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).
It starts with a stressfree customer
“It is easy to view CPH as a benchmark of innovation among Europe’s airports,” wrote Airportbusiness.com in 2015. In the years before, a new seamless integration of offline with online taxfree shopping had just been implemented (by Valtech), allowing travellers to browse taxfree shops online, stressfree from their own sofa. Purchased items could then be picked up from the terminal shopping area. Without the hassle of waiting or being in a hurry to go to the gate.
Know what they want
But as Copenhagen Airports has set its digital ambitions high, they want to take it further. Much further. In the digital age, the good old ‘know your customer’ translates into knowing precisely who needs what at which moment in time. Together with Valtech, CPH designed a smooth and personalised omni-channel customer journey, offering opportunities for increasing engagement time and thus business opportunities.
Every touch point an opportunity
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?
Key results from customer journey mapping
- $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
The great work and the great results that Copenhagen Airports and Valtech have achieved, have been recognized on several fronts including getting awarded at Danish Digital Awards 2016 in the categories: Platforms & Systems and Building Business.
About Copenhagen Airports
- Copenhagen Airports is Scandinavia’s biggest airport
- It handled 26.6 million passengers 2015
- 3.8 percent growth as compared to 2014
- Ambition: growth to 40 million passengers a year
- Strategy: better passenger experience, happier customers