|
CONSUMER RESEARCH FOR THE AIRPORT INDUSTRY |
|
AIRPORTS CUSTOMER SATISFACTION SURVEY
The
World Airports Customer Satisfaction Survey (WACSS) is the largest, global
Passenger survey of airport product and standards.
|
|
|
 |
|
|
|
The strength of WACSS is the requirement for it to be completed by
customers after the travel experience - this may be 1 day, a week or
even 1 month following their airport use.
It is in this post-travel period when the airport operator gains
maximum benefit from customer opinions and feedback - the customer is
not influenced by other "outside" factors of the air travel and is able
to judge standards in a more reasoned manner.
The promotion and marketing of the WACSS Questionnaire by each airport
to it's customers can be tailored to specific needs and wishes.
The World Airports Customer Satisfaction Survey (WACSS) offers a unique
survey and analysis format. Airport operators have the opportunity to
measure passenger opinions in over 90 different product and service
areas, with the benefit of integrated competitive performance data. WACSS
provides this at a fraction of the cost for existing survey methods.
WACSS utilises a proven, customer questionnaire format, with the scale
of study targeted to provide competitive performance data for over 500
airports worldwide.
Airport operators can select different passenger types to participate at
any point of the study - targeting for example arrivals, transit, check-
in, immigration/security at either different or similar study periods of
the survey.
Existing passenger survey methods rely upon passenger intercept
interviews, during the airport travel chain experience - targeting
departure gates or arrivals hall.
WACSS offers a more thought-out approach to gathering most beneficial
feedback, using the concept that memories a customer takes away from
their trip experience are the most influential in their assessment and
final perception of product and service quality across an airport
environment.
This more considered and balanced perception delivers the most balanced
and honest opinions - after the trip experience, rather than those
impacted by "heat of the moment" or stressful influences.
WACSS survey structure is related to a more recent phenomenon amongst
survey respondents, demonstrating that a customer is up to 50 per cent
more likely to give totally honest ratings and feedback to survey
questions when completing these online - versus passenger intercept
systems.
WACSS actively engages the respondents - so they can think carefully
about every question before giving their response.
Whilst the prime objective for every airport is to achieve the highest
levels of satisfaction for their own customers, it is important to
evaluate performance on a wider, competitive platform - for the
necessary emphasis to be directed at continuous Quality improvement.
A unique advantage of WACSS, is that it provides each airport operator
not only with analysis of their own passenger survey responses - but
delivers the Stage 2 Competitive Performance analysis. This delivers a
competitive performance evaluation rating on the basis of headline
questions, and is published for internal airport operator use only (with
no outside publication of results).
For more information about the World Airport Customer
Satisfaction Survey,
please contact in the first instance :
Mr Peter Miller
Director Marketing
SKYTRAX GROUP
Email: miller@airlinequality.com