Birmingham unveils feedback system

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Birmingham Airport has invested over £100,000 (US$128,000) in a bespoke customer feedback system available in 80 different locations across the airport site.

The system, dubbed the ‘Voice of the Customer’, has been created for the airport by Realtimeknowledge.com, a specialist in operational reporting, to improve and advance the customer feedback process. Through the Voice of the Customer system, in-depth feedback is processed in real time, and sent directly to the customer experience team so that passenger comments or concerns can be processed immediately.

Feedback can be submitted through three different mediums: 59 instant feedback touchscreens; 10 QR codes, which can be scanned with a cell phone or tablet; and feedback forms, which can be filled out and posted in any of the 10 designated post boxes. The written feedback is manually entered into a customer feedback system, enabling the customer experience team to detect trends or areas in need of immediate improvement.

Focusing on key passenger touchpoints, all three types of feedback are strategically located in areas such as check-in, security, departure gates, washrooms, lounges, as well as in on-site car parking areas.

Stuart Haseley-Nejrup, head of customer experience at Birmingham Airport, said, “The uplift in feedback since implementing the system has given us invaluable information to create great experiences for our customers, as well as highlighting any friction points across the customer journey for us to make improvements to. What’s more, with the Voice of the Customer system being live, our customer experience team can react in the moment to offer service recovery if a certain area of the terminal falls below satisfaction levels set – something we haven’t been able to do until now.

“The data gathered is being analyzed to build a mid- to long-term customer strategy, with the aim of creating a frictionless customer journey, which is easy and accessible for all,” he added.

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Tara has worked for UKi Media & Events since 2013, initially as a freelancer. She has been a journalist for over a decade and has worked for a range of publications, including Personnel Today, Management Today and The Grocer.

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