Identifying the “Customer” in Customer Service
Creating a fresh agency-wide approach to
consistently engaging your key stakeholders
Stacey Stegman
Global Communications and Marketing
October 2013
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Denver International Airport
About DIA:
• More than 53 million
passengers
• 5th busiest in the U.S.
• 13th busiest in the world
• 180+ destinations
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Why Customer Service?
Desired Vision: America’s
favorite connecting hub, where
the Rocky Mountains meet the
world.
• New Strategic Plan
• Shift from Operational to
Customer Focused
• Meet long-term growth goals
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Customer Service
What is Customer Service?
• Definition varies by division
and job function
• Singular goal: “Winning the
Hearts of Our Customers”
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Define a Goal
DIA’s Strategic Plan calls for us to
become the first U.S. airport to obtain
a Skytrax 4-star rating by 2015 and
5-star rating by 2018
Customer segmentation
• Allows us to target specific groups
of customers effectively and
allocate
resources effectively and set
performance metrics
5
Identifying Customers
Who are our customers?
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Demographics
Wants and Needs
Lifestyles
Purchase Motivations
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Identifying Perceptions/Priorities
What is most important to our
customers?
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Business
Leisure
Connecting
Local
Families
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Identifying the Customer
Tools:
• Customer surveys
• Social media
analytics
Data:
• Age
• Gender
• Location
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Identifying the Customer
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Identifying Touchpoints
Points of contact with our customers:
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Parking attendants
Janitors
TSA
Ticket counters
Gate agents
Ambassadors
Shopping and dining
employees
10
Customer Relationship Management
Feedback is critical:
• Understand
problems
• Find solutions
• Create experiences
• Enlist partners
11
Listening
Social Media:
• @joe_hill: The Denver airport has the nicest smelling
public bathroom in America. Like entering a forest of
Christmas trees!
• @DENAirport near B22 there are birds living/nesting
and the bathrooms are quite dirty
• @EFergn8r The bathrooms smell really nice
@DENAirport. #justsayin
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Listening
Social Media:
• Where customers are
• What they are doing
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Engagement
Solving Problems:
• Real-time solutions
• Real-time feedback
• Better experience
@montdor - our provider can help. Contact @boingo or call (800)
880-4117 or email service@boingo.com bit.ly/1cl2rpx
From @boingo: @DENAirport @scottshimo Sorry to hear about your
connection issue. We'd be happy to help troubleshoot. What type of
device are you using?
@boingo @DENAirport Dell laptop with iPass Open Mobile. Bars are
flapping, can't maintain network address, internet drops or is slow...
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Engagement
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Define and Deliver
Define the experience
Determine how to deliver it
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Thank you
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