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Service Designing
Delivering a service innovation
and improvement programme for
ANA airports
James Samperi | Director
Developed by Engine Service Design for Forrester
November 2012
The next 90 minutes

From boarding room to             Open discussions               Reflections
boarding gate
                                                                 Some principled approaches
A walk through a detailed         To understand your             to designing services from
Engine Case study exploring the   experiences and successes      our breadth of activity.
processes, outcomes and           under 3 areas of discussion.
challenges along the way.




                                             2!
Sharing challenges & successes

How have you made        What methods have you     What challenges have
the case for re-design   found to be effective in   you found in moving
or new services          embedding the customer    from ‘the data’ to
development in your      perspective in your       action?
organisations?           business?




                                     3!
4!
Engine


Intro slide




              5!
6!
Service design methods are
applicable to the development,
management and marketing of
services and can also be applied
to consider the organisations
and teams that design and
deliver them.
               7!
Application of service design methods within service organisations



   Service design methods can be considered to
   apply at four levels within service organisations.


                              Service organisation and teams

                         Enterprise model and proposition

                                     Service architecture

                                      Service experience
                                                 8!
Principle approach
       DISCOVER      DEFINE   DEVELOP      DELIVER




       INSPIRATION                      IMPLEMENTATION

                              9!
PART 1 Service Design as a means to
achieve business objectives




                    10!
ANA airports
 The publically owned airport operator that
 runs Portugal’s major airports.




                                              11!
Business Objectives


     •  To become a world leading hub and destination
        city
     •  To become a preferred destination for passenger
        connections
     •  To increase the value of the airport group by
        generating new forms of revenue
     •  To increase global performance and customer
        satisfaction against European standards
                              12!
Why Service Design?


    “We needed a good level of expertise in
    understanding passengers’ needs and expectations
    within the total travel experience, and at the same
    time could help us to translate that into usable and
    desirable services to be implemented at our
    airports”.
    Francisco V. Pita, Head of Marketing and Customer Service at Portuguese airport operator




                                                         13!
Project brief


     •  Identify and develop new services that increase
        ANA’s visibility to travelling passengers.
     •  Grow revenues.
     •  Set the standard for quality of service and build
        ANA’s service capability.
     •  Compete against other European hubs.


                               14!
Challenges


     •  “Our customers are the airlines”
     •  No one entity responsible for the passenger
        experience or services
     •  No internal service design experience or
        capability
     •  Regional differences
     •  Little passenger awareness of ANA

                              15!
Discussion (10 minutes)
How have you made the case for re-design or new
services development in your organisations?
•    What have you found to be successful?
•    What conditions have aided the cause?
•    What have been your major frustrations/ barriers?




                                           16!
PART 2 Understanding passengers needs
against the current service capability




                    17!
Insights for Service design

     We aimed to provide insight that would build an
     intricate picture of their passengers current
     experience and marry this to an understanding of
     the current capabilities and airport operating
     model.

     We wanted to identify the sweet spots for ANA to
     create value for themselves and their passengers by
     answering the question:

     What role does an airport play in the passengers
     experience?



                                             18!
19!
Insight to strategy
     DISCOVER          DEFINE        DEVELOP        DELIVER
                                        MAKING THE CASE


                                        •  Developing a passenger centred
                                     Phasestrategy that sets out a plan and
                                            2:!
   Developing a passenger services
                                     Developing new services and
                                           unlocks development budget.
   strategy!
                                     services management tools.!
                                        •  Demonstrate the scope for developing
                                           a differentiated set of services that suit
                                           the competitive environment.
                                           •  Convinces the board to invest

      6 MONTHS

                                     20!
Insight to strategy
     DISCOVER         DEFINE   DEVELOP        DELIVER
                                  MAKING THE CASE


                                  •  Developing a passenger centred
                               Phasestrategy that sets out a plan and
                                      2:!
                               Developing new services and
                                     unlocks development budget.
                               services management tools.!
                                  •  Demonstrate the scope for developing
                                     a differentiated set of services that suit
                                     the competitive environment.
                                     •  Convinces the board to invest

      6 MONTHS

                               21!
2 key questions

                                          ANA
                                        Experience



     What is a great set of                                              Service
                                                          How do we need to behave to be a
             Needs          Condition                                  guidelines
   experiences for passengers?                            service experience in the first place?




