Turkish Airlines asks passengers for instant feedback at check-in counter

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By Raymond Kollau, airlinetrends.com

Social media has provide passengers a powerful platform to voice their opinion on their travel experience. In a response, the airline industry is among the most pro-active sectors that monitor the online conversation.

Furthermore, instead of just waiting for passengers to share their experiences (both good and bad) online, several airlines have also started to encourage passengers to provide their feedback about the service they encounter in real-time.

KLM, Singapore Changi
For example, KLM has launched a mobile app that allows the airline’s passengers to give real-time feedback on how they perceived their experience at the airport. After downloading the KLM Feedback app, passengers first choose the airport they are currently at and then choose the area (check-in, lounge, boarding, arrival) and sub-area they want to rate. The rating consists of simply tapping a ‘thumps up’ or ‘thumbs down’ button, but passengers can also specify their rating with a comment.

Singapore’s Changi Airport has installed an instant feedback system at selected check-in desks, immigration counters, retail stores, dining outlets and washrooms. Passengers can rate frontline service staff or the level of cleanliness on a five-point scale using interactive touchscreens. They can also indicate what they like or dislike.

Turkish Airlines
Another recent example comes from Turkish Airlines, which last month implemented a customer satisfaction measurement system at its İstanbul hub in order to measure passenger perception of the check-in process at staffed desks in real-time.

The airline has placed survey devices – red and black-cased models to distinguish respectively Economy and Business Class service areas– on its check-in counters.

How it works
When the airport agent starts the check-in process, the survey device is activated and greets passengers by their surname. The welcome screen also shows the name of the serving agent and asks passengers to rate the service. Passengers can start the survey themselves by touching the sceen or alternatively a rating screen appears automatically when the check-in process is finished.

Currently, the survey consists of only one question – that is, whether the passenger would like to rate the service provided by the agent – in order not to slowdown the check-in queue. In the future, Turkish Airlines plans to ask questions such as “Which services do you want to see at the airport?” or “Which services do you think Turkish Airlines should improve the most?”

According to the airline, other upcoming enhancements to the system will include reporting of weather conditions, local time and other relevant information for the passenger’s destination. In the future, the system may also be integrated with the airline’s CRM system to allow extention of specific offers based on previously-established passenger preferences.

Performance measurement
Besides measuring passenger satisfaction, the system allows Turkish Airlines to measure individual agent performance in real time. Supervisors can see on their dashboard which check-in desks are open and which agent is working at each desk and changes in level of performance at check-in counters can make it necessary to intervene. Results can also be shared with the handling services contractor.

Futhermore, the data enables Turkish Airlines to calculate check-in process time per passenger, completed check-in count per employee, determine most-frequently used check-in desks, most preferred seat numbers or observe gender or family-based satisfaction and destination-based customer satisfaction rates.

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