Presentations

Over the years, we have been asked to speak at conferences, based on work we have done with clients. We have included here some of the presentation overviews made at these conferences. Copies are available by contacting us. In several cases, we have tried to summarize key lessons learned from client projects.

Frictionless Travel:  It’s Revenue Impact Traveler Data Analytics: ‘Frictionless’ Travel – Its Revenue Impact
Presented at the Airport Access Ideas Forum
7 June 2017, Southbank, London, UK
The travel journey comprises several discrete elements – it is not just a blurred continuum. Travel disruptions are always the “moments of truth” and it is the lack of customer service that is ultimately the travel service providers’ downfall, resulting in a very poor passenger experience. It also represents a significant loss of revenue, as derived from our recent airport customer retail spend data analyses.t the heart of the problem is the plethora of data silos. Traveler data held by all travel service providers (airlines, hotels, etc.) is for their own benefit and use. This provides little value to the passenger over their entire journey. And passengers don’t want to be part of a “one size fits all” process. Instead they want personalization – specifically to ensure relevancy. This enables an effective customer engagement, transforming customer data into relevant communication and avoids information noise. Our design resulted in a global customer knowledge travel platform. This, together with smart data analytics, enables travel service providers a critical insight into a traveler’s preferences and context.
Multi-Channel Customer EngagementAAAE25Oct11_sm Multi-Channel Customer Engagement: Social Media Strategies
Presented at the AAAE Airport Social Media Summit
25 September 2011, Sheraton Hotel, Canton-Akron, Ohio;
iStyle KLIA: The first of its kind and unique fashion/styling project ever held in an airport. It’s a platform that allows KLIA (Kuala Lumpur International Airport) to further enhance and reignite its statement as the axis of fashion gateway and another effort to create the identity that reflects “KLIA is also fashion savvy”. It is an opportunity to cultivate good relations with airport concessionaires and portray KLIA as always striving to come out with innovative ways to facilitate and assist KLIA tenants to further promote their services/brands/products. The challenge was to create traveler engagement using multichannel social media as a means to increase awareness reach beyond traditional media and create a “Long Tail” awareness of KLIA.
Passenger Flow & Engagement StrategiesITSummit22Jun11 Intelligent Airports: Passenger Flow / Engagement Strategies
Presented at the SITA IT Summit
23 June, 2011, Hotel Dolce La Hulpe, Brussels;
The intelligent airport may not be a new concept, but is the game about to change? As new generations of technologies emerge their impact promises to be radical, delivering meaningful and timely business intelligence to the airport’s multiple stakeholders like never before. Whether for tracking passenger movements or providing end-to-end situational awareness, new technology holds the key to reaching new frontiers in forecasting and predictive analysis, enabling stakeholders to collaborate in real-time to improve the airport’s operational performance, while giving passengers the data they need to personalize their journeys.
Delivering Brand Value & Customer ExpectationsMAHB23Novsm Delivering Brand Value & Customer Expectations
Presented at the Malaysian Airports Concessionaires Conference
23 November 2010, Pan Pacific Hotel, Kuala Lumpur;
Increasing competition, lower traffic growth at certain geographic regions and changing demographics of travelers with spending power calls for a more long term, strategic approach to travel retail operations, where understanding consumer insights is paramount. However, short term thinking and action is still prevalent in the industry. Here, airports can play a greater role towards facilitating a long term, strategic approach to travel retail.  Social media, which is an increasingly popular tool for branding and communications, is a lot more than a tool for “showcasing or telling”, it is even more powerful as a tool for “listening”. What is the role of social media in building the brand value of KLIA?The key takeaways of this presentation on technologies for Customer Engagement were:

  1. 50% of airport passengers do not buy anything
  2. customers are engaged, they talk about your products and your brand – are you listening?
  3. airport customer engagement model should focus on interaction, not interruption
  4. social media is a new customer channel and is best used to engage with your customers
  5. the real failure is your failure to engage with your customers – are you ready?
Study: Passenger Flow Management & Technologies

