive - commercially
Passenger Ordeal at the Airport Arrive at Check-in Airside Landside Security Board Airport Process Area Area Aircraft Stress Time
So What? What is the relevance Commercial customer & Pax - Revenue generators Close correlation of revenue and Pax Source: Fraport
Passenger and Duty Free Sales Correlation at Bahrain International Airport 10 40 Correlation Coefficient 9 R2 = 0.99 35 8 30 7 Sales in BHD (millions) 25 6 Pax (millions) 5 20 4 15 3 10 Pax (millions) 2 Bahrain Duty Free Sales 5 1 0 0 2005 2006 2007 2008 (E)
What Features Contributes Towards The Best Practices of Your Airport TOP 5 + 2 AREAS OF BEST PRACTICE ACI Survey 2007 1. Cleanliness of airport terminal 2. Over all satisfaction with the airport 3. Courtesy, helpfulness of check-in staff 4. Courtesy, helpfulness of airport staff 5. Ambience of the airport 6. Availability of toilets 7. Efficiency of check-in staff
Passengers CAN Make or Break your Airport We spent 2 hours on the way to Sydney in XXXXX airport and then 4 hours on the way back, it is small, only one place to get a drink or food. There is not enough seating. I will not be using XXXXXXX airport again. Apart from this airport being an architectural abomination and a glorified cattle market, we experienced the worst customer service from airport security. We will avoid this airport at all costs in the future. Don't use it if you have other options, it is worth the money, even extra waiting hours. Bad colours make you feel you're in a den, non- smiling, unhelpful, unkind, non English speaking personnel. People eat, sleep and rest on the floors. Avoid this airport.
Passengers CAN Make or Break your Airport Modern and spacious, with nice shops and places to eat, especially in boarding area. Spotless toilets plus free internet wi-fi access in all areas I been in this airport 4 times in the last four years and a have to tell that I'm very sure that this it has to be the # 1 in the world, not only for the clean facilities but because the magic of this incredible country and the polite people.
So What Should Be Done? Understand your Customers/Passengers Types Needs Behaviours Engage with them - open up a dialogue Meet the Customers/Passengers needs
And What Else Should Be Done? Put Quality and Customer Service on the top of the list Develop Cross-cultural Awareness Engage all the service providers at your airport
New Chapter in Your Airport Operations Manual CUSTOMER SERVICES Inculcate in Work Culture Make it as a JOB requirement Teach to empathise Communicate Regular, Precise and Clear Adopt Mission Statement Similar to Atlanta Airports TO BE THE WORLDS BEST AIRPORT BY EXCEEDING CUSTOMER ESPECTATIONS
Airport Operations should revolve around Customer Service Terminal Govt. Agencies Operations Customer Ground Retail Handling Service Car Parks
Build a Strong Image with the Airport Service Providers Staff Composition 1. Retail and Duty Free 2. Ground Handling >97% 3. Security and Govt. Agencies Airport Staff if any
Build a Strong Image with the Airport Service Providers Airport should take a leadership role Open up a dialogue Create a unified Customer Service program
Build a Strong Image with the Airport Service Providers Engage with all of them Inculcate an attitude of Yes We Can Reward and give recognition for Customer Service
BUT WHY????
A TALE OF TWO AIRPORTS ONCE UPON A MODERN TIME IN ARABIA cont.
OUR FIRST AIRPORT IN THE LAND OF OIL AND RICHES AN AIRPORT WAS BUILT ON A 700SQ KM AREA
50% of the countrys GDP if generated in the region. The major industry in the province is Oil and Petrochemicals. Other major industries supporting the Oil and Petrochemical industries are construction, power plant, food processing, etc. Over 100 projects have been signed off with a total project value about US $100 billion. Some of the major projects are listed below: US$ 16 billion Petrochemicals at Ras Tanura US$ 25 billion mineral processing BAHRAIN US$ 6 billion heavy oil refinery US$ 3 water and electricity project
The region is also aspiring to be the petrochemical industrial centre of the world. This Airport has a catchment of 3-4 million people High propensity to fly High disposable income 25 Airlines 3.8 million passengers
THE OTHER AIRPORT In 2007 Passengers 7.3 million 9% growth Cargo 380,000 tonnes 6% growth 37 Airlines 50 Destinations 884 weekly departures Local Population of 1.5 million
WHO WON? BAH DMM 1st 2nd
More people originating from Eastern province use Bahrain International Airport For excellent customer service For excellent facilities For the fact that we listened/listening/will listen to our valuable customer
WHAT MAKES IT DIFFERENT?
Partnership for Success Customer Passenger
To Conclude Tourists and foreigners get their first impressions of the country on arrival at the Brunei International Airport and so it is important to have facilities and services that are of a high standard H.E. Minister of Tourism, Kingdom of Brunei Eliminate These Capture These
quot;The single most important thing to remember about any enterprise is that there are no results inside its walls. The result of a business is a satisfied customer.quot; Peter Drucker THANK YOU