                                                     Passenger and visitor experience framework



                                            22!
Inside out and outside in

               What I value                     ANA
What I believe about my                                         How we                     The roles we
to be true     experiences of   What I need
                                              Experience       shape the The services we    play in your
about airports airports         today                         experience         provide        journey


                                                             Service         Service        Service
   Beliefs         Needs         Condition                  guidelines                       roles
                                                                              offer




                                                           Passenger and visitor experience framework



                                                  23!
ANA
                                                               What we provide & how we provide it




Capability

No responsibility    The importance   No inbuilt          Passenger       Services           The emotional
& accountability     of the human     responsiveness &    performance &   infrastructure     dimension of
for the experience   touch point      adaptability.       passenger       doesn’t support    travel is missing
                                                          ecology         commercial
                                                                          model


                                                                          Audit of the current service provision


                                                    24!
Passenger
What I need                                      Insight




                    Shadowing across multiple sites and visioning workshops
              25!
Passenger
                 What I need                                           Insight


Prepare me       Orientate me   Enable me   Indulge me          Save me



Passenger is active                                      Airport is active




                                                           Simplified spectrum of needs


                                    26!
Passenger
                         What I need                                    Insight
                                                     Time constraint




1_Empower the passenger
2_Improve Accessibility
3_Increase flexibility
4_Provide timely services
                                                                                          Tasks
5_Become responsive & active


                                             Group            Conditional model for understanding
                                                              passengers
                                       27!
Discussion (10 minutes)
What methods have you found to be effective in
embedding the customer perspective in your
business?
•    How do you embed the customer beyond market segmentation?
•    What methods of tools have been effective?
•    What are you’re successes and challenges?




                                        28!
PART 2 Translating insight into a
passenger services strategy




                     29!
Embedding insight into a design strategy

    We’ve helped move ANA from the insight we/
    they had gathered to translating this
    into a way of describing how the Service could
    begin to behave.

    We took the insights and turned them into a set
    of frameworks that allowed us to engage a whole
    cross section of the organisation to define a new
    passenger experience.




                                             30!
Insight to strategy
     DISCOVER         DEFINE   DEVELOP        DELIVER
                                  MAKING THE CASE


                                  •  Developing a passenger centred
                               Phasestrategy that sets out a plan and
                                      2:!
                               Developing new services and
                                     unlocks development budget.
                               services management tools.!
                                  •  Demonstrate the scope for developing
                                     a differentiated set of services that suit
                                     the competitive environment.
                                     •  Convincing the board to invest

      6 MONTHS

                               31!
Defining the role of the airport


     Passenger proposition at the centre of the service strategy


     Preparing you for travel.


                                              32!
Defining the role of the airport


     Passenger proposition at the centre of the service strategy



      Thank you
     Preparing you for travel.
               ADVISOR                  COMPANION                  HERO




                                              33!
Defining the role of the airport


     Passenger proposition at the centre of the service strategy



      Thank you
     Preparing you for travel.
                      G YOU
                            R                   S AND                     HOUL
                                                                               D
               ALISIN E OF                PLIFIE O YOUR
                                      SIM DS T                       YOU SIT AND
             ON
         PERSXPERIENC RT                   N          EED      SAVESNEED
            E ADVISOR                   COMPANION N
                                    RESPO HEN YOU                    HERO      LY
                   IRPO                 S W T TO                YOU DS QUICK
             THE A                 NEED      I                 RESP ON




                                              34!
Passenger                      ANA
             What I need                     What we provide & how we provide it




    ADVISOR                     COMPANION                      HERO




Prepare me       Orientate me    Enable me      Indulge me          Save me



Passenger is active                                          Airport is active



                                                               Simplified spectrum of needs


                                     35!
Moving to the ‘So what?’




                    Marrying the business objectives with the service roles


              36!
Co-creating solutions




                    Creating service concepts that help deliver the strategy

              37!
Concept development
                                  Hands free travel e.g. Locker & fast track services




Refresh & recharge spaces
                                  Smart Infrastructure e.g. Pocket Airport




                            38!
Passenger services
               ADVISOR                                       COMPANION                                        HERO




       Prepare me                 Orientate me                   Enable me                   Indulge me                Save me



       Passenger is active                                                                                  Airport is active

           Smart planning                                  Smart infrastructure                            Fast track plus
    e.g. Flight tracking and route planning        e.g. Families have a different journeys through         e.g. Fast Track my bags



        Stepped preparation                                Refresh & Recharge                           Mobile support teams
            e.g. timely information                        e.g. Adaptable, open lounges                    e.g. Baggage holding



                                                           Core competencies
                                              e.g. good passenger information and security experience




                                                                      39!
The service architecture
 Front office            Leisure offer                                  Service Marketing
                                                   Family offer       The configuration and marketing of services can allow
                     Business offer
                                                                     different groups to buy-in e.g. Families
                             Pocket Airport
                                                                     Services
                                                  Travel Totem
                    Open lounge                                      Stand-alone service offerings that allow ANA to deliver
                                                                     valuable airport services e.g. Flexible spaces

                            Live updates
                                                                     Features
        Entertainment screens                    Pre-booking         Individual components that together make up complete
                                                                     services, e.g. Pre-booking

                               ADVISOR                     HERO
                                                                     Service roles
                   COMPANION                                         The way ANA views and organises its service capability.
                                                                     Advisor Services, Companion Services and Hero

                       Lounges
                                             Trained Service teams   Enablers and capabilities
            WIFI                                                     The core elements that provide a platform for services to be
                                  Portuguese fresh food              configured and delivered.
Back office

                                                                     40!
The services management
                                                                            Head of services


                                                                           Strategy & insight


                        Including…   Business
                                                 Service
                                                marketing
                                                                Advisor        Companion           Hero
                                                            Product platform Product platform Product platform   IT   HR


                                                             PM       …       PM        …       PM       …

                                                                       Airport Service Managers

                                                                  Azores    Faro       Lisbon    Porto


The Passenger Service                                                       Front-Line Staff

Strategy made the business                                                     Passengers
case for investment with a
clear plan for development.

                                         41!
Discussion (10 minutes)
What challenges have you found in moving from
‘the data’ to action?
•    What successes have you had?
•    Why do you think you were successful?
•    What are the major barriers?




                                             42!
PART 3 Developing the service
specifications for implementation




                      43!
Programme of design and capability building

    After securing a vote of confidence from the board
    we were then asked to support a comprehensive
    programme of design development that would see
    us fixing the basics and developing a suite of brand
    new services.

    Through this programme of works we would be
    working to up-skill and brand new team that
    would manage the final implementation and
    management of the services.




                                             44!
Strategy to implementation
     DISCOVER       DEFINE
  PROGRAMME DESIGN AND                       DEVELOP            DELIVER
  DESIGN SPECIFICATION


  •  Running design projects
    Phase 1:! in a programme of
     concurrently                           Developing new services and
    Developingwould be piloted,
     works that a passenger services        services management tools.!
    strategy for the airport group.!
     assessed and implemented.
  •  Working within the organisation
     with a dedicated services
     management team.
  •  Building the capabilities for the on
     going management of service                   9 MONTHS
     quality.
                                             45!
Basics and value add

   SERVICE MANAGEMENT TOOLS         NEW SERVICE DEVELOPMENT




                   TRAINING AND CAPABILITY




                              46!
A team from across                                                       Board sponsor!
the organisation was
assigned to support    Steering Committee    Heads of Departments: !
and deliver the                              Lisbon airport, Porto Airport, Faro Airport, Azores
                                             Airport, Retail, Special Projects, IT, Marketing,
programme.                                   Communication!



                       Phase 1               • Human Resources!             • IT!
                       Conceptual            • Aviation Marketing !         • Strategic Marketing!
                       Executive Team        • Retail!                      • PR!
                                             • Parking!



                       Phase 2               A multidisciplinary team of aviation marketing, strategic marketing
                       Executive Team        and a new element to the company!




                       Operational          Service             Service              Service             Service
                                            Manager, LIS!       Manager, OPO!        Manager, FAO!       Manager, DAA!




                                                  47!
Parallel service design projects

                          ADVISOR                                       COMPANION                                        HERO




                  Prepare me                 Orientate me                   Enable me                   Indulge me                Save me




                      Smart planning                                  Smart infrastructure                            Fast track plus
               e.g. Flight tracking and route planning        e.g. Families have a different journeys through         e.g. Fast Track my bags

   Value Add
                   Stepped preparation                                Refresh & Recharge                           Mobile support teams
                       e.g. timely information                        e.g. Adaptable, open lounges                    e.g. Baggage holding




                                                                      Core competencies
                                                         e.g. good passenger information and security experience
     Basics

                                                                                  48!
Parallel service design projects

                          ADVISOR                                   COMPANION                                         HERO




                  Prepare me                 Orientate me                Enable me                   Indulge me                Save me




                                                                 GROUP                                                       PREMIUM
                      Smart planning MY
                                    AIRPORT
                                                               SERVICES infrastructure
                                                                   Smart                                          Fast track plus
                                                                                                                          SERVICES
               e.g. Flight tracking and route planning     e.g. Families have a different journeys through         e.g. Fast Track my bags

