Bespoke feedback system unveiled

Birmingham Airport has invested over £100k 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 Birmingham Airport by Realtimeknowledge.com, a company which specialises in operational reporting, to improve and advance the airport’s customer feedback process. Through the Voice of the Customer system, in-depth feedback is processed in real-time, and is sent directly to the customer experience team who are able to process any passenger comments or concerns immediately.

Feedback can be submitted through three different mediums, including; 59 instant feedback touch screens, ten QR codes which can be scanned with a mobile or tablet device, or written feedback which can be posted in any of the ten  designated post boxes. The written feedback is manually entered into a customer feedback system, enabling the customer experience team to detect any 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 desks, security, departure gates, washrooms, lounges as well as on-site car parks.

In January, the airport received 47,000 pieces of feedback in comparison to around 250 per quarter with the previous customer feedback method of standalone traditional written surveys.

Stuart Haseley-Nejrup, head of customer experience at Birmingham Airport, said: “Over the past year or so, we’ve been focused more than ever on making improvements to the passenger journey. Ensuring our passengers have the best experience possible is a priority for us - we want passengers to remember Birmingham Airport for all of the right reasons. The Voice of the Customer system will help us to do just this, allowing us to delve much deeper into feedback, quicker than ever before.

“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 improve. 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 from all 80 of the systems is currently being analysed 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.”