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AIRPORTCUSTOMER EXPERIENCE

ACCREDITATION

THE ONLY 360° VIEW OF AIRPORTCUSTOMER EXPERIENCE MANAGEMENT

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AIRPORTS COUNCIL INTERNATIONAL

AIRPORT CUSTOMER EXPERIENCE ACCREDITATIONCustomer experience has become a catchall concept but remains nonetheless an important element of any service provider’s operations. Today, airports are more than just the place from which an airplane takes off. They have become destinations, offering passengers unique experiences as never before. These experiences not only shape customers’ expectations, but also affect their assessment and judgement of subsequent experience.

In order to help airports promote service excellence given the rise of the importance of customer experience in the airport industry, ACI has developed the first Airport Customer Experience Accreditation programme, which offers a common definition and framework for customer experience management.

WHY DO YOU NEED IT?• Enhance customer experience

• Maximize airport brand recognition

WHAT’S IN IT FOR YOU?• Increase customer satisfaction

• Maximize airport performance (revenue, efficiency)

• Identify customer insights & positioning

• Enhance customer service

• Foster customer-centric culture in airport community

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AIRPORT CUSTOMER EXPERIENCE ACCREDITATION

© ACI WORLD

CUSTOMER SATISFACTION

CUSTOMER INSIGHTS &

POSITIONING

AIRPORT BRANDING

EXPERIENCE MANAGEMENT

CUSTOMER SERVICE

Airport Customer

Experience

PERFORMANCE(Non-aeronautical

Revenue, Efficiency, etc.)

MEASUREMENT

SERVICE DESIGN

INNOVATION OPERATIONAL IMPROVEMENT

CUSTOMER UNDERSTANDING

STRATEGY

AIRPORT COMMUNITY

COLLABORATION

AIRPORT CULTURE GOVERNANCE

Domains Definitions

CUSTOMER UNDERSTANDING (CU)

Capture the voice of customers by different means to understand what they experience and share it with employees

STRATEGY (S) Define, share and operationalize a customer experience strategy that contributes to an airport specific experience for customers

MEASUREMENT (M) Quantify and share the impact of customer experience initiatives on customer satisfaction, employee engagement and airport financial results

OPERATIONAL IMPROVEMENT (OI)

Increase customer satisfaction by improving processes, launching improvement projects and defining service standards

GOVERNANCE (G) Manage the Customer Experience transformation of the airport by assigning responsibilities to individuals and committees

AIRPORT CULTURE (AC) Develop employee engagement to deliver a great customer experience through training, recognition, etc.

SERVICE DESIGN / INNOVATION (SD)

Define and implement innovative services and experiences that will exceed customer expectations

AIRPORT COMMUNITY COLLABORATION (ACC)

Engage all airport stakeholders in a collaborative approach to deliver a great customer experience

The Accreditation programme is all about improving the experience of customers in airports. As airports are interlinked with various organizations and companies which have different business objectives and goals, it is very important for all involved parties to have a common view of airport customer experience.

To address this challenge, the Airport Customer Experience Accreditation reflects the airport business environment in eight different domains: Customer Understanding; Strategy; Measurement; Operational Improvement; Governance; Airport Culture; Service Design/Innovation; and Airport Community Collaboration.

DESCRIPTIONS OF EIGHT DOMAINS

AIRPORT CUSTOMER EXPERIENCE MODEL

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LEVEL OF MATURITY

LEVEL 1LEVEL 2

LEVEL 3LEVEL 4

LEVEL 5

Airport Customer Experience Accreditation is a multilevel accreditation developed to assess the level of maturity of an airport in terms of its customer experience management, including the quality of its service practices. This accreditation is structured around a set of management practices designed to transform the airport in the long term; existing ASQ programmes are more focused on the outcomes of such management practices. There are five levels of accreditation, from Level 1 to Level 5.

Each domain plays a fundamental role in improving airport customer experience management and the domains are closely connected to each other.

Different accreditation levels involve different numbers of domains: Level 1 requires only three domains (Customer understanding, Strategy, and Measurement), while levels 4 and 5 require all eight.

Each accreditation level is unique and meaningful and should be celebrated as a significant achievement. The goal of airport customer experience management is not to

complete the last level, it is to evolve, excel and learn throughout the journey.

Practices

AIRPORT COMMUNITY COLLABORATION

AIRPORT CULTURE

SERVICE DESIGN/INNOVATION

GOVERNANCE

OPERATIONAL IMPROVEMENT

MEASUREMENT

CUSTOMER UNDERSTANDING

STRATEGY

Advanced practices and outstanding outcome

More advanced practices on a specific domain

FIVE LEVELS OF ACCREDITATION

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LEVEL 1At Level 1, Customer experience is an airport priority that is communicated internally and externally. The airport is exploring customers’ expectations, complaints, comments and satisfaction.

LEVEL 2At Level 2, the airport is improving customer experience based on a clear customer experience strategy. A customer experience professional is working on customer journey mapping and personas and contribute to facilitate a cross-functional group to co-lead a customer experience plan.

