Customer Engagement Blog

Pauline Hoogervorst                                                     Don Hiser
Director, Customer Services                                             Director, Consulting Services

 

Increasing Customer Airport Retail Spend 6

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Guest Contributor: Robert Cook, Principal and Managing Director, Blackstone Gates

Step 6: Customer Experience Management

Strategic management of customer experience demands attention to four themes:
     1.    Customer Profitability and Value
     2.    Managing Customer processes
     3.    Enhancing Customer relationships
     4.    Sustaining outstanding Customer performance

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Last Updated on Wednesday, 11 June 2014 18:22 Read more...

Increasing Customer Airport Retail Spend 5

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Guest Contributor: Robert Cook, Principal and Managing Director, Blackstone Gates

As airports struggle to provide competitive 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 create strategic advantage, enhancing their customer’s experience, thereby increasing their airport retail spend. This is the fifth of a series of six articles which outlines how airports can begin to increase airport retail spend by embracing a “Customer Engagement Model.”

Step 5: Offer Fulfillment & Redemption

The airport is required to operate in real-time, matching customer (traveler or passenger) needs. Airport ‘value offers’, are communicated via 2-way dialogue in airport terminals, via customer-defined touchpoints.

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Last Updated on Wednesday, 11 June 2014 18:22 Read more...

Increasing Customer Airport Retail Spend 4

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Guest Contributor: Robert Cook, Principal and Managing Director, Blackstone Gates

Step 4: Customer Dialogue

Transforming the way and means of communicating with a customer has changed. Today, customers choose to receive continuous personalized communications with their preferred brand or service.

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Last Updated on Wednesday, 11 June 2014 18:21 Read more...

Increasing Customer Airport Retail Spend 3

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Guest Contributor: Robert Cook, Principal and Managing Director, Blackstone Gates

As airports struggle to provide competitive 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 create strategic advantage, enhancing their customer’s experience, thereby increasing their airport retail spend. This is the third of a series of six articles which outlines how airports can begin to increase airport retail spend by embracing a “Customer Engagement Model.”

Step 3: Retail Offer Creation/Management

In a customer relationship, one overriding factor is that of ‘trusted brand’. Customers interpret ‘trust’ to mean: ‘What’s in it for me? What value do I get?’
“Value creation is the process of building unique customer experiences” and the key is remembering that the only person that determines value is the customer.

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Last Updated on Wednesday, 11 June 2014 18:21 Read more...

Increasing Customer Airport Retail Spend 2

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Guest Contributor: Robert Cook, Principal and Managing Director, Blackstone Gates

Step 2: Segmentation Analysis

Marketing involves numerous decisions concerning what products, services, and support should be offered to which customers, at what price, through which channels, and when. For these decisions to lead to success (measured for example in terms of customer loyalty and customer profitability) requires the marketing professional to develop an understanding of large volumes of complex data (possibly bog data).

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Last Updated on Wednesday, 11 June 2014 18:21 Read more...

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