Session 5: How does your airport measure up? Benchmarking Service Quality Craig Bradbrook Director, Security & Facilitation Airports Council International ACI World / North America Conference & Exhibition Boston, USA September 23, 2008
Overview Airport Service Quality (ASQ) strategy ASQ Initiative and benchmarking programmes 2
ACI s mission To advance the collective interests of the world s airports and promote professional excellence in airport management and operations. Six priority areas Safety Security Customer service Environment Economic development Efficiency 3
Airport Service Quality (ASQ) Strategy Develop guidance material and best practices Provide measurement and benchmarking services Provide training and support services 4
Airport Service Quality Initiative 3 Benchmarking Tools Passenger satisfaction ( perceived quality ) Process efficiency ( actual service delivered ) Management of service quality Guidance & Support services 5
Measuring and benchmarking passenger satisfaction with the airport experience on the day of travel 6
The ASQ Survey Programme reaches 125 airports Airports US Airports: Atlanta Austin Baltimore Boston Cleveland Columbus Dallas Denver Detroit Houston Bush Houston Hobby Jacksonville Minneapolis Oakland San Diego Washington Dulles Washington Ronald Reagan Canadian Calgary Edmonton Halifax Montreal Ottawa : Airports: Toronto : Vancouver : Winnipeg Rest of the Barbados : Bermuda : Cancun : Curacao : Grenada: Americas: Guayaquil : Lima : Mexico City : Port of Spain : Puerto Vallarta: Salvador : San José del Cabo : Sao Paolo 7 7
32 aspects of service are surveyed: Other Passenger Information captured: Originating or transfer? Travel to which airport? Flight #, date and time? Gate #? Terminal? Nationality, citizenship? Country of residence? Sex? Age group? Zip code? What mode of check-in used? How long before departure did they arrive at airport? What mode of transport did they use to get to airport? Main reason for travel? (business / Leisure / other) Which class are they traveling in? How many trips have they made in the last 12 months? Which 3 service elements are most important to the passenger? What was the best and worst experience at the airport today? Additional comments? Contact details (optional) 8
Airport X Satisfaction Scores Cleanliness of airport terminal Courtesy of check-in staff Vfm parking 9 9
Benchmark comparison Region Y Airports Average Better Airport X better Cleanliness of airport terminal Vfm parking Courtesy of check-in staff 10 10
32 aspects of service: The influence of a particular service element on passengers overall satisfaction varies. Therefore understanding the drivers of satisfaction is vital! 11
32 aspects of service: Prioritizing resources and improvement actions Primary concerns Key Selling Points Lower Priority Review level of commitment 12
1 Cleanliness of airport terminal The best performing airports prioritize resources and improvement actions on these service elements 2 Overall satisfaction with the airport 3 Courtesy, helpfulness of check-in staff 4 Courtesy, helpfulness of airport staff 5 Ambience of the airport 6 Availability of washrooms / toilets 7 Efficiency of check-in staff 8 Feeling of being safe and secure 9 Ease of finding your way through airport 10 Passport and visa inspection 13
Measuring and benchmarking processes (actual service delivered) 14
17 core KPIs plus airport-specific KPIs Process of measuring is standardised Observation based measurements Data collected electronically 8 Baggage Delivery Monthly reporting, quarterly benchmarking Results confined to participating airports No awards
ASQ Performance KPI s Services Baggage carts (by location) Check-in Passport control (departure) Security check-points Transfer services Boarding Bag delivery Passport control (arrival) Customs inspection Taxi for leaving airport KPI s Number of baggage carts stacked up Average waiting time Counter processing speed (pax/hour) Average waiting time Checkpoint processing speed (pax/hour) Average waiting time Checkpoint processing speed (pax/hour) Average waiting time Counter processing speed (pax/hour) Time until last passenger leaves the gate Time for first bag to arrive on carousel Time for last bag to arrive on carousel Average waiting time Checkpoint processing speed (pax/hour) Average waiting time Counter processing speed (pax/hour) Average queuing time
ASQ Performance KPI s vs ASQ Survey Items ASQ Performance KPI s ASQ Survey Items Baggage carts Number of baggage carts Availability of baggage carts/trolleys Check-in Average waiting time Counter processing speed Waiting time in check-in queue/line Passport control (DEP) Average waiting time Checkpoint processing speed Waiting time at passport / ID inspection Security check-points Average waiting time Checkpoint processing speed Waiting time at security inspection Bag delivery First Bag Last Bag Speed of baggage delivery services Passport control (ARR) Average waiting time Checkpoint processing speed Passport/Personal ID inspection Customs inspection Average waiting time Counter processing speed Customs inspections
Evaluating waiting time at security by location Illustrative Data Airport X 10:00 5:49 8:15 3.50 3.43 3.64 1 2 3 ASQ survey Score Average Waiting time 3.61 7.46 6:21 3.88 Average Waiting time Passenger satisfaction Survey score Out of 5 18
Assessing and benchmarking an airport s service quality management system with industry best practice 19
Key Features: Benchmarks the management of services to passengers against 20 industry best practice criteria Business excellence model approach Not prescriptive Self assessment questionnaire verified using on site assessment by ACI accredited assessors Confidential, no rankings Plans and tracks year-on-year improvement 20
Benefits: ASQ Assured An independent benchmark against airport industry best practice Recognition of commitment to excellence to customers, regulators and stakeholders A tool to drive continual improvement Flexibility an airport can decide how quickly it wants to progress Increased knowledge and sharing of best practice 21
Airports using ASQ Assured Airports with a mature service quality management system Provides a seal of approval Benchmarking Opportunities for improvement Airports that are planning or implementing their service improvement strategies Provides a management framework Blueprint of best practice Benchmarking Gap analysis Identifies opportunities for improvement 22
The 6 Enablers of Service Quality Leadership M, A, B and C I Business Partner Relationships 20 Best Practice Criteria People Management Customer Focus Leadership Customer Focus People Management A systems and process approach Business partner relationships Measurement, Analysis Benchmarking and Continuous improvement A Systems & Process Approach 23
Assessing Best Practice 20 Best Practice Criteria Leadership 24 Customer Focus M, A, B and C I People Management Business Partner Relationships A Systems & Process Approach 3 Easy Steps Self Assessment On site Assessment Certification
ASQ Regional Forum DFW, 25-26 September User group forum Best practice sharing Organised annually No participation fee Open to all airports participating or interested in the ASQ program 25
Paul Behnke North American Regional Representative ACI ASQ program pbehnke@aci.aero For more information: Visit the ACI World Stand or Visit: www.airportservicequality.aero or contact: Mark Adamson: madamson@aci.aero Damien kobel: dkobel@aci.aero Craig Bradbrook: cbradbrook@aci.aero 26