ASQ Fieldwork Update - Granicus
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ASQ Fieldwork Update Steve Gentry Customer Experience and Operations Analyst Metropolitan Airports Commission October 19, 2015
Transcript of ASQ Fieldwork Update - Granicus
ASQ Fieldwork Update
Steve Gentry Customer Experience and Operations Analyst
Metropolitan Airports Commission
October 19, 2015
ASQ is one part of the Metropolitan Airports Commission
analytics program
Airport Service Quality Survey
Airports Council International
Airport & Airline On Time Performance
U.S. Department of Transportation Research Innovation and Technology Administration
(RITA)
Bureau of Transportation Statistics
Compliment & Complaint Database
Metropolitan Airports Commission
Airport Service Quality Survey
Airports Council International
Survey of Departing International Passengers
U.S. Department of Commerce International Trade Administration
Customs Wait Times
U.S. Department of Homeland Security
Customs and Border Protection
International Passenger Point of Origin
Diio Market Intelligence for the Aviation Industry
Compliment & Complaint Database
Airport Foundation MSP
Text Messaging
Real Time Engagement
Airport & Airline On Time Performance
U.S. Department of Transportation Research Innovation and Technology Administration
(RITA)
Bureau of Transportation Statistics
Compliment & Complaint Database
Metropolitan Airports Commission
Airport Service Quality Survey
Airports Council International
Survey of Departing International Passengers
U.S. Department of Commerce International Trade Administration
Customs Wait Times
U.S. Department of Homeland Security
Customs and Border Protection
International Passenger Point of Origin
Diio Market Intelligence for the Aviation Industry
Compliment & Complaint Database
Airport Foundation MSP
Text Messaging
Real Time Engagement U.S. Department of Commerce
National Travel & Tourism Office
Explore Minnesota
Visit Saint Paul
Rochester CVB
Bloomington CVB University of
Minnesota Airline
Managers Council
U.S. Customs & Border
Protection
Transportation Security
Administration
Airport Foundation MSP
Customer Service Action
Council
Meet Minneapolis
Metropolitan Airports
Commission
These programs provide information to a wide range
of internal and external customers
Airport & Airline On Time Performance
U.S. Department of Transportation Research Innovation and Technology Administration
(RITA)
Bureau of Transportation Statistics
Compliment & Complaint Database
Metropolitan Airports Commission
Airport Service Quality Survey
Airports Council International
Survey of Departing International Passengers
U.S. Department of Commerce International Trade Administration
Customs Wait Times
U.S. Department of Homeland Security
Customs and Border Protection
International Passenger Point of Origin
Diio Market Intelligence for the Aviation Industry
Compliment & Complaint Database
Airport Foundation MSP
Text Messaging
Real Time Engagement
Metropolitan Airports
Commission
The 2015-2017 Strategic Plan includes three Wildly Important Goals (WIGs): 1. Maintain MSP's Overall Satisfaction with the Airport ASQ score at 4.28 or better as we redesign and enhance the
customer experience through 2017.
(This will be a challenge given the significant construction that will be necessary to consolidate security checkpoints, improve Ticketing and Bag Claim facilities, and change out some four dozen food and retail venues at Terminal 1.)
2. Use implementation of MACpoint to improve internal MAC communications and collaboration and foster a single-enterprise culture by December 2017.
3. Support the long term financial viability of the reliever airports system by increasing new tenant aeronautical and non-aeronautical investments a minimum of $6 million by December 2017.
Within the MAC these programs provide data for planning and help develop strategies
What is ASQ? ASQ (Airport Service Quality ) is the world’s leading airport
customer satisfaction benchmark program owned and directed by Airports Council International.
Surveys are conducted every month to a specified sampling.
International auditing ensures compliance to prescribed survey fieldwork methodology.
Each participating airport receives the data from all other participating airports allowing it to identify best practice and to
measure its own performance.
ASQ Participating Airports Over 300 airports in more than 50 countries surveying over 550,000 passengers per year.
Limitations of ASQ
Tells you what happened in the past (lag measure), not what is happening now.
Tells you what happened, not why it happened.
Can not measure every aspect of the customer experience (this is why MAC has multiple data collection programs).
Intended to only provide a broad long-term view (trends).
