Birmingham Airport has invested over £100k in a bespoke customer feedback system which is to be available throughout the site.
The airport has partnered with realtimeknowledge.com, a company which specialises in operational reporting, to create the system named the ‘Voice of the Customer’. It is aimed at improving and innovating the airport’s customer feedback process, enabling the customer experience team to resolve any trends of issues. Overall, it is expected to highlight problems that need immediate improvement.
“We’ve been focused more than ever on making improvements to the passenger journey. Ensuring our passengers have the best experience possible is a priority for us – we want passengers to remember Birmingham Airport for all of the right reasons,” said Stuart Haseley-Nejrup, Head of Customer Experience of Birmingham Airport. “The Voice of the Customer system will help us to do just this, allowing us to delve much deeper into feedback, quicker than ever before.”
Feedback gathered through the Voice of the Customer system will be directly sent to the customer experience team who are able to react to passengers concerns and comments immediately. This investment will allow feedback to be submitted through mediums including 59 instant feedback touch screens, 10 QR codes for mobile or tablet devices, or written feedback posted in any of the 10 designated post boxes. Written feedback will be manually entered into the system so it can be analysed with other responses. These feedback points will be located in key passenger touchpoint such as check-in desks, security, departure gates, washrooms, lounges and on-site car parks.
Since its introduction in January, the system has gathered 47,000 pieces of feedback compared to an estimated 1,000 a year through previous written surveys. Haseley-Nejrup commented, “The uplift in feedback since implementing the system has given us invaluable information to create great experiences for our customers, as well as highlighting any friction points across the customer journey for us to make improvements to.” As the system is live, it enables passengers to react in the moment so areas in the terminal that potentially fail can be attended to faster than it may have before.
Recent improvements supported the airport’s score of 90% through the CAA’s departing passenger survey, as well as other awards on customer service. The airport hopes to use the gathered information to create “a frictionless customer journey, which is easy and accessible for all.”