Feedback on the passenger experience at Nice Airport
For the majority of us, airports are often places where boredom is felt. Between dropping off suitcases, security checks, waiting before boarding and knowing that it is generally advisable to get there between 2 to 3 hours before take-off: the time can quickly become long and alter the passenger experience. Faced with this observation and in order to better meet travellers’ expectations, the various transport hubs are modernizing to satisfy users during this essential stage.
The use of customer data in the passenger experience
If the question of the use of personal data is often addressed, and all the more so with the future General Data Protection Regulation, a European text which will come into force in May 2018, it must be understood that it is in the interest of all brands to take care of this data capital. If there were sometimes vagueness on this management for the end user, the various actors will gradually succeed in better segmenting their populations to deliver, to each one, more relevant information.
Thus, as Alain Simard, Data Management Manager for the Aéroports de la Côte d’Azur group, can explain, “we do not deliver communication to a person who has not authorized it.”
In this new approach to communication, in accordance with the future European regulations, lies the whole point of creating and capitalizing on a leading passenger experience. It is becoming imperative for brands, public places, etc. to take into account the expectations of their customers in order to provide them with services in return that will significantly improve their experience in real time as well as their long-term relationship with the brand.
Passenger experience and customer relations
With the democratization of New Information and Communication Technologies, consumers have gradually been able to take back the reins in their relationship with brands. Thus the old communication and marketing models now take into account new elements and ways of acting to enrich these theories. The ZMOT (Zero Moment Of Truth) and the UMOT (Ultimate Moment Of Truth) have come to complete the schemes of the companies to conquer new customers.
But beyond these new strategies, new fundamental trends such as Design Thinking aim to put the end user back at the heart of the thought process in order to offer real value-added services. It is the will of Alain Simard and the teams of Aéroports de la Côte d’Azur to use Technology to offer a service and information layer capable of delivering a quality passenger experience.
