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Identifying the “Customer” in Customer Service

Identifying the “Customer” in Customer Service Creating a fresh agency-wide approach to consistently engaging your key stakeholders. Stacey Stegman Global Communications and Marketing October 2013. Denver International Airport. About DIA: More than 53 million passengers

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Identifying the “Customer” in Customer Service

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  1. Identifying the “Customer” in Customer Service Creating a fresh agency-wide approach to consistently engaging your key stakeholders Stacey Stegman Global Communications and Marketing October 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

  4. Customer Service • What is Customer Service? • Definition varies by division and job function • Singular goal: “Winning the Hearts of Our Customers”

  5. 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

  6. Identifying Customers 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

  8. Identifying the Customer Data: • Age • Gender • Location Tools: • Customer surveys • Social media analytics

  9. Identifying the Customer

  10. Identifying Touchpoints Points of contact with our customers: • Parking attendants • Janitors • TSA • Ticket counters • Gate agents • Ambassadors • Shopping and dining employees

  11. Customer Relationship Management Feedback is critical: • Understand problems • Find solutions • Create experiences • Enlist partners

  12. 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

  13. Listening Social Media: • Where customers are • What they are doing

  14. 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...

  15. Engagement

  16. Define and Deliver Define the experience Determine how to deliver it

  17. Thank you

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