Knowing that many factors beyond their control affect customers’ experiences of airports, an international air carrier client wanted to understand what experiential factors had the power to improve or worsen flyers’ experiences significantly. The client needed to identify the most important amenities and experiences to inform an “airport experience” strategy.
Using mobile ethnography, airline customers were given a series of questions to answer at each stage of their customer journey. With their smartphones, they could document what delighted and disappointed them, gather input from friends and family traveling with them, and give us an eye into what makes or breaks the journey.
The approach led to the identification of airport “scorecards” used to negotiate terminal amenities and proactively address negative experiences. Airports can be “scored” on the important factors, and the airline can advocate on behalf of customers to improve the flight experience.