Taking Airport Services to a Higher Level

Many people have traveled by air, but the travel experience is often not pleasant for most users. In comparison to Apple Inc.’s 80% NPS (Net Promoter Score is a measurement of Customer Loyalty.), the average airports NPS falls at a measly 38% which is below the baseline of the entire service industry. 

Many people have traveled by air, but the travel experience is often not pleasant for most users. In comparison to Apple Inc.’s 80% NPS (Net Promoter Score is a measurement of Customer Loyalty.), the average airports NPS falls at a measly 38% which is below the baseline of the entire service industry. 

So How Do We Increase NPS？

CBi China Bridge uses service design to improve NPS. We created the NPS five-dimensional system theory, which is interrelated and interacts. To increase NPS, we must cut through these five aspects, deeply explore customer needs, and constantly stimulate customer perception, deepen customer impressions and stimulate customer interest. 

From Airport to User

CBI China Bridge designed the NPS five-dimensional system to guide employees in the process of enhancing user experience.

PROCESS

Insight

CAN/ZGGG employees believe they know their passengers well; so we arranged for staff to randomly interview passengers at the airport. CAN/ZGGG employee A sighed: After working for many years I thought I knew passengers well, but I was surprised to find out I was wrong” This allows employees to interact with passengers and further engage with them, allowing the employees to know their passengers better. 

Sort Out Customer Journey Map 

Customer experience is a series of service points that connect these points to form a customer journey map. Using the customer journey map to look at the whole, and break department barriers.

Co-Creation; Stimulating Participant Potential 

CAN/ZGGG employee expressed: “I have so many thoughts about this whole process! But thinking about turning the passenger pain point into a refreshing point, is worth it!”

RESULTS

Security Check 

Security check point is very important in the flight process. In order to ensure a safe flight, the security check point needs to be very strict. Prohibited products need to be informed of by staff in advance, and disposed of afterwards. The disposal of unqualified items has always been an issue, now we have found a way to properly dispose of these items. 

Departure

Passengers who are catching their flight want very clear directions about their flight information. There will be an app that uses data collection an information sharing to obtain flight information, airport layout, channel status and other information in the shortest time to enhance the passenger departure experience.

Arrival 

After a long flight, we want to lessen customer burdens and allow their arrival process to run smoothly. We need to use technology to achieve precise positioning. In addition to item management, logistics and distribution, passengers will also receive a lot of care services. The employees will cover the passenger experience from pick-up, packing, shopping and many other aspects and strive to achieve no dead end. The goal is to lessen passenger burden after a long flight and ensure their safe and smooth arrival. 

Spirit Level 

CBi China Bridge and CAN/ZGGG collaborated to explore the spiritual need of passengers. They developed “cloud social” to provide mobile online social services. AI technology is included in the upgrade program for the first time. While improving customer experience and increasing customer loyalty, recycling data lays the foundation for future precision services.

After three rounds of testing and iteration, the passengers said they will definitely recommend these products to friends, raising the NPS of Guangzhou Baiyun International Airport to 50.25%.

“We’ve learned a new language called ‘service design’; this language has no barriers but it is infiltrated into life and work, rooted in the level of consciousness and thinking. Service Design helps us understand the internal, systematic understanding, solve problems, divergent creation and design the experience of internal and external customers to ultimately improve the service of CAN/ZGGG” an employees said

In the future, airports may no longer be just a place to wait for your flight; it will be a public space for integrating business and service; it’s an independent and complete experience space; it’s a combination of transportation, commerce, culture and so on.