What does ASQ measure? OVERALL SATISFACTION
Overall satisfaction with the airport Overall satisfaction with the airport: business pax Overall satisfaction with the airport: leisure pax
ACCESS Ground transportation to / from the airport Parking facilities Parking facilities value for money Availability of baggage carts / trolleys
CHECK-IN (AT THIS AIRPORT) Waiting time in check-in queue / line Efficiency of check-in staff Courtesy, helpfulness of check-in staff
SECURITY Courtesy and helpfulness of Security staff Thoroughness of Security inspection Waiting time at Security inspection Feeling of being safe and secure
FINDING YOUR WAY Ease of finding your way through airport Flight information screens Walking distance inside the terminal Ease of making connections with other flights
AIRPORT FACILITIES Courtesy, helpfulness of airport staff Restaurant / Eating facilities Restaurant facilities value for money
Availability of bank / ATM facilities / money changers
Shopping facilities Shopping facilities value for money Internet access / Wi-fi Business / Executive lounges Availability of washrooms / toilets Cleanliness of washrooms / toilets Comfort of waiting / gate areas
AIRPORT ENVIRONMENT Cleanliness of airport terminal Ambience of the airport
ARRIVALS SERVICES Arrivals passport and visa inspection Speed of baggage delivery service Customs inspection
Comprehensive Customer Experience
Airport Access
Finding Your Way
Food & Beverage
Airline Check-In
Gate Area
Security Checkpoints
Retail
Airport Facilities
Why do airports strive to quantify the customer experience?
The happier passengers are, the more they spend.
ASQ research suggests that on average,
an improvement of 0.10 (on a 5 point scale)
will lead to an increase of $0.80
per enplaned passenger of
non-aeronautical revenue
Internal Performance Metrics MSP current performance compared to our previous 2 years.
External Performance Metrics MSP current performance compared to our panel of 20 airports.
How MSP Uses ASQ Data
Seattle
San Francisco
San Diego
Salt Lake City Denver
Dallas Fort Worth
Atlanta
Detroit
Indianapolis
Boston Montreal
Toronto
St. Louis
Pittsburgh
Tampa
Columbus Cincinnati
Cleveland
Edmonton
2015 MSP ASQ Panel
4.11
Ground Transportation to / from Airport
4.26 4.37
4.21
Excellent
Very Good
Good
Fair
Poor
6
Parking Facilities
Parking Facilities Value for the Money
3.55
3.93 4.10
3.78
13
3.01
3.28
3.55
2.94
17
Value
Excellent
Very Good
Good
Fair
Poor
3.86 3.95
4.10 3.96
8
Availability of Baggage
Carts
Excellent
Very Good
Good
Fair
Poor Wait Time at Check-In
4.11 4.28
4.45 4.42 4
Efficiency of Check-In Staff
Courtesy & Helpfulness of Check-In Staff
4.36 4.42 4.54 4.53
2
4.39 4.46 4.54
4.48
5
Excellent
Very Good
Good
Fair
Poor Courtesy & Helpfulness of Security Staff
Feeling of Being Safe &
Secure
Wait Time at Security
Thoroughness of Security
4.15 4.24
4.32 4.24
7
4.20 4.28 4.33
4.24
8
3.93 4.05
4.18 4.24 4
2 Year High
4.29 4.36 4.44 4.41
4
Excellent
Very Good
Good
Fair
Poor Ease of Way Finding
Flight Information
Screens
Walking Distance
Ease of Making Connections with
Other Flights
4.30 4.35 4.40
4.30
12
4.33 4.39
4.44 4.41
6 3.61
3.74 3.83
3.66
18
3.92 4.00
4.15 4.06
14
Excellent
Very Good
Good
Fair
Poor Courtesy and Helpfulness of Airport Staff
4.33 4.38 4.43 4.36
6
Excellent
Very Good
Good
Fair
Poor Restaurants Restaurants Value for the
Money
4.02 4.13
4.18 4.18
1
#1 Panel
Ranking
3.27 3.38 3.50
3.45 8
Excellent
Very Good
Good
Fair
Poor Shopping Value for the
Money
Shopping
4.07 4.13
4.17
4.08
2
3.21 3.37
3.48 3.38
6
Excellent
Very Good
Good
Fair
Poor Availability
Bank / ATM
Money Changers
3.81 3.90 4.00
3.88
8
Excellent
Very Good
Good
Fair
Poor Internet Access /
Wi-Fi
3.72 3.85
4.05
3.48
16
Excellent
Very Good
Good
Fair
Poor Business / Executive Lounges
3.98 4.05 4.11
4.02
1
#1 Panel
Ranking
Excellent
Very Good
Good
Fair
Poor Restroom
Availability Restroom
Cleanliness
4.27 4.31 4.33 4.33
7
4.00 4.10
4.20 4.17
9 2 Year High
Excellent
Very Good
Good
Fair
Poor Comfort of Gate Area
3.92 4.05 4.10 4.04
7
Excellent
Very Good
Good
Fair
Poor Terminal
Cleanliness
4.35 4.38 4.42 4.33
6
Excellent
Very Good
Good
Fair
Poor Ambiance
4.16 4.19 4.22 4.20 5
Excellent
Very Good
Good
Fair
Poor Leisure
Passengers Overall
Satisfaction
Business Passengers
Overall Satisfaction
All Passengers
Overall Satisfaction
4.31 4.36 4.43 4.34
6 4.05
4.17 4.29
4.08
13
4.26 4.29 4.32 4.24
8
The 2015 - 2017 Strategic Plan Wildly Important Goal (WIG) #1: Maintain MSP's Overall Satisfaction with the Airport ASQ score at 4.28 or better as we redesign and enhance the customer experience through 2017. (This will be a challenge given the significant construction that will be necessary to consolidate security checkpoints, improve Ticketing and Bag Claim facilities, and change out some four dozen food and retail venues at Terminal 1.)
