Template revised April 12, 2018.

COMMISSION

AGENDA MEMORANDUM

Item No.

BRIEFING ITEM

Date of Meeting

June 26, 2018

DATE: June 19, 2018

TO: Stephen P. Metruck, Executive Director

FROM: Michael Drollinger, Director – Business Intelligence

SUBJECT: Customer Experience and Business Intelligence at the Airport

EXECUTIVE SUMMARY

The purpose of this briefing is to share with the Commission how business intelligence tools are

leveraged by staff to support decision making, define strategy and focus resources with the goal

of best satisfying community needs as they relate to the services the Port of Seattle provides.

BACKGROUND

The Port of Seattle’s 5-year plan clearly articulates the organization’s mission and vision

statement as well as provides a set of supporting strategies and objectives. At the core of this

planning effort is a desire to create and perpetuate the appropriate community image, as well

as build and maintain the optimum constituent relationship by providing superior service

quality.

In that regard, image-wise, making Sea-Tac Airport “the West Coast Gateway of Choice” for

international travel; advancing the region as a “leading tourism destination / business gateway”

and relationship-wise, being perceived as “the top customer service airport in North America”

are specifically stated goals the Port of Seattle is focused on achieving strategically.

The Business Intelligence (BI) Department, an internal Port Center of Expertise (COE), was

created to collect, filter and, disseminate data insights across the organization. Today, BI’s role

has been expanded and refined with a more focused approach on (1) systematically and

proactively building an enterprise information support system which supplies timely and

accurate information, as well as (2) providing guidance in its application. Central to this effort is

the realization that there are organizational needs to prioritize limited resources, identify and

clearly understand choice options, gain consensus/agreement, and select solutions with the

greatest gain in achieving the Port’s stated goals.

Using select case studies, staff will illustrate how information curated by BI is not only

facilitating strategy development and resource prioritization, but also driving culture change.

Staff will also share efforts underway to create a powerful and innovative enterprise data

analysis and market research program that supports the need to understand what is and is not