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A data-driven approach to elevating airport experiences: Insights from Ontario International Airport’s journey mapping analysis

Author

Listed:
  • Sanders, Tiffany

    (Ontario International Airport, USA)

  • Flores, Samantha

    (Corgan, USA)

  • Hoelting, Melissa

    (Corgan, USA)

Abstract

At Ontario International Airport (ONT), elevating the customer experience goes beyond increasing operational efficiency. By using a comprehensive, data-driven approach to creating a customer journey map, ONT gains a clear and comprehensive understanding of a passenger’s experience throughout the airport. This paper identifies key problems, areas of success and opportunities for improvement, leading to informed decision making and strategic investments that elevate overall customer satisfaction. Readers will learn the purpose and application of a customer journey map, including how to identify critical touchpoints and visualise the user experience from start to finish. The paper also introduces behavioural science tools, such as retina-scanning glasses, which help benchmark current experiences and uncover gaps in service. Additionally, it highlights the role of data-driven insights in influencing future design strategies, considering spatial features, emerging trends, policy changes and technology integration. The paper describes how to analyse and prioritise recommendations across each touchpoint, fostering cross-organisational consensus and guiding strategic investments in enhancing the airport experience. This knowledge is vital for professionals looking to innovate in service and infrastructure improvements, ensuring a world-class experience for airport passengers.

Suggested Citation

  • Sanders, Tiffany & Flores, Samantha & Hoelting, Melissa, 2024. "A data-driven approach to elevating airport experiences: Insights from Ontario International Airport’s journey mapping analysis," Journal of Airport Management, Henry Stewart Publications, vol. 19(1), pages 33-56, December.
    • Handle: RePEc:aza:jam000:y:2024:v:19:i:1:p:33-56
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    More about this item

    Keywords

    passenger journey mapping; user experience; environmental quality; Ontario International Airport (ONT); wayfinding;
    All these keywords.

    JEL classification:

    • R4 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Transportation Economics
    • R40 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Transportation Economics - - - General
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General

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