1.00
2.00
3.00
4.00
5.00Total
BusinessLeisureOther
Leisure & Other
Ground transportation
Parking
VFM: parking facilities
Baggage carts/trolleys
Check-in waiting time
Efficiency of staff
Courtesy of check-in staff
Inspection waiting time
Courtesy of inspection staff
Courtesy of security staff
ThoroughnessSecurity waiting time
Safe/secure feelingEase of finding wayFlight info screens
Walking distanceEase of connectionsCourtesy of airport staff
Eating facilities
VFM: Eating facilities
Bank/ATM/exchange
Shopping facilities
VFM: Shopping facilities
Internet
Lounges
Availability of washrooms
Cleanliness of washrooms
Comfort of waiting/gate areas
Terminal cleanliness
AmbiencePassport inspection
Baggage delivery speedCustoms inspectionBest in class (Customized Panel)Average (Customized Panel)MSP
Airport Service Quality
ASQ Fieldwork
MSP surveys 1,600 passengers annually using ASQ.
ASQ Fieldwork
Sample plan is designed to be representatively proportional to airline/destinations.
Each survey is conducted at the departure gates 30-45 minutes prior to scheduled departure.
Sample plan is based upon OAG seat load capacity and established by ACI / TNS Canada.
ASQ and NTTO Fieldwork Options
Option: ACI subcontract to a fieldwork
company as part of ASQ contract
PSA local fieldwork company Direct PSA’s with individual fieldworkers
Description:
ACI arranges ASQ survey fieldwork as an optional service. ACI has access to a
network of market research agencies that can conduct the survey fieldwork.
Bid fieldwork to a company to provide surveyors based upon MSP provided
scheduling.
Maintaining PSA with individual badged Travelers Assistance and/or retired MAC
employees.
*Budget line item cost: Highest costs Higher cost Lowest cost
MAC control of methodology: ACI provider controls process Good Excellent
Fieldworker badging: Will need to provide Will need to provide Already provided
MSP airport knowledge: None None Excellent
Scheduling flexibility: N/A Unknown at this time Excellent
NTTO fieldwork: Will not assume NTTO project Can manage both ASQ & NTTO Both ASQ & NTTO covered
MAC staff resources: Possible 30% reduction of analysts ASQ work No change No change
*Cost assumptions based upon ASQ Forum meetings
ASQ and NTTO Fieldwork Options
Option: ACI subcontract to a fieldwork
company as part of ASQ contract
PSA local fieldwork company Direct PSA’s with individual fieldworkers
Description:
ACI arranges ASQ survey fieldwork as an optional service. ACI has access to a
network of market research agencies that can conduct the survey fieldwork.
Bid fieldwork to a company to provide surveyors based upon MSP provided
scheduling.
Maintaining PSA with individual badged Travelers Assistance and/or retired MAC
employees.
*Budget line item cost: Highest costs Higher cost Lowest cost
MAC control of methodology: ACI provider controls process Good Excellent
Fieldworker badging: Will need to provide Will need to provide Already provided
MSP airport knowledge: None None Excellent
Scheduling flexibility: N/A Unknown at this time Excellent
NTTO fieldwork: Will not assume NTTO project Could manage both ASQ & NTTO Both ASQ & NTTO covered
MAC staff resources: Possible 30% reduction of analysts ASQ work No change No change
*Cost assumptions based upon ASQ Forum meetings
Why we use the current fieldwork team: Eight fieldworkers are Airport Foundation Travelers Assistance.
One is a retired MAC employee.
Already badged and very knowledgeable about MSP.
Doing this work because they value the success of MSP.
Envy of other airports conducting ASQ with 3rd party fieldworkers.
Allows MAC better control of surveyors.
Award winning fieldworkers.
ASQ Fieldwork
