Airport ROI is fine as a current metric for airports, but to actually to positively impact airport financial results, we must extend any measurement to include engagement with passengers as ‘customers’. In so doing, we can create a new measurement paradigm which we call a “Passenger Experience Index”. This Index considers new opportunities of customer engagement that social media and new mobile technologies bring to the equation.
The Passenger Experience Index (PEI) must now consider many new complex objectives and metrics. The focus is on the entire passenger’s travel journey experience. However, PEI should not be confused with existing ASQ surveys. If airports are looking for new opportunities to increase value to passengers while increasing revenue, then PEI is the one to be really focused on.When the PEI is put into an application framework, it enables what we call “Destination Marketing”. This is a perfect storm of continuous contact, opt-in services, Geo-location with itinerary, flight data and retail offers. Putting retail brands and services together with real time opportunity is known as “Magnetic Marketing”. What is important to airports’ revenue growth is the combination of two or more airports into the equation, providing peer group dynamics (those traveling on the same flight) with the same destination.
Revenue opportunities then become extensible from simple Geo-location based offers to route and destination specific opportunities. The value of all these components is what will be embedded as part of the PEI – measuring the value points to the passenger as a customer. This is true customer engagement, well beyond simple Social Media metrics. If they do not support the PEI then they are not weighted accordingly.
As you can imagine, this is all new science and technology – we are actually in the process of developing this Passenger Exeperience Index (PEI).