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Message: <table width="402" border="0" cellspacing="0" cellpadding="0" align="center"> <tr> <td width="1" bgcolor="#cccccc"> