Airport Customer Service Overview Briefing
June 11, 2019
Julie Collins, Director
AV Customer Experience &
Brand Strategy
Item No. 7a supp
Meeting Date: June 11, 2019
AV Customer Service Department Background
• AV Managing Director established the department in May 2018
to create a more intentional focus on improving the customer
experience at SEA
• Primary functions include:
– Front-line customer service representatives (Pathfinders, Volunteers)
– Communications
– Airport-wide training & recognition programs
– Airport Lost & Found Office contract
– Conveying the customer’s perspective in decisions and discussions
across the airport
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CS leads an airport-wide team in developing and executing
strategies to improve customer satisfaction rankings
• Key Benchmark: Airport Service Quality Survey
– International (320 Airports in 80 countries); 25 Peer Airports
– 2500 passengers surveyed quarterly; 28 key attributes
– Six focus areas at SEA: washroom cleanliness, Wi-Fi, security
screening, staff courtesy, wayfinding, and comfort at gate hold rooms
• Skytrax has a prestigious five-star rating system for airports and airlines;
also conducts stand-alone comprehensive reviews ; Dec. 2018 review
• J.D. Power Survey: high consumer recognition; #13 of 20 peer airports
Customer Satisfaction Measurements
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Customer Satisfaction Measurements
2019 Aviation Division Goal:
Attain and exceed the five-year average ASQ scores for at least two of the
six key service attributes
Recent Wi-Fi Improvements:
• Installing access points to expand coverage
• Eliminated log-in requirement and
increased time before session timeout
ASQ Score: 5 Year Avg. – 3.82 2019 Q1 – 3.85
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ASQ Focus: Staff Courtesy and Helpfulness
Improvements Underway:
• Customer Service Training Curriculum:
- Over 58% of POS airport staff have participated in
WE ARE SEA customer service classes in 2019
- Several external stakeholders are also being trained (e.g. TSA)
- Dedicated “train the trainer” staff cohort
• Hired Pathfinder Manager
• Hiring Volunteer Coordinator to grow the 20-year program;
Currently have 80 dedicated volunteers with potential for more
• Increasing engagement with AV Operations and customer service
contract staff (VIP Hospitality) in Federal Inspection Services area
ASQ Score: 5 Year Avg. – 4.27 2019 Q1 – 4.28
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Customer Experience Initiatives & Programs
Internal & External Stakeholder Groups:
• Customer Service Excellence Action (SEA) Team
- Engaged in program development: WE ARE SEA training and an
airport-wide employee recognition program (launching in late 2019)
• Sea-Tac Frequent Traveler Committee
• S.M.I.L.E.S.: Sensational Art, Music, Immersive Innovations,
Live Performances, Eating & Seating
• Wayfinding Roundtable
• SEA App Coordination
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Airport-Wide Customer Experience Initiatives
Short-term & long-term improvements needed to improve
customer satisfaction:
• Restrooms: upgrades, janitorial, pilots (lights), apps, accessible
• Amenities: nursing suites, pet relief areas, meditation rooms,
play areas, accessibility features, lounges, art displays
• Hold Rooms: new carpet, new seats w/power (B & C)
• Airport Dining & Retail: diverse offerings, app ordering
• Expanded Terminal Events: holiday parade, Lunar New Year
• Customer Service: information “hubs”, baggage claim wait area
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Customer Experience Initiatives & Programs
• Seattle-Tacoma International Airport Brand Strategy
- Developing a distinct airport brand to create clear expectations for the customer
and to differentiate SEA in the marketplace
- The official name remains unchanged - will appear on major airport signage; no
changes for local vernacular of “Sea-Tac” (e.g. I-5 signage)
- Increased use of historic airport code “SEA” (e.g. on-line uses such as SEA App)
- Continued engagement with stakeholders; Late-fall timing for introduction
• Improving and expanding customer communication tools:
- Real-time engagement with customers via social, responding to phone calls and
inquiries via e-mail and web site; close coordination with External Relations
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Customer Service Overview
QUESTIONS?
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