   Value Add                                                                                            FAMILY
                                                                                                       SERVICES
                   Stepped preparation                   PODS     Refresh & Recharge                         Mobile support teams
                       e.g. timely information                     e.g. Adaptable, open lounges                    e.g. Baggage holding




                                             PASSENGER            Core competencies             SECURITY
                       CUSTOMER            INFORMATION good passenger information and security experience
                                                     e.g.                                                            MEASURING
     Basics             SERVICE
                       GUIDELINES                          ENVIRONMENTS
                                                                                                                      SUCCESS




                                                                               49!
Service Design Specifications




                                50!
Service specification: PODs
Service specification: Green Way Plus




                                 52!
Service specification: Family services
Service Specification: My Airport




                                54!
Management tools: Security




                             Service Design guide for developing and managing third parties
                              55!
Strategy to implementation
     DISCOVER             DEFINE          DEVELOP            DELIVER
  IMPLEMENTATION


  •  Briefing individual partners with
    Phase 1:!
     specifications.
                                         Developing new services and
    Developing a passenger services
  •  Measuring success                   services management tools.!
    strategy for the airport group.!
  •  Supporting the Services
     development team during
     implementation.



                                                9 MONTHS

                                          56!
Propositions and communications




                              57!
Family services
Design of the Connect & Escape PODs
‘My Airport’ applications




                            60!
Have a nice day.



        61!

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Engine | Service development for ANA Airports

