quality service - international civil aviation...

1

Strategic Airport Management Programme9-13 April 2007

Quality ServiceQuality Service

��

��

��


OutlineOutline�� Concept of Quality ServiceConcept of Quality Service�� Service ValuesService Values�� Airport Quality Service ManagementAirport Quality Service Management�� Quality Service Management CampaignsQuality Service Management Campaigns�� ISO CertificationISO Certification

2


Concept of Quality ServiceConcept of Quality Service��Quality Service is achieved Quality Service is achieved

when service delivery when service delivery consistently meets and consistently meets and exceeds customers exceeds customers satisfactionsatisfaction

�� It involves looking into the:It involves looking into the:�� Hardware (Infrastructure)Hardware (Infrastructure)�� Software (People/Service)Software (People/Service)

��Service Quality Statement for Service Quality Statement for purposes of communicationspurposes of communications�� ““To be the best and friendliest To be the best and friendliest

airport in the worldairport in the world””


““FACEFACE””FlexibleFlexibleAttentiveAttentiveCourteous Courteous EfficientEfficient

““GSTGST””Greet, Smile and ThankGreet, Smile and Thank

ChangiChangi’’ss Service ValuesService Values

3


Service Service –– Ensuring Contact QualityEnsuring Contact Quality��Mindful of the Mindful of the

processes and the processes and the people and agency people and agency involved through the involved through the entire service chainentire service chain�� ArrivingArriving�� DepartingDeparting�� Transfer/TransitTransfer/Transit


Departure ProcessDeparture Process

CheckCheck--in /Get Boarding in /Get Boarding PassPass

Boarding Pass CheckBoarding Pass Check

Shops / FacilitiesShops / Facilities

Gatehold Room Security ScreeningGatehold Room Security Screening

Boarding PassBoarding Pass

Board FlightBoard Flight

Ground HandlersGround Handlers

PolicePolice

ImmigratiImmigrationon

PolicePolice


ConcessionairesConcessionairesAirport StaffAirport Staff

Passport CheckPassport Check

4


Arrival ProcessArrival Process

ShopsShops

Baggage ClaimBaggage Claim

Customs CheckCustoms Check

TransportTransport

ImmigrationImmigration

Customs and ExciseCustoms and Excise

ConcessionairesConcessionaires

Passport CheckPassport Check


Transit / Transfer ProcessTransit / Transfer Process

Ground Ground HandlersHandlersConcessionairesConcessionaires Transfer DeskTransfer DeskShopsShops

Gatehold Room Security ScreeningGatehold Room Security Screening

Boarding PassBoarding Pass

Board FlightBoard Flight

PolicePolice


5


MultiMulti--Agency Environment at AirportAgency Environment at Airport

Government Agencies• Aviation Authority• Immigration• Customs & Excise• Airport Police

Other Agencies� Airport Operator� Airlines� Ground Handlers� Concessionaires� Contractors

Service chain involve many government and nonService chain involve many government and non--government agenciesgovernment agencies


Quality Service ManagementQuality Service Management��Quality Service Management must be coordinated Quality Service Management must be coordinated

and involve every organisation in the airport and involve every organisation in the airport (inclusive management)(inclusive management)

�� Involve Airport CommunityInvolve Airport Community�� government agenciesgovernment agencies�� ground handling agentsground handling agents�� AirlinesAirlines�� ground transport agencies etcground transport agencies etc

��Evaluate service transaction in Evaluate service transaction in paxpax process flowprocess flow

6


Quality Service Management Quality Service Management ��Setting quality goals Setting quality goals ��Controlling qualityControlling quality�� Improving qualityImproving quality

�� Commitment by top managementCommitment by top management�� Quality Service Quality Service programmesprogrammes


Setting Quality GoalsSetting Quality Goals��Set Performance Set Performance

Standards for each Standards for each key service quality key service quality components:components:--�� Courtesy Courtesy �� SmilingSmiling�� Knowledge of airportKnowledge of airport�� HelpfulnessHelpfulness�� ResourcefulnessResourcefulness

