How can you evaluate customer service policies and procedures at an airport?

1 Define your customer service standards

Before evaluating your customer service policies and procedures, you must define what you want to achieve and how you will measure it. Establish realistic and consistent standards for customer service performance that align with your airport's vision, mission, and values, as well as the expectations and needs of your customers. Examples of customer service standards include the average waiting time at check-in, security, immigration, and baggage claim, the percentage of flights that depart and arrive on time, the number and types of complaints and compliments received, the level of satisfaction and loyalty among passengers, airlines, and other stakeholders, as well as compliance with safety, security, and environmental regulations.

2 Collect and analyze customer feedback

The second step in evaluating your customer service policies and procedures is to collect and analyze feedback from your customers, both internal and external. To ensure reliable and relevant data, you should use a variety of methods and sources, such as surveys and questionnaires, interviews and focus groups, mystery shopping and observation, complaints and compliments, as well as social media and online reviews. This will help you measure customer satisfaction, expectations, preferences, gain deeper insights and suggestions, assess the behavior of staff and facilities, identify common issues and strengths of your customer service, as well as monitor the reputation and sentiment of your airport.

3 Conduct self-assessment and peer review

The third step in evaluating your customer service policies and procedures is to conduct self-assessment and peer review, both internally and externally. This includes involving staff and managers in reviewing and rating your customer service performance, as well as comparing and benchmarking your performance with other airports. Some examples of tools you can use are the Balanced scorecard, SWOT analysis, SERVQUAL model, and Airport Service Quality (ASQ) program. The Balanced scorecard can measure performance across four perspectives: financial, customer, internal process, and learning and growth. SWOT analysis can identify strengths, weaknesses, opportunities, and threats in customer service. SERVQUAL model can measure the gap between perceived and expected quality of customer service based on five dimensions: reliability, responsiveness, assurance, empathy, and tangibles. ASQ program can participate in a global benchmarking program that surveys passengers at over 300 airports on their customer service experience.

4 Implement improvement actions and monitor results

The fourth step in evaluating your customer service policies and procedures is to implement improvement actions and monitor results, based on the findings and recommendations from your evaluation. You need to prioritize and plan the actions that can enhance your customer service performance, such as training and coaching staff and managers on customer service skills and standards, updating and communicating policies and procedures to staff and customers, investing in facilities and equipment to improve customer comfort, and developing a customer service culture among staff and managers. Additionally, you should monitor and track the results of your improvement actions, using the same methods and tools that you used for evaluation. This will allow you to measure the impact of your actions, as well as identify any further areas for improvement.

5 Communicate and celebrate your customer service achievements

The fifth step in evaluating your customer service policies and procedures is to communicate and celebrate your customer service achievements, both internally and externally. You can do this by sharing and reporting your customer service performance, improvement actions, and results to your staff, managers, customers, and other stakeholders using various channels and formats such as newsletters and reports. Acknowledging and appreciating staff and managers who have excelled in customer service through awards and recognition is also important. Moreover, you should showcase your customer service success through testimonials and stories to promote best practices to customers and other stakeholders. Finally, engaging staff and customers in events and activities can help you celebrate customer service feedback. By doing this, you can increase the morale of your staff, the satisfaction of your customers, as well as the reputation of your airport.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?