More Related Content

Building your airport\'s image

  • 1. Building Your Airports Public Image Syed Mohammed Mehdi Director of Marketing and Promotion Bahrain International Airport, Civil Aviation Affairs Kingdom of Bahrain 26-27 August 2008 Singapore Maximising Non-aeronautical Revenue Through Airport Services
  • 2. quot;There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.quot; Sam Walton
  • 3. Introduction Why is your airports image relevant to revenue? What are the features that contribute towards your image? Opening the door to excellent customer service Building a strong internal image with all the airports service providers A TALE OF TWO AIRPORTS
  • 4. THE JIGSAW Market People Service Airline Providers
  • 5. Main Revenue Drivers at Airports Cargo Passengers Commercial property
  • 6. The Most Important Revenue Driver CUSTOMER SERVICE The airport revolves around Customer Service Terminal Operations Retail Air Traffic Control CS Car parking Commercial property off terminal
  • 7. Public Perception of a Typical Airport Crowded Long waiting times Long queues Limited choice Its not my job type of people Stroppy Expensive - commercially
  • 8. Passenger Ordeal at the Airport Arrive at Check-in Airside Landside Security Board Airport Process Area Area Aircraft Stress Time
  • 9. So What? What is the relevance Commercial customer & Pax - Revenue generators Close correlation of revenue and Pax Source: Fraport
  • 10. Passenger and Duty Free Sales Correlation at Bahrain International Airport 10 40 Correlation Coefficient 9 R2 = 0.99 35 8 30 7 Sales in BHD (millions) 25 6 Pax (millions) 5 20 4 15 3 10 Pax (millions) 2 Bahrain Duty Free Sales 5 1 0 0 2005 2006 2007 2008 (E)
  • 11. What Features Contributes Towards The Best Practices of Your Airport TOP 5 + 2 AREAS OF BEST PRACTICE ACI Survey 2007 1. Cleanliness of airport terminal 2. Over all satisfaction with the airport 3. Courtesy, helpfulness of check-in staff 4. Courtesy, helpfulness of airport staff 5. Ambience of the airport 6. Availability of toilets 7. Efficiency of check-in staff
  • 12. Passengers CAN Make or Break your Airport We spent 2 hours on the way to Sydney in XXXXX airport and then 4 hours on the way back, it is small, only one place to get a drink or food. There is not enough seating. I will not be using XXXXXXX airport again. Apart from this airport being an architectural abomination and a glorified cattle market, we experienced the worst customer service from airport security. We will avoid this airport at all costs in the future. Don't use it if you have other options, it is worth the money, even extra waiting hours. Bad colours make you feel you're in a den, non- smiling, unhelpful, unkind, non English speaking personnel. People eat, sleep and rest on the floors. Avoid this airport.
  • 13. Passengers CAN Make or Break your Airport Modern and spacious, with nice shops and places to eat, especially in boarding area. Spotless toilets plus free internet wi-fi access in all areas I been in this airport 4 times in the last four years and a have to tell that I'm very sure that this it has to be the # 1 in the world, not only for the clean facilities but because the magic of this incredible country and the polite people.
  • 14. So What Should Be Done? Understand your Customers/Passengers Types Needs Behaviours Engage with them - open up a dialogue Meet the Customers/Passengers needs
  • 15. And What Else Should Be Done? Put Quality and Customer Service on the top of the list Develop Cross-cultural Awareness Engage all the service providers at your airport
  • 16. New Chapter in Your Airport Operations Manual CUSTOMER SERVICES Inculcate in Work Culture Make it as a JOB requirement Teach to empathise Communicate Regular, Precise and Clear Adopt Mission Statement Similar to Atlanta Airports TO BE THE WORLDS BEST AIRPORT BY EXCEEDING CUSTOMER ESPECTATIONS
  • 17. Airport Operations should revolve around Customer Service Terminal Govt. Agencies Operations Customer Ground Retail Handling Service Car Parks
  • 18. Build a Strong Image with the Airport Service Providers Staff Composition 1. Retail and Duty Free 2. Ground Handling >97% 3. Security and Govt. Agencies Airport Staff if any
  • 19. Build a Strong Image with the Airport Service Providers Airport should take a leadership role Open up a dialogue Create a unified Customer Service program
  • 20. Build a Strong Image with the Airport Service Providers Engage with all of them Inculcate an attitude of Yes We Can Reward and give recognition for Customer Service
  • 22. A TALE OF TWO AIRPORTS ONCE UPON A MODERN TIME IN ARABIA cont.
  • 23. OUR FIRST AIRPORT IN THE LAND OF OIL AND RICHES AN AIRPORT WAS BUILT ON A 700SQ KM AREA
  • 24. 50% of the countrys GDP if generated in the region. The major industry in the province is Oil and Petrochemicals. Other major industries supporting the Oil and Petrochemical industries are construction, power plant, food processing, etc. Over 100 projects have been signed off with a total project value about US $100 billion. Some of the major projects are listed below: US$ 16 billion Petrochemicals at Ras Tanura US$ 25 billion mineral processing BAHRAIN US$ 6 billion heavy oil refinery US$ 3 water and electricity project
  • 25. The region is also aspiring to be the petrochemical industrial centre of the world. This Airport has a catchment of 3-4 million people High propensity to fly High disposable income 25 Airlines 3.8 million passengers
  • 26. THE OTHER AIRPORT In 2007 Passengers 7.3 million 9% growth Cargo 380,000 tonnes 6% growth 37 Airlines 50 Destinations 884 weekly departures Local Population of 1.5 million
  • 27. WHO WON? BAH DMM 1st 2nd
  • 28. More people originating from Eastern province use Bahrain International Airport For excellent customer service For excellent facilities For the fact that we listened/listening/will listen to our valuable customer
  • 29. WHAT MAKES IT DIFFERENT?
  • 30. Partnership for Success Customer Passenger
  • 31. To Conclude Tourists and foreigners get their first impressions of the country on arrival at the Brunei International Airport and so it is important to have facilities and services that are of a high standard H.E. Minister of Tourism, Kingdom of Brunei Eliminate These Capture These
  • 32. quot;The single most important thing to remember about any enterprise is that there are no results inside its walls. The result of a business is a satisfied customer.quot; Peter Drucker THANK YOU