The Schiphol experience, building a seamless travel experience through Information &
In the current competition between European Airports, it is Schiphol Group’s ambition to become Europe’s preferred airport. To achieve this, Schiphol Group wants to excel on quality and passengers’ satisfaction through, amongst others, innovations. Price, features and services are no longer enough to differentiate from competitors. To create a new and lasting source of competitive advantage, organizations must manage the customer experience – how the customer experiences the brand at every interaction and in every channel. By defining a vision on the Customer Experience Management (CEM), Schiphol Group will be able to develop services and products to respond to each specific situation. It is a challenge to develop and maintain relationships with customers, particularly when a business possesses many different target groups, as is the case at Schiphol Group. Consequently, corresponding needs and offered solutions might differ for each of the different target groups. Besides, Schiphol Group concerns a series of travelling stages, which provokes different needs as well.
The domain ‘Information and Interaction’ (I&I) will contribute to maximizing the passenger experience and can be seen as a transversal theme, being closely connected with all travelling stages of the passenger. As became clear after research, many information sources are at hand for the passenger. The large amount of information often creates confusion and regularly the passenger is unaware of its existence. In addition, the interaction with the customer is an area in which many opportunities emerge for Schiphol.
Approach
It can be concluded that the road towards true CEM and its I&I solutions is still open to exploration and contains a tremendous amount of opportunities for future innovation. A vision on this topic will therefore be formulated in this graduation assignment, communicating a true passenger vision on the project. Amongst others, an internal analysis of Schiphol’s position on this topic will be executed. An external analysis will be performed in order to gain an understanding of the rapidly changing (digital) environment, including a competitor and trend analysis. A literature study and Passenger research will complement the analyses, to come to a solid vision on future I&I at Schiphol.
In the following idea generation phase, concrete proposals for I&I will be generated from now up until 2025. The ideas will be generated by means of brainstorms, observations and creative sessions.
The different time horizons (short-term to long-term) of the proposals will be translated into a roadmap for Schiphol.
Once a vision on CEM and a set of associated concrete propositions is developed, successful implementation remains a challenging task. Therefore, by the end of the project, suggestions on how to integrate the proposals into daily Schiphol practice are done.
Expected result
The following results are expected by the finalization of this project:
- A vision for the passenger journey 2025 on how to create a seamless travel experience for the passenger through the usage of I&I
- A roadmap with short term - long term I&I solutions
- A first perspective on how CEM and the I&I proposals can be implemented successfully in the current Schiphol Group structure
