Taking the passenger experience to the next level
Since 2014, Eindhoven Airport has implemented a corporate strategy that aims to bring the organization of an operationally managed airport to an airport that increasingly focuses on the needs of passengers. In order to identify the needs of these passengers and how people currently experience Eindhoven Airport, a Customer Journey has been created together with Altuïtion. This Customer Journey had to clearly illustrate which improvements had to be made and within which frameworks these had to be realized in order to achieve the objectives set for the turnover per passenger and customer satisfaction.Case
Mapping the Customer Journey showed that it doesn't only start at the entrance of the airport and doesn't end at the baggage reclaim area. Instead, it became clear that the literal Customer Journey begins with organizing and booking a trip and only ends after returning home. This insight prompted Eindhoven Airport to re-examine all touchpoints, both digital and physical. What was to become the central customer promise and how does it manifest itself?By means of qualitative research and a quantitative test, Altuïtion investigated which customer promise best suits the passenger. This showed that “Easy” is the most suitable central theme, which distinguishes Eindhoven Airport from other airports within its catchment area. The brand values “Smooth”, “Convenient”, and “Different” were added to make the customer promise more comprehensive. Based on these insights, Eindhoven Airport will set to work on realizing this customer promise by acting on three pillars:
- Infrastructure (physical adjustments to the terminal, the surrounding area, and the realization of innovations that increase passenger convenience and reduce stress levels)
- People (all employees of all companies involved have the same values and are ambassadors of these values)
- Online (implementing the convenience proposition on the corporate website, all social channels, and mobile)