  • 1. Service Designing Delivering a service innovation and improvement programme for ANA airports James Samperi | Director Developed by Engine Service Design for Forrester November 2012
  • 2. The next 90 minutes From boarding room to Open discussions Reflections boarding gate Some principled approaches A walk through a detailed To understand your to designing services from Engine Case study exploring the experiences and successes our breadth of activity. processes, outcomes and under 3 areas of discussion. challenges along the way. 2!
  • 3. Sharing challenges & successes How have you made What methods have you What challenges have the case for re-design found to be effective in you found in moving or new services embedding the customer from ‘the data’ to development in your perspective in your action? organisations? business? 3!
  • 4. 4!
  • 6. 6!
  • 7. Service design methods are applicable to the development, management and marketing of services and can also be applied to consider the organisations and teams that design and deliver them. 7!
  • 8. Application of service design methods within service organisations Service design methods can be considered to apply at four levels within service organisations. Service organisation and teams Enterprise model and proposition Service architecture Service experience 8!
  • 9. Principle approach DISCOVER DEFINE DEVELOP DELIVER INSPIRATION IMPLEMENTATION 9!
  • 10. PART 1 Service Design as a means to achieve business objectives 10!
  • 11. ANA airports The publically owned airport operator that runs Portugal’s major airports. 11!
  • 12. Business Objectives •  To become a world leading hub and destination city •  To become a preferred destination for passenger connections •  To increase the value of the airport group by generating new forms of revenue •  To increase global performance and customer satisfaction against European standards 12!
  • 13. Why Service Design? “We needed a good level of expertise in understanding passengers’ needs and expectations within the total travel experience, and at the same time could help us to translate that into usable and desirable services to be implemented at our airports”. Francisco V. Pita, Head of Marketing and Customer Service at Portuguese airport operator 13!
  • 14. Project brief •  Identify and develop new services that increase ANA’s visibility to travelling passengers. •  Grow revenues. •  Set the standard for quality of service and build ANA’s service capability. •  Compete against other European hubs. 14!
  • 15. Challenges •  “Our customers are the airlines” •  No one entity responsible for the passenger experience or services •  No internal service design experience or capability •  Regional differences •  Little passenger awareness of ANA 15!
  • 16. Discussion (10 minutes) How have you made the case for re-design or new services development in your organisations? •  What have you found to be successful? •  What conditions have aided the cause? •  What have been your major frustrations/ barriers? 16!
  • 17. PART 2 Understanding passengers needs against the current service capability 17!
  • 18. Insights for Service design We aimed to provide insight that would build an intricate picture of their passengers current experience and marry this to an understanding of the current capabilities and airport operating model. We wanted to identify the sweet spots for ANA to create value for themselves and their passengers by answering the question: What role does an airport play in the passengers experience? 18!
  • 19. 19!
  • 20. Insight to strategy DISCOVER DEFINE DEVELOP DELIVER MAKING THE CASE •  Developing a passenger centred Phasestrategy that sets out a plan and 2:! Developing a passenger services Developing new services and unlocks development budget. strategy! services management tools.! •  Demonstrate the scope for developing a differentiated set of services that suit the competitive environment. •  Convinces the board to invest 6 MONTHS 20!
  • 21. Insight to strategy DISCOVER DEFINE DEVELOP DELIVER MAKING THE CASE •  Developing a passenger centred Phasestrategy that sets out a plan and 2:! Developing new services and unlocks development budget. services management tools.! •  Demonstrate the scope for developing a differentiated set of services that suit the competitive environment. •  Convinces the board to invest 6 MONTHS 21!
  • 22. 2 key questions ANA Experience What is a great set of Service How do we need to behave to be a Needs Condition guidelines experiences for passengers? service experience in the first place? Passenger and visitor experience framework 22!
  • 23. Inside out and outside in What I value ANA What I believe about my How we The roles we to be true experiences of What I need Experience shape the The services we play in your about airports airports today experience provide journey Service Service Service Beliefs Needs Condition guidelines roles offer Passenger and visitor experience framework 23!
  • 24. ANA What we provide & how we provide it Capability No responsibility The importance No inbuilt Passenger Services The emotional & accountability of the human responsiveness & performance & infrastructure dimension of for the experience touch point adaptability. passenger doesn’t support travel is missing ecology commercial model Audit of the current service provision 24!
  • 25. Passenger What I need Insight Shadowing across multiple sites and visioning workshops 25!
  • 26. Passenger What I need Insight Prepare me Orientate me Enable me Indulge me Save me Passenger is active Airport is active Simplified spectrum of needs 26!
  • 27. Passenger What I need Insight Time constraint 1_Empower the passenger 2_Improve Accessibility 3_Increase flexibility 4_Provide timely services Tasks 5_Become responsive & active Group Conditional model for understanding passengers 27!
  • 28. Discussion (10 minutes) What methods have you found to be effective in embedding the customer perspective in your business? •  How do you embed the customer beyond market segmentation? •  What methods of tools have been effective? •  What are you’re successes and challenges? 28!
  • 29. PART 2 Translating insight into a passenger services strategy 29!
  • 30. Embedding insight into a design strategy We’ve helped move ANA from the insight we/ they had gathered to translating this into a way of describing how the Service could begin to behave. We took the insights and turned them into a set of frameworks that allowed us to engage a whole cross section of the organisation to define a new passenger experience. 30!