LEVEL 3At Level 3, The airport is delivering the customer experience strategy through engaged customers who share their expectations and feeling, engaged employees who are trained in customer experience and engaged customer experience professionals that are driving the medium and long term improvement plan.

LEVEL 4At Level 4, Customer experience strategy is embedded in airport culture. All employees are contributing to understand, improve and re-invent customers’ experience, and are evaluated on this basis. Executives are considering customer experience as a major source of profit and are engaging all stakeholders to participate in airport community initiatives to delight airport customers.

LEVEL 5At Level 5, the airport corporate strategy is the customer experience strategy. Key indicators, both strategic and operational, are based on what the customer is experiencing daily. All the airport community is one behind the airport strategy.

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THE AIRPORT CUSTOMER EXPERIENCE DESIGNATION PROGRAMME

The Airport Customer Experience Professional Designation Programme has been developed for airports subscribing to the new accreditation programme. As part of the accreditation process, each airport must nominate a number of employees to take the course so that they have a clear understanding of customer experience and are competent to lead the airport in terms of customer experience management.

The programme can also be completed as a stand-alone programme and any airport can also designate additional employees to take the course – participants will work towards attaining the following designations:

• ACES: Airport Customer Experience Specialist, and

• ACEP: Airport Customer Experience Professional.

A critical component of delivering an exceptional customer experience is ensuring that employees are engaged and motivated to provide the best level of service or performance, no matter which part of the passenger journey they deliver.

The Airport Customer Experience Professional Designation requires each participant to receive continuing

professional development and re-certification in order to maintain active certification status. Re-certification is performed every five years and participants will be required to complete appropriate activities – attend a training course, participate in a conference or webinar, for instance – in order to maintain their designations.

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We benefited tremendously from participating in this programme by meticulously analyzing the eight domains and identifying which needed our attention. Our notion of “customer-oriented” has evolved from being a “nice to have” to “mission critical” and we want to show our passengers that they are our priority by continuing to progress through the levels. We want to provide the best possible experience for all passing through AUH.

Ms. Muna AlGhanim Head Airport Service Quality

ABU DHABI INTERNATIONAL AIRPORT

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HONG KONG INTERNATIONAL AIRPORT

Striving to exceed customer expectations is one of our core values at Hong Kong International Airport. Joining the accreditation programme provides us an opportunity to examine and improve our standards of service. Apart from global recognition, achieving different levels of the ACI Airport Customer Experience Accreditation programme is an endorsement of the contribution and collaborative effort of the airport community in the area of service excellence.

Mr. Chapman Fong General Manager, Terminal 1

PANTONE7472 C

PANTONEBLACK

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MILANO MALPENSA AIRPORT

SEA is very much committed to putting passengers at the center of its business strategy. Our motivation to join the programme was the novelties and challenges it presents to ensure that we remain current with new guidelines, trends and expectations. We are always looking for ways to improve, and the ACI ASQ Accreditation Programme benefits these efforts greatly. We requested the involvement of all departments across our organization from the start, which helped nurture a true team spirit and a greater sense of belonging from all within our airport community. Seeking tailored and innovative solutions to enhance passenger experience is the collective priority of all Milan’s airports personnel.

Ms. Annamaria Francinelli Customer Care / Service Quality Benchmarking

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Our airport decided to join the programme because of our commitment to enhance customer experience for our passengers and guests. We believe that success is achieved when customer’s expectations and airport standards are exceeded. Becoming an accredited airport reveals our determination to succeed, innovate and collaborate.

Ms. Karen W. Ellis Chief Customer Experience Officer

SAN ANTONIO INTERNATIONAL AIRPORT

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By making our customers’ priorities our own, SYD have seen customer satisfaction improve. Ensuring that the customer is central to our business processes and standards supports our commitment to providing a world-class experience. We have taken an holistic approach to improving the airport experience and this program has played a role in supporting our broader efforts. We are committed to listening to our customers and investing in what they identify as being important. Aligning with a recognised framework helps form our long-term customer strategy.

Ms. Claire Donnellan Manager Service Strategy and Customer Experience

SYDNEY AIRPORT

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At UIO we are proud of our airport and our services; our employees are trained to always have a positive attitude, provide solutions to problems, strive for excellence and ensure that our passenger experience is the best possible. ACI has always developed programs that help airports achieve greater results faster, and after learning about the Airport Customer Experience Accreditation Programme we knew it was also going to be a success. We see it as the perfect complement to our customer service strategy as it will allow us to improve our current programs as well as implement new ones. It is helping us improve and shape some of our strategies to ensure we are at the forefront on customer service excellence.

Mr. Andrew O’Brien President and CEO

QUITO INTERNATIONAL AIRPORT

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WHAT ARE THE BENEFITS FOR AN AIRPORT TO SUBSCRIBE TO THE ACCREDITATION?

