Identifying the “Customer” in Customer Service

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1 Identifying the “Customer” in Customer Identifying the “Customer” in Customer Service Service Creating a fresh agency-wide approach to Creating a fresh agency-wide approach to consistently engaging your key stakeholders consistently engaging your key stakeholders Stacey Stegman Global Communications and Marketing October 2013

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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 - PowerPoint PPT Presentation

Transcript of Identifying the “Customer” in Customer Service

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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

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Denver International Airport

About DIA:

•More than 53 million passengers•5th busiest in the U.S. •13th busiest in the world•180+ destinations

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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”

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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

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Identifying Customers

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Who are our customers?

• Demographics• Wants and Needs• Lifestyles• Purchase Motivations

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Identifying Perceptions/Priorities

What is most important to our customers?

•Business•Leisure•Connecting•Local•Families

Identifying the Customer

Tools:• Customer surveys• Social media

analytics

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Data:• Age• Gender• Location

Identifying the Customer

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Identifying Touchpoints

Points of contact with our customers:

• Parking attendants• Janitors• TSA• Ticket counters• Gate agents• Ambassadors• Shopping and dining

employees

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Customer Relationship Management

Feedback is critical:

• Understand problems

• Find solutions• Create experiences• Enlist partners

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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

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Listening

Social Media:

•Where customers are•What they are doing

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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...

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Engagement

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Define and Deliver

Define the experience

Determine how to deliver it

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Thank you