ACI-NA26Sep10

Passenger Flow Management & Technologies Study
Presented at the ACI North America 19th Annual Conference
26 September 2010, Pittsburgh, PA;
There is growing interest from airports and security agencies for a range of business intelligence solutions related to passenger flow management in areas such as, counting, validation, authentication, tracking, reconciliation, access control and queue management. While some of these functions can be addressed by leveraging existing technologies, there are solutions deployed that may be better suited to specific elements of passenger flow management.The key takeaways of this presentation on passenger flow management were:

  1. Top application focus areas: wait times, improved passenger experience, security
  2. Top technology implementations: 2DBC, Bluetooth, Video analytics, SMS/wireless
  3. What’s Growing in Use: bluetooth, 2DBC, video analytics
  4. What’s Mature: thermal imaging, laser
  5. Technology to watch: RFID/NFC
Customer Engagement through Social Media

AirRail18Mar

Customer Engagement through Social Media
Presented at the International Airport Railways Conference
18 March 2010, Hilton Grosvenor Hotel, Edinburgh, UK;
Companies can now engage with a customer in a direct dialog via social media. Most customers want to have control over their travel, thus abandoning the intermediary – the travel agency – and manage their travel online. The conference highlighted global success stories.The key takeaways of this presentation on technologies for Customer Engagement through Social Media were:

  1. today’s customers are currently not engaged with your business, but use technologies constantly to interact
  2. customers are talking about your products, your brand, your business – are you listening?
  3. there’s no perfect customer engagement model – just get started focusing on insight, engagement & innovation
  4. technologies offer the best upside to engage with your customers
  5. the real failure is your failure to engage with your customers – are you ready?
Retail Spend: 1-to-1 Customer Strategies

TFWA11May

Increasing Airport Retail Spend: 1-to-1 Customer Strategies
Presented at the TFWA & GATEOne2One Conference
11 May 2009, Suntec Singapore International Convention Centre;
Real, proven case studies of customer focused marketing in airports, through innovative use of technology. Airports can drive revenues by offering real benefits to customers. We review the step-by-step look at how the processes can be implemented and analyze the potential revenue growth and current “lost retail spend” by NOT implementing such procedures.The key take-aways of this presentation on Increasing Airport Retail Spend: 1-to-1 Customer Strategies were:

  1. Increase airport retail revenues by 40%: ensure you have customer driven relationships
  2. 1-to-1 marketing engages the customer in conversations (“Magnetic Marketing”)
  3. Customer data is NOT customer insight
  4. Customer conversations requires customer insight
  5. Customer retention is driven by recognition
Gaining Retail Share of a Customer’s Wallet

PTExpo25Mar

Transforming Airports: Gaining Retail Share of a Customer’s Wallet
Presented at the Passenger Terminal Expo & Conference
25 March 2009, ExCEL Centre, London, UK;
Airports are struggling to increase customer retail spend as a source of non-aeronautical revenues. As passengers have increased, the percentage spend has remained constant. New retail methodologies have long been used to exploit customer knowledge gained through existing retail infrastructures. The result has been dramatic increases in revenues based around three key customer process elements: segmentation analysis, retail offer creation/management and customer dialogue. If harnessed effectively, these new retail methodologies can provide unparalleled customer insight, with the payoff of increased airport customer retail spending.The key takeaways of this presentation on Increasing Gaining Retail Share of a Customer’s Wallet were:

  1. Airports continue to lose share of retail revenues
  2. US$28 Billion in lost revenues
  3. Depends on airport’s willingness to engage with customers
  4. Proven technologies can be used from other industries
  5. Starts with customer knowledge, then progresses to insight
Airport IT&T as a P&L Business Service

