building your airport\'s image
DESCRIPTION
Maximising Non Aero Rev Conference Aug 08 SingaporeTRANSCRIPT
Building Your AirportBuilding Your Airport’’s Public Images Public Image
Syed Mohammed MehdiDirector of Marketing and Promotion
Bahrain International Airport, Civil Aviation AffairsKingdom of Bahrain
26-27 August 2008Singapore
Maximising Non-aeronautical Revenue Through Airport Services
"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." Sam Walton
IntroductionIntroduction
• Why is your airport’s 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 airport’s service providers
• A TALE OF TWO AIRPORTS
THE JIGSAWTHE JIGSAW
Market
Service ProvidersAirline
People
Main Revenue Drivers at AirportsMain Revenue Drivers at Airports
CargoPassengers
Commercial property
The Most Important Revenue DriverThe Most Important Revenue Driver
• The airport revolves around Customer Service– Terminal Operations– Retail– Air Traffic Control– Car parking– Commercial property off
terminal
CUSTOMER SERVICE
CS
Public Perception of a Typical AirportPublic 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 AirportPassenger Ordeal at the Airport
Arrive atAirport
Check-inProcess
LandsideArea
Security AirsideArea
BoardAircraft
Time
Stre
ss
So What?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
0
1
2
3
4
5
6
7
8
9
10
2005 2006 2007 2008 (E)
Pax
(mill
ions
)
0
5
10
15
20
25
30
35
40
Sale
s in
BH
D (m
illio
ns)
Pax (millions)Bahrain Duty Free Sales
Correlation CoefficientR2 = 0.99
What Features Contributes Towards The What Features Contributes Towards The Best Practices of Your AirportBest Practices of Your Airport
1. Cleanliness of airport terminal2. Over all satisfaction with the airport3. Courtesy, helpfulness of check-in staff4. Courtesy, helpfulness of airport staff5. Ambience of the airport6. Availability of toilets7. Efficiency of check-in staff
TOP 5 + 2 AREAS OF BEST PRACTICE – ACI Survey 2007
Passengers CAN Make or Break your AirportPassengers 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 aglorified 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 Passengers CAN Make or Break your AirportAirport
• 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.
• Understand your Customers/Passengers– Types– Needs– Behaviours
• Engage with them - open up a dialogue
• Meet the Customer’s/Passenger’s needs
So What Should Be Done?So What Should Be Done?
And What Else Should Be Done?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 New Chapter in Your Airport Operations ManualManual
• 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 Airport’s TO BE THE WORLDTO BE THE WORLD’’S BEST AIRPORT BY EXCEEDING S BEST AIRPORT BY EXCEEDING CUSTOMER ESPECTATIONSCUSTOMER ESPECTATIONS
Govt. Agencies Terminal Operations
Retail
Car Parks
Ground Handling
Customer Service
Airport Operations should revolve around Customer Service
Build a Strong Image with the Airport Build a Strong Image with the Airport Service ProvidersService Providers
>97%
1.Retail and Duty Free
2.Ground Handling
3.Security and Govt. Agencies
Staff CompositionStaff Composition
Airport Staff if any
Build a Strong Image with the Airport Build a Strong Image with the Airport Service ProvidersService Providers
• Airport should take a leadership role
• Open up a dialogue• Create a unified
Customer Service program
Build a Strong Image with the Airport Build a Strong Image with the Airport Service ProvidersService 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 ARABIAcont….
OUR FIRST AIRPORTOUR FIRST AIRPORT
IN THE LAND OF OIL AND RICHES AN AIRPORT WAS BUILT ON A 700SQ KM AREA
• 50% of the country’s 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– US$ 6 billion heavy oil refinery– US$ 3 water and electricity project
BAHRAIN
• 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 AIRPORTTHE 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?WHO WON?
DMM
BAH
1st1st2nd2nd
• 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?WHAT MAKES IT DIFFERENT?
Partnership for SuccessPartnership for Success
Passenger Customer
To ConcludeTo 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
"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." Peter Drucker
THANK YOU