End to end, Glasgow International Airport is demonstrating a COMMITMENT to enhancing customer experience. It’s easy to tell the difference between a half-hearted (follow the leader) type program and one which is has core business drivers fueling the effort. The biggest markers of a committed effort are:
INPUT | INVESTMENT | ACCOUNTABILITY
1. INPUT: It’s what distinguishes a goal driven program from a personal agenda. By undertaking both a thorough customer survey extending beyond basic CSat to defining a list of wants AND simultaneously holding staff focus groups to gather what ‘great service looks like to them’, Glasgow Airport has shown its intention to be driven by the realities of customers and the staff that seek to serve them.
2. INVESTMENT: Talk is cheap…but good CX programs are not. GIA is demonstrating its understanding of that fact by investing in extensive training programs and multimedia tools to enhance those efforts. By bringing in a HR specialist firm to support those efforts, an investment is being made to ensure that the program is much more than a half-hearted swipe at the challenge of delivering industry leading CX.
3. ACCOUNTABILITY: Measurement of effectiveness is one way to drive accountability but publishing your goals / standards for customers to see is an even more effective way of ensuring accountabilty. The Customer Charter for Glasgow International Airport puts the goals of CX and service front and center for customers too see and hold the airport and its staff accountable for.
Three markers — all of which show this is not a half-hearted weakly conceived initiative but a game changing business strategy driven by a desire to lead the industry in the area of CX.