Double-digit NPS growth for the airport’s customer experience tested in Living Labs
Schiphol | Customer Experience Innovation
| Client
Schiphol
| Project Length
12 Months
Situation
In order to contribute to Schiphol’s ambition to become Europe’s Preferred Airport, the Customer Experience department (Schiphol CX) focuses on accelerating the innovation towards a great Passenger Experience. A busy airport with global travelers 24/7 and an intricate journey from entrance to departure.
Challenge
To really make an impact for the passengers, we were in need of a way of working that catered to Schiphol’s organizational needs. This meant working in a focused, connected and evidence-based way We achieved these goals by using Living Labs: test environments in the terminal where we test new concepts live with passengers.
Solution
The Schiphol PX Method - A method that enabled the project team to identify high impact passenger needs through Design Thinking methods. Additionally, it allowed us to develop products and services together with internal and external experts, based on passengers Experience Principles, and swiftly test them by running experiments in the terminal with passengers in our Living Labs.
Impact
The testing at the Living Labs enabled us, in a relatively small setting, to discover up to what extent an intervention improves the Passenger Experience before Schiphol-wide implementation. This gave the organization the assurance to proceed with implementation. By NPS-based evidence proving what works and what doesn’t, the team achieved double-digit growth in NPS at the security journey.
How it all started
In order to contribute to Schiphol’s ambition to become Europe’s Preferred Airport, the Customer Experience department (Schiphol CX) focused on accelerating the innovation towards a great Passenger Experience.
Research
The emotional journey from arriving at the airport to boarding the plane.
Although a customer journey existed, we needed deeper and contextual information about the why behind passenger’s feelings and emotions at the airport. For that, we conducted in-depth interviews to identify the struggles, pains and emotional states of passengers on their airport journey.
Tools used: in-depth interviewing
Design
Principle-based intervention brainstorm & design
Based on research insights, emotional principles for the passenger were defined. Following, we brainstormed together with several internal and external stakeholders to generate principle-based interventions in the customer journey, with a focus on security and hygiene.
Tools used: 4-cycle brainstorm canvas, pitch cards, customer journey
Experiment & Validate
Serial experimenting and validation of the best journey
By making a small group of passengers undergo the “Living Lab” experience and another group the “normal” experience (both measured with Net Promoter Score), the real-life impact can be quantified and compared. This makes for our method to be data-driven, which helps us to make better decisions.
User research often comes down to surveys that yield big amounts of data. However, surveys leave no room to ask your user “why?”. The small setup of our Living Labs enabled us to go beyond the obvious by asking our Passengers “why?”, to really understand them.
Tools used: Experiment cards, experiment design, Living Labs
Result
Double-digit NPS increase at the Living Lab Security, and the confidence to expand and launch other Labs across the Passenger Journey.
Project Team
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