Embed Size (px)
Citation preview
1
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
2
Denver International Airport
About DIA:
•More than 53 million passengers•5th busiest in the U.S. •13th busiest in the world•180+ destinations
3
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”
4
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
5
Identifying Customers
6
Who are our customers?
• Demographics• Wants and Needs• Lifestyles• Purchase Motivations
7
Identifying Perceptions/Priorities
What is most important to our customers?
•Business•Leisure•Connecting•Local•Families
Identifying the Customer
Tools:• Customer surveys• Social media
analytics
8
Data:• Age• Gender• Location
Identifying the Customer
9
Identifying Touchpoints
Points of contact with our customers:
• Parking attendants• Janitors• TSA• Ticket counters• Gate agents• Ambassadors• Shopping and dining
employees
10
Customer Relationship Management
Feedback is critical:
• Understand problems
• Find solutions• Create experiences• Enlist partners
11
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
12
Listening
Social Media:
•Where customers are•What they are doing
13
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 [email protected] 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...
14
Engagement
15
16
Define and Deliver
Define the experience
Determine how to deliver it
17
Thank you
