Airports Council International (ACI) World has launched the first ever Airport Service Quality (ASQ) barometer, which provides a snapshot of customer experience satisfaction levels with overall scores at a global and regional level.
ACI World will publish quarterly barometer reports enabling airports to measure the competition and gain invaluable insights to inform their own approach to improving the customer experience.
In 2017, more than half of the world’s 7.1 billion travelers passed through an ASQ airport. The barometer provides current data based on objective measurements derived from the ASQ Departures survey and the most relevant key performance indicators and categories for customers, including airport access, security, passport control and airport facilities.
Angela Gittens, director general, ACI World, said, “The development of the ASQ barometer was in direct response to members’ feedback that they need to be proactive in measuring their efforts against sound and objective data. Objective measurement and benchmarking are critical in driving performance in any business especially in such a competitive and dynamic industry such as ours. These quarterly reports will go a long way in helping inform airports and, in turn, encouraging them to strive for continued customer excellence in tangible ways that resonate with their customers.”
The barometer also incorporates ACI World’s passenger personas, which were developed in 2016 as a new approach to passenger profiling. ACI developed six key personas based on ASQ passenger data gathered from more than 550,000 travelers and 300 airports worldwide. The ‘sunlounge tourist’, for example, remains the largest segment of passenger type in airports (32.3%), while the ‘airport enthusiast’ is the most satisfied persona at 86.7%.