  • 31. Insight to strategy DISCOVER DEFINE DEVELOP DELIVER MAKING THE CASE •  Developing a passenger centred Phasestrategy that sets out a plan and 2:! Developing new services and unlocks development budget. services management tools.! •  Demonstrate the scope for developing a differentiated set of services that suit the competitive environment. •  Convincing the board to invest 6 MONTHS 31!
  • 32. Defining the role of the airport Passenger proposition at the centre of the service strategy Preparing you for travel. 32!
  • 33. Defining the role of the airport Passenger proposition at the centre of the service strategy Thank you Preparing you for travel. ADVISOR COMPANION HERO 33!
  • 34. Defining the role of the airport Passenger proposition at the centre of the service strategy Thank you Preparing you for travel. G YOU R S AND HOUL D ALISIN E OF PLIFIE O YOUR SIM DS T YOU SIT AND ON PERSXPERIENC RT N EED SAVESNEED E ADVISOR COMPANION N RESPO HEN YOU HERO LY IRPO S W T TO YOU DS QUICK THE A NEED I RESP ON 34!
  • 35. Passenger ANA What I need What we provide & how we provide it ADVISOR COMPANION HERO Prepare me Orientate me Enable me Indulge me Save me Passenger is active Airport is active Simplified spectrum of needs 35!
  • 36. Moving to the ‘So what?’ Marrying the business objectives with the service roles 36!
  • 37. Co-creating solutions Creating service concepts that help deliver the strategy 37!
  • 38. Concept development Hands free travel e.g. Locker & fast track services Refresh & recharge spaces Smart Infrastructure e.g. Pocket Airport 38!
  • 39. Passenger services ADVISOR COMPANION HERO Prepare me Orientate me Enable me Indulge me Save me Passenger is active Airport is active Smart planning Smart infrastructure Fast track plus e.g. Flight tracking and route planning e.g. Families have a different journeys through e.g. Fast Track my bags Stepped preparation Refresh & Recharge Mobile support teams e.g. timely information e.g. Adaptable, open lounges e.g. Baggage holding Core competencies e.g. good passenger information and security experience 39!
  • 40. The service architecture Front office Leisure offer Service Marketing Family offer The configuration and marketing of services can allow Business offer different groups to buy-in e.g. Families Pocket Airport Services Travel Totem Open lounge Stand-alone service offerings that allow ANA to deliver valuable airport services e.g. Flexible spaces Live updates Features Entertainment screens Pre-booking Individual components that together make up complete services, e.g. Pre-booking ADVISOR HERO Service roles COMPANION The way ANA views and organises its service capability. Advisor Services, Companion Services and Hero Lounges Trained Service teams Enablers and capabilities WIFI The core elements that provide a platform for services to be Portuguese fresh food configured and delivered. Back office 40!
  • 41. The services management Head of services Strategy & insight Including… Business Service marketing Advisor Companion Hero Product platform Product platform Product platform IT HR PM … PM … PM … Airport Service Managers Azores Faro Lisbon Porto The Passenger Service Front-Line Staff Strategy made the business Passengers case for investment with a clear plan for development. 41!
  • 42. Discussion (10 minutes) What challenges have you found in moving from ‘the data’ to action? •  What successes have you had? •  Why do you think you were successful? •  What are the major barriers? 42!
  • 43. PART 3 Developing the service specifications for implementation 43!
  • 44. Programme of design and capability building After securing a vote of confidence from the board we were then asked to support a comprehensive programme of design development that would see us fixing the basics and developing a suite of brand new services. Through this programme of works we would be working to up-skill and brand new team that would manage the final implementation and management of the services. 44!
  • 45. Strategy to implementation DISCOVER DEFINE PROGRAMME DESIGN AND DEVELOP DELIVER DESIGN SPECIFICATION •  Running design projects Phase 1:! in a programme of concurrently Developing new services and Developingwould be piloted, works that a passenger services services management tools.! strategy for the airport group.! assessed and implemented. •  Working within the organisation with a dedicated services management team. •  Building the capabilities for the on going management of service 9 MONTHS quality. 45!
  • 46. Basics and value add SERVICE MANAGEMENT TOOLS NEW SERVICE DEVELOPMENT TRAINING AND CAPABILITY 46!
  • 47. A team from across Board sponsor! the organisation was assigned to support Steering Committee Heads of Departments: ! and deliver the Lisbon airport, Porto Airport, Faro Airport, Azores Airport, Retail, Special Projects, IT, Marketing, programme. Communication! Phase 1 • Human Resources! • IT! Conceptual • Aviation Marketing ! • Strategic Marketing! Executive Team • Retail! • PR! • Parking! Phase 2 A multidisciplinary team of aviation marketing, strategic marketing Executive Team and a new element to the company! Operational Service Service Service Service Manager, LIS! Manager, OPO! Manager, FAO! Manager, DAA! 47!
  • 48. Parallel service design projects ADVISOR COMPANION HERO Prepare me Orientate me Enable me Indulge me Save me Smart planning Smart infrastructure Fast track plus e.g. Flight tracking and route planning e.g. Families have a different journeys through e.g. Fast Track my bags Value Add Stepped preparation Refresh & Recharge Mobile support teams e.g. timely information e.g. Adaptable, open lounges e.g. Baggage holding Core competencies e.g. good passenger information and security experience Basics 48!
  • 49. Parallel service design projects ADVISOR COMPANION HERO Prepare me Orientate me Enable me Indulge me Save me GROUP PREMIUM Smart planning MY AIRPORT SERVICES infrastructure Smart Fast track plus SERVICES e.g. Flight tracking and route planning e.g. Families have a different journeys through e.g. Fast Track my bags Value Add FAMILY SERVICES Stepped preparation PODS Refresh & Recharge Mobile support teams e.g. timely information e.g. Adaptable, open lounges e.g. Baggage holding PASSENGER Core competencies SECURITY CUSTOMER INFORMATION good passenger information and security experience e.g. MEASURING Basics SERVICE GUIDELINES ENVIRONMENTS SUCCESS 49!
  • 55. Management tools: Security Service Design guide for developing and managing third parties 55!
  • 56. Strategy to implementation DISCOVER DEFINE DEVELOP DELIVER IMPLEMENTATION •  Briefing individual partners with Phase 1:! specifications. Developing new services and Developing a passenger services •  Measuring success services management tools.! strategy for the airport group.! •  Supporting the Services development team during implementation. 9 MONTHS 56!
  • 59. Design of the Connect & Escape PODs
  • 61. Have a nice day. 61!