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

Tiffany Sanders, Samantha Flores and Melissa Hoelting
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Tiffany Sanders: Ontario International Airport, USA
Samantha Flores: Corgan, USA
Melissa Hoelting: Corgan, USA

Journal of Airport Management, 2024, vol. 19, issue 1, 33-56

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.

Keywords: passenger journey mapping; user experience; environmental quality; Ontario International Airport (ONT); wayfinding (search for similar items in EconPapers)
JEL-codes: M1 M10 R4 R40 (search for similar items in EconPapers)
Date: 2024
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