This carefully designed programme is the very first worldwide customer experience management accreditation programme designed specifically for the airport industry and dedicated to ACI members. The Accreditation programme will help airports reach new heights in terms of customer experience management, which will enable a direct positive impact on customer satisfaction and ASQ results. Airports will also be able to identify their level of maturity in terms of customer experience management, based on the current effectiveness of their existing practices. It will also help airports identify new practices to be developed in short-term and long-term plans, in order to reach the next level and deliver customer experience excellence. In addition, the Accreditation programme provides an extended opportunity to further engage key stakeholders in the improvement of the customer experience within your airport. Last but not least, the Accreditation will be a powerful marketing tool. Each accredited airport member will receive publicity in the global airport community, generated from ACI World.

IS THERE ANY RESTRICTION FOR AIRPORTS TO SUBSCRIBE TO THE ACCREDITATION?

All ACI member airports are eligible to apply. However, as the accreditation is complementary to the ASQ programme, the minimum requirement is that airports be part of the ASQ Departures programme, regardless of the type (main, regional, unique).

HOW LONG IS THE ACCREDITATION PERIOD VALID FOR?

Accreditation is valid for a period of twelve months. An airport has the option of either renewing or upgrading its level every year prior to the expiration date.

WHAT IS THE PROGRAMME SUBSCRIPTION FEE?

Subscription fees vary based on the accreditation level. Fees start at CAN 3,200 for level one. For more information please contact [email protected].

FREQUENTLY ASKED QUESTIONS

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ARE THERE EXTRA CHARGES THAT AIRPORTS NEED TO PAY ABOVE THE SUBSCRIPTION FEE?

There is no extra charge for airports. The subscription fee is an all-inclusive price. It includes all verification costs and professional designation programme fee (Professional Designation programme is inclusive from Level 2 accreditation). However, as on-site verification is required for Level 4 and 5, only verifier’s travel expenses (flights, accommodation) will be charged separately.

CAN WE APPLY FOR LEVEL 5 DIRECTLY?

The accreditation programme was designed to improve customer experience management on a step-by-step basis. All airports must start at Level 1 and build up to Level 5, however, airports that would like to accelerate the process may apply for Level 1 and Level 2 simultaneously. Airports may also upgrade from Level 1 to Level 2 and from Level 2 to Level 3 mid year. Upgrading from Level 3 to Level 4 and Level 4 to Level 5 requires 12 months.

HOW CAN WE PROVE THAT OUR AIRPORT IS QUALIFIED FOR CERTAIN PRACTICES?

Each participating airport must complete the assessment form based on the level for which it is applying and return the form to ACI. Each level has different domains and different levels of practices. The assessment form provides the description of practice levels and each practice’s title and description. The form also shows what evidence or explanations is required to prove the airport performs each practice. There are no limitations in terms of evidence, so that any participating airport can provide various materials as proofs: abstracts of documents; diagrams; tables; images; annual report; internal documents; publications; airport website, etc.

All documents or evidence provided by participating airports will be treated confidentially and securely. As per agreement that both parties will sign, it will be strictly prohibited to use any documents for purposes other than verification works.

WHAT IF WE DO NOT HAVE ANY DOCUMENT OR EVIDENCE IN ENGLISH?

If the evidence is in a language other than English, you are required to submit the original version of the evidence together with the explanation or translation of key elements in English. The form has optional comment boxes for participating airports to provide more evidence or descriptions if they wish. In the future, ACI is planning to deliver the programmes with different languages including verification process in different languages.

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HOW DOES THE VERIFICATION PROCESS WORK?

Remote verification works will be done at every level. Only for Level 4 and 5, there will be additional on-site verification works. In terms of remote verification, when an airport submits its assessment form to ACI, ACI and/or verifiers will check if the assessment form is completed properly and if the form contains enough evidence. For any practice listed in the assessment form, the verifier might leave comments if something is missing or an important message must be delivered.

IF MY AIRPORT DECIDED TO RENEW A SPECIFIC LEVEL OF ACCREDITATION, SHALL WE SUBMIT THE EVIDENCE AGAIN?

Airports applying to renew their accreditation must send a renewal application to ACI using the application form provided by ACI. However, when an airport applies for renewal and there is no change in the evidence of certain practices, the airport should check the ‘No Change’ box and provide the same evidence it submitted previously. However, ACI may ask the airport to provide additional explanation/evidence to re-evaluate its submission.

WHAT IF THE EXPLANATION AND EVIDENCE WE PROVIDE IS NOT ADEQUATE?

If ACI finds out there is insufficient evidence and/or explanation for certain practices, the airport will be requested to provide additional documents or explanation. Of course, it would be good to provide a complete assessment form with sufficient evidence and explanation when the airport applies for the first time.

ACI will continuously support all airports who embark on this Airport Customer Experience Management journey with us. Let’s take the 360 view together.

Please send us an e-mail to [email protected] to receive more detailed information.

Airports Council International (ACI)800 rue du Square Victoria Suite 1810, PO Box 302 Montreal (QC) H4Z 1G8 Canada+1 514 373 [email protected]

airport customer experience accreditation › wp-content › uploads › 2019 › 04 › aci... ·...

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