Airport Parking Development Journey FINAL

The Airport Parking Development Journey

Shane de WitPartner and Senior ConsultantParking & Traffic Consultants

Wednesday 26 November 2014

How do you see car parking?

…it’s about perspective

is parking

a source of revenue?

a neglected facility?

or

an integral part of the customer’s journey?

The airport parking development journey

FacilityManaged

Focused Optimise &Innovate

Facility

ManagedFocused

Optimise &Innovate

— Facility

Facility

ManagedFocused

Optimise &Innovate

— Facility• Lack of reporting or monitoring

of performance • No one is accountable for performance• Low understanding of customer needs• Basic capital plan• No price plan• Basic product strategy

Facility

ManagedFocused

Optimise &Innovate

— Facility• Lack of reporting or monitoring

of performance • No one is accountable for performance• Low understanding of customer needs• Basic capital plan• No price plan• Basic Product strategy

Doha New Hamad Airport. One parking product

FacilityManaged


— Managed

FacilityManaged


— Managed• Regular reporting and monitoring• Business processes in place • Service standards developed• Understand the key business drivers,

SOP's/KPI's in place• Professionally managed• Someone is accountable

FacilityManaged




Source: www.sydneyairport.com.au/contact-us.aspx

FacilityManaged


— Managed• Regular reporting and

monitoring• Business processes in place • Service standards developed• Understand the key business

drivers,SOP's/KPI's in place

• Professionally managed• Someone is accountable

FinancialRevenue – PSR/IPPNumber of transactionsATVRevenue/bay/dayCost per transactionROI

ServiceDisrupted customers/1,00095%/10 minutes ASQ Scores

OperationsSystem events by each ACENegative system events/1,000 transactions

FacilityManaged




Courtesy Adelaide Airport

FacilityManaged


— Managed• Regular reporting and monitoring• Business processes in place • Service standards developed• SOP's/KPI's in place• Understand the key business drivers• Professionally managed• Someone is accountable

FacilityManaged


— Focused

FacilityManaged


— Focused• Customer segments identified and

assessed for attractiveness• Customer needs understood• Products developed for segments• Communication plan in place• The impact of product and • price initiatives are well

understood• Price strategy

Length of tripDegr

ee of anxie

ty

Business or

Leisure

What % of total travel time is

parking?Price vs.

substitutes

How sure am I that I will reach my

flight?

Who is paying the bill?

FacilityManaged


— Focused• Customer segments identified

and• assessed for attractiveness• Customer needs understood• Products developed for

segments• Communication plan in place• The impact of product and • price initiatives are

well understood• Price strategy

ConvenienceWhere is parking located? How long will it take me to get to the plane? How many processes are there?ControlAm I in control of the journey to the plane? What could go wrong?PriceWhat is it going to cost? What’s the price relative to factors like competition, convenience and control?Who’s paying?OtherBased on size of group, age, demographics, socio-economic

FacilityManaged



andassessed for attractiveness

• Customer needs understood• Products developed for

segments• Communication plan in place• The impact of product and • price initiatives are well

understood• Price strategy

Strategy planning• Internal data

• Research• Customer segments

• Goals/objectives

• $xx NPV

Product concept generation• Develop concepts

• Test for fit with findings of Strategic Planning findings

Pre-technical scan of concepts• Customer testing

• Product attributes

• Price• Fit in Car Park Portfolio

Technical development• Budgets• Marketing Plan

• Operational Plans

Commercialise• Go live• Post Implementation Review

FacilityManaged



assessed for attractiveness• Customer needs understood• Products developed for segments• Communication plan in place• The impact of product and • price initiatives are well understood• Price strategy

FacilityManaged



assessed for attractiveness• Customer needs understood• Products developed for segments• Communication plan in place• The impact of product and

price initiatives are well understood• Price strategy

FacilityManaged



andassessed for

attractiveness• Customer needs understood• Products developed for

segments• Communication plan in place• The impact of product and • price initiatives are

well understood• Price strategy

— Optimise & Innovate

FacilityManaged

Focused

Optimise &Innovate

Manchester City Parking App 2013

— Optimise & Innovate• Business performance is optimised• Parking is an integrated part of the

customer journey • Experience focused• Customer engagement• Technology enabled• Benchmark best in class performance• Dynamic yield management • Well funded and resourced

FacilityManaged

Focused

Optimise &Innovate

Test &

Learn

— Optimise & Innovate• Business performance is

optimised• Parking is an integrated part

of the customer journey

• Experience focused• Customer engagement• Technology enabled• Benchmark best in class

performance• Dynamic yield management • Well funded and resourced

FacilityManaged

Focused

Optimise &Innovate

Customer Journey Touch pointsWhen and how can we communicate to customers during their journey

1. Pre-booking2. Booking 3. Travel to the airport4. At the airport (departures)5. During flight6. Land content7. Return Flight8. At the airport (arrivals)9. Travel from the airport10.At home



FacilityManaged

Focused

Optimise &Innovate


optimised• Parking is an integrated part

of the customer journey



FacilityManaged

Focused

Optimise &Innovate

Retain Upsell Win new

FacilityManaged

Focused

Optimise &Innovate


optimised• Parking is an integrated part of

the customer journey





FacilityManaged

Focused

Optimise &Innovate

Source: Apriso. Aberdeen Group


customer journey • Experience focused• Customer engagement• Data warehouse• Benchmark best in class performance• Dynamic yield management • Well funded and resourced

FacilityManaged

Focused

Optimise &Innovate


customer journey • Experience focused• Customer engagement• Technology enabled• Benchmark best in class performance• Dynamic yield management • Well funded and resourced team

FacilityManaged

Focused

Optimise &Innovate

It’s not just the big airports that are progressing on the journey.

Small airports areOptimising & Innovating too.

Does size matter?

It’s about mindset!!

Without understanding, or dedicating resources to a prior stage it will be difficult to be successfully master future stages

…but it’s possible to fast track

Can you miss a stage?

FacilityManaged


Does the journey stop there?

FacilityManaged


Continuously improve

FacilityManaged


The results

Source: http://enginegroup.co.uk/work/virgin-atlantic-heathrow-customer-experience

Thank you

Shane de Wit Parking and Traffic Consultants [email protected] Mobile 0455 579578

Airport Parking Development Journey FINAL

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