Passenger Experience Index sm Part 2: Components Defined
Overarching Goals of the PEI
- Help prove the business value of determining an Index.
- Make the Index a live, interactive process.
- Benchmark with/against other aviation industry stakeholders.
- Design breakthrough interactions.
- Lead a passenger experience transformation.
Top Level Components of the PEI
Don’t confuse Ops requirements with PEI- should be seamless and do not require integrated IT plans and architectures. The PEI is predicated on a multi point, cloud based services model where no one vendor can “own” the platform.
The PAX Taxonomy must extend through all services assuming that most are demanding the facilitation of smart phone devices, laptops and telephones. Airports still need to provide connected devices to AP web sites, directories and provide signage as per ASQ initiatives.
We will devise a scale of adoption of these domains and then render an index of where an airport stands today – this will help them prioritize initiatives in support of the top 2 revenue drivers as previously outlined.
According to Forrester’s recent report there are about 53.8 Million socially engaged eBusiness travelers in the US alone.
If we take the Social Media component as the “lowest common denominator” of responses (since they are horizontally abstracted from any one Travel component), we can derive some meaningful objectives.
- Are they up or down over a given period? Have they increased the number of ReTweets, @mentions and Fans? Have feedback loops such as ratings and reviews increased in all segments or just a few?
- Passenger Issue Resolution Time: have passengers been able to resolve issues via Peer to Peer assistance? Searching Forums, #airporthelp etc. to allow passengers to self rectify many identified issues without having to create a net new inbound inquiry. This creates new “channel crossover” reductions.
- Services meeting needs as required: can the passengers intuitively find obvious services as they need them as a priority?
- Providing retail and services with attribution and correlation: can the passenger delineate between blatant upgrade attempts and perceive their problems as opportunities to help before offering a cross-sell suggestion?
- Living nature of Social Media to create policies: The PEI should not be a static Index of stagnant data and time stamped insights. The conversation never ends and the passenger runs the program.
Will the PEI be academically correct?
Our basic premise is to present the PEI as a collaborative process and create an open source view of it's application over time. With more stakeholders adding to the development, we feel it's usefulness will continue to thrive, thus benefitting the passenger and aviation industry in unison.
Our initial development of the live PEI will include assistance from a group of 10 participating airports, airlines and some social media metrics and monitoring firms. This is the First group running now.
If you would like to participate in the Second group in September, let us know.
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