Airports Council International (ACI) World launched April 6 the first ever Airport Service Quality (ASQ) barometer, the first global snapshot of airport customer experience satisfaction levels, with overall satisfaction scores from a global and regional level.
“ACI World will publish quarterly barometer reports which will enable airports around the world to measure up against their competition and gain invaluable insights to inform their approach to the increasingly competitive and crucial area of customer experience,” said the trade association of the world’s airports in a statement.
In 2017, more than half of the world’s 7.1 billion travelers passed through an ASQ airport, and this barometer was developed in response to airport demand for greater insight into customer need, said ACI.
“As competition in the airport industry grows, continuous service improvement is key for business performance and airports are making the customer experience a high priority.”
This barometer provides current data based on objective measurements derived from the ASQ Departures survey and the most relevant key performance indicators and categories for customers, including airport access, security, passport control and airport facilities.
Some of the key findings include:
* Overall in 2017, airport customer experience has improved globally from 4.15 to 4.19 (out of a 5 point scale). Security screening has the strongest impact on the overall satisfaction of passengers, and satisfaction in this area has improved overall.
* The most satisfied passengers are found in larger airports.
* Asia-Pacific’s airports remain at the top of the charts in customer experience satisfaction.
“The development of the ASQ barometer was in direct response to members’ feedback that they need to be proactive in measuring their efforts against sound and objective data,” said Angela Gittens, director general, ACI World.
“These quarterly reports will go a long way in helping inform airports and, in turn, encouraging them to strive for continued customer excellence in tangible ways that resonate with their customers.”
ACI World developed passenger personas in 2016, a new approach to passenger profiling, to support airports in developing a deeper understanding of the needs of the traveler.
ACI Passenger Personas presents six key personas based on ASQ passenger data gathered from over 550,000 travelers and 300 airports worldwide.
A persona is a semi-fictional way to model, summarize, and communicate research undertaken on airport passengers. The barometer incorporates each persona profile’s customer satisfaction level.
The “sunlounge tourist” remains the largest segment of passenger type in airports (32.3%) while the “airport enthusiast” is the “most satisfied” persona at 86.7%.
The other personas are the “friendly vacationer,” “value seeker,” “time keeper,” and “workman.”
Photo: Djasc112
