1. Athens International Airport
Airport Shopper’s Digital Journey…
Presented by:
George Demetriades
Director Information Technology
& Telecommunications Business Unit
2. Passenger / customer experience must be distinctive
To provide a distinctive experience for customers, an
organization must unite around the goal of meeting
their true needs. Done well, the effort can power a
vast amount of innovation. (Boyarsky et al., 2016)
3. …find out what the passenger wants ; an easy task…
Needs
Wants Stereotypes
Emotions
4. …what do passengers say they need (the most ??)
SITA Passenger Trends Survey 2015
5. -5-
..we need to design a complete journey NOT touchpoints
Build an understanding of
what is working and what is
not.
Step back and identify the
nature of the journeys
customers take—from the
customer’s point of view.
Understand how customers
navigate across the
touchpoints as they move
through the journey.
Anticipate the customer’s
needs, expectations, and
desires during each part
of the journey.
Set priorities for the
most important gaps
and opportunities to
improve the journey.
6. -6-
Come to grips with fixing root-cause issues
and redesigning the journeys for a better
end-to-end experience
..and to fix root cause issues not resolve crises..