7


Setting Quality GoalsSetting Quality Goals��Monitor and assess performance throughMonitor and assess performance through

��passenger surveys by independent research passenger surveys by independent research companycompany

��Passenger Feedback (about 300 a month)Passenger Feedback (about 300 a month)��Compliment and Complaint Ratio of feedback Compliment and Complaint Ratio of feedback

(setting targets (setting targets egeg 1:1)1:1)


��Quality Service Management Steering CommitteeQuality Service Management Steering Committee�� Important for top management involvement of all airport Important for top management involvement of all airport

agencies to demonstrate commitmentagencies to demonstrate commitment

��Quality Service Management Task ForceQuality Service Management Task Force-- Chaired by secretary of QSM Steering Chaired by secretary of QSM Steering CommComm and top and top

and middle management of airport agenciesand middle management of airport agencies

Management CommitteeManagement Committee

8


Quality Service ProgramsQuality Service Programs��Reiterate need for quality service through:Reiterate need for quality service through:

�� Campaigns to create awarenessCampaigns to create awareness�� Awards and IncentivesAwards and Incentives�� Continuous LearningContinuous Learning�� Training and DevelopmentTraining and Development


Awareness CreationAwareness Creation�� Campaign Campaign ““Greet, Smile Greet, Smile

and Thankand Thank”” (GST)(GST)�� Special activities (e.g. Special activities (e.g.

GST Workshop, GST GST Workshop, GST Spot Check and Airport Spot Check and Airport Knowledge Quiz)Knowledge Quiz)

Quality Service CampaignsQuality Service Campaigns

9


Fun and Engaging ProcessFun and Engaging Process

MAX the MascotMAX the Mascot


Quality Service CampaignQuality Service Campaign

Signing Commitment to GSTSigning Commitment to GST

GST in ActionGST in Action

10


�� National Excellent Service National Excellent Service AwardAward

�� Service Personality of The Service Personality of The Year AwardYear Award

�� Outstanding Service Outstanding Service Providers AwardProviders Award

�� Excellent Performance Excellent Performance Award for Cleaners, Award for Cleaners, Trolley Retrievers and Trolley Retrievers and Taxi CoordinatorsTaxi Coordinators

�� Service Incentive Scheme Service Incentive Scheme for front line stafffor front line staff

Awards and IncentivesAwards and Incentives


Fun and tangible rewardsFun and tangible rewards

11


�� Equip frontEquip front--line staff with service skills to line staff with service skills to serve passengers wellserve passengers well

�� Cultivate a serviceCultivate a service--oriented mindsetoriented mindset�� Develop closer coDevelop closer co--operation and bonding operation and bonding

among airport organizationsamong airport organizations�� Basic training on airportBasic training on airport’’s service values for s service values for

new front line staffnew front line staff�� Specially tailored programs for individual Specially tailored programs for individual

agencies agencies egeg customs, security, janitors etccustoms, security, janitors etc�� Airport knowledge trainingAirport knowledge training�� Soft skills e.g. handling difficult passengersSoft skills e.g. handling difficult passengers

Customized TrainingCustomized Training


Continuous LearningContinuous Learning��Benchmarking and Study VisitsBenchmarking and Study Visits

�� Local companies well known for service practices such Local companies well known for service practices such as Ritz Carlton, Citibank and World of Sportsas Ritz Carlton, Citibank and World of Sports

�� Overseas Airports such as Manchester, Copenhagen Overseas Airports such as Manchester, Copenhagen and Helsinkiand Helsinki

��Talks by Service GurusTalks by Service Gurus

12


ISO CertificationISO Certification��ISO 9000:2000ISO 9000:2000��Quality Management SystemQuality Management System��Management responsibilityManagement responsibility��Resource managementResource management��Product realizationProduct realization��Measurement, analysis and improvementMeasurement, analysis and improvement


SummarySummary��Airport provides service not productsAirport provides service not products��Quality Service drive must come from top Quality Service drive must come from top

managementmanagement��Quality Service must involve everyoneQuality Service must involve everyone��Staff must be driven by a common missionStaff must be driven by a common mission

quality service - international civil aviation...

Documents