PTExpo18Novsm

Transforming Airports: IT&T as a P&L Business Service
Presented at the Passenger Terminal Expo Middle East
18 November 2008, Beach Rotano Hotel & Towers, Abu Dhabi;
Airports have one of the most complex and demanding IT, telecom and video infrastructures. The challenge for an airport’s IT&T department has been always been one of delivering the expected high service level to their clients. Effective airport business services comprise all activities necessary to develop and market the airport’s IT&T services to airport tenants and manage the on-going client relationships. Most importantly, business services manages the financial relationship between the airport and its tenants by providing a billing service for the usage of infrastructure, computing, telecomm, security and other services at the airport. And all this must be done at a competitive cost for the tenants. In effect, the challenge for the airport is to create and operate effectively as a Business Services Delivery Agent.
Creating A Single Customer View

PTExpoME17Nov

Transforming Airports: Creating A Single Customer View
Presented at the Passenger Terminal Expo Middle East
17 November 2008, Beach Rotano Hotel & Towers, Abu Dhabi;
As airports struggle to become competitive, they must focus their strategies on new airport revenues, proven technologies and customer needs. When airports expand to meet competition, there is a demand for increased revenues to be generated from the retail infrastructure. There are six key processes to exploit for customer insight and knowledge: attraction, segmentation analysis, creation and management of retail offers, dialogue, redemption, and retention through customer experience management. If harnessed effectively, customer insight can provide an unmatched ability to serve customers better. The payoff is increased airport customer retail spending.The key takeaways of this presentation on Creating A Single Customer View were:

  1. Airports have a revenue and service gap in customer service
  2. No customer knowledge = loss of airport retail revenue
  3. A Single Customer View
  • = knowledge & insight
  • = offers they will buy
  • = more revenues, larger share of wallet
Winning through Customer Knowledge

PTExpo15Apr_sm

Increasing Airport Retail Spend: Winning through Customer Knowledge
Presented at the Passenger Terminal Expo & Conference
15 April 2008, Amsterdam RAI, The Netherlands;
As airports need to be competitive in their provision of services for airlines, they must focus their strategies to increase non-aeronautical revenues. This means increasing their retail revenues in order to pay for their airport expansions. Unfortunately, their efforts are hampered by a lack of customer relationships. What should airports do to enhance their customer’s experience, thereby increasing their airport customer retail spend?The key takeaways of this presentation on Increasing Airport Retail Spend: Winning through Customer Knowledge were:

    1. Top line airport retail revenues are flat
    2. Six steps to customer knowledge and increased retail spending
  • Attract & Acquire
  • Segmentation Analysis
  • Offer Creation & Management
  • Customer 2-way Dialogue (Conversation)
  • Offer Fulfillment & redemption
  • Customer Experience Management
The Disconnected Customer

Oxford22Nov_sm

Airport Retailing: Ready for Take-off? The Disconnected Customer
Presented at the Oxford Retail Futures Group
22 November 2005, Oxford University, School of Business;
The heart of the debate was whether airports were prepared to take advantage of the opportunity to increase customer retail spend. It appears from studies that airports were just stuck. But we ask, “If we do nothing different, why do we expect different results?”The key takeaways of this presentation on Airport Retailing: Ready for Take-off? were:

  1. Airports top-line retail revenues are flat
  2. The passenger is the airport’s ‘customer’
  3. Key strategy: know, understand and communicate with your customers
  4. Implement ‘Customer Experience Management’ to connect with customers
Managing Customer Experience

Oxford22Jun_sm

Managing Customer Experience in Airports
Presented at the Oxford Loyalty Marketing Workshop
The Oxford Institute of Retail Management
22June 2005, Oxford University, School of Business;
The challenge for airports is to generate real top-line revenue growth, as there are few efficiencies left, and to demonstrate an accountability of their marketing expenditures. The opportunity exists to offer enhanced customer service for frequent travellers by innovating rapidly against changing consumer needs and aspirations.The key takeaways of this presentation on Managing Customer Experience in Airports were:

  1. Customers are NOT the exclusive domain of airlines
  2. Airports need to think differently – they are in the service business
  3. Airports need to change focus to ‘customers’ not passengers
  4. Airports need to create ‘Marketing with Memory’ (Magnetic Marketing) as branding strategy
  5. Money is not the only currency