Knowing Your Customer in the Digital Age

Copenhagen Airports is Scandinavia’s biggest airport with 29 million passengers in 2016 and an ambition to grow to 40 million passengers a year. The way to that goal is through better passenger experience and happier customers .

Anyone racking their brains over ecommerce knows: good data is vital in getting a happy customer. Copenhagen Airports understands this and is working on a complete workaround of its digital customer experience.

As consumers, we all know the pleasures of finding a good Taxfree deal. But most airports make that good deal more of a random catch than a personalised experience that fits smoothly into the customer journey. This is no longer the case for passengers at Copenhagen Airports (CPH).

The customer journey wheel (see above) identifies all touchpoints, or contact moments between traveller and airport. In the flight search process, CPH uses profiling cloud software to collect data. Next comes travel preparation and taxfree shopping: all as stressfree as it can be. Product Information Management (PIM) enables smooth disclosure of product presentations in one central interface. Once at the airport, the airport app, wifi, and mobile points of sale (POS) engage the traveller even more. And after arrival at the destination it continues and eventually it starts all over again with booking or preparing for the next flight.

The main idea behind all this profiling, clouds and data management: to get under the skin of the customer. The more personal their airport experience becomes, the more appreciated they will feel and the more time and money they will spend.

Because in the end, don’t we all prefer to spend our money and time with friends who appreciate us for our unique personality?

• $7,3 million savings on Customer Service by improving online usability
• $5,9 million revenue growth, especially through shop.cph.dk
• 34 percent revenue growth on shop.cph.dk in 2015, mostly by integration of the different digital platforms (CPH.dk, loyalty program, parking site, app).
• 200 percent bigger average order value when combining offline with online shopping