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Identifying the “Customer” in Customer ServiceIdentifying the “Customer” in Customer ServiceCreating a fresh agency-wide approach to Creating a fresh agency-wide approach to
consistently engaging your key stakeholders consistently engaging your key stakeholders
Stacey StegmanGlobal Communications and MarketingOctober 2013
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Denver International Airport
About DIA:
•More than 53 million passengers•5th busiest in the U.S. •13th busiest in the world•180+ destinations
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Why Customer Service?
Desired Vision: America’s favorite connecting hub, where the Rocky Mountains meet the world.
•New Strategic Plan•Shift from Operational to Customer Focused•Meet long-term growth goals
Customer Service
What is Customer Service?
•Definition varies by division and job function•Singular goal: “Winning the Hearts of Our Customers”
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Define a Goal
DIA’s Strategic Plan calls for us to become the first U.S. airport to obtain a Skytrax 4-star rating by 2015 and 5-star rating by 2018
Customer segmentation•Allows us to target specific groups of customers effectively and allocateresources effectively and set performance metrics
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Identifying Customers
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Who are our customers?
• Demographics• Wants and Needs• Lifestyles• Purchase Motivations
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Identifying Perceptions/Priorities
What is most important to our customers?
•Business•Leisure•Connecting•Local•Families
Identifying the Customer
Tools:• Customer surveys• Social media
analytics
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Data:• Age• Gender• Location
Identifying the Customer
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Identifying Touchpoints
Points of contact with our customers:
• Parking attendants• Janitors• TSA• Ticket counters• Gate agents• Ambassadors• Shopping and dining
employees
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Customer Relationship Management
Feedback is critical:
• Understand problems
• Find solutions• Create experiences• Enlist partners
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Listening
Social Media:
• @joe_hill: The Denver airport has the nicest smelling public bathroom in America. Like entering a forest of Christmas trees!
• @DENAirport near B22 there are birds living/nesting and the bathrooms are quite dirty
• @EFergn8r The bathrooms smell really nice @DENAirport. #justsayin
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Listening
Social Media:
•Where customers are•What they are doing
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Engagement
Solving Problems:
• Real-time solutions• Real-time feedback• Better experience
@montdor - our provider can help. Contact @boingo or call (800) 880-4117 or email service@boingo.com bit.ly/1cl2rpx
From @boingo: @DENAirport @scottshimo Sorry to hear about your connection issue. We'd be happy to help troubleshoot. What type of device are you using?
@boingo @DENAirport Dell laptop with iPass Open Mobile. Bars are flapping, can't maintain network address, internet drops or is slow...
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Engagement
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Define and Deliver
Define the experience
Determine how to deliver it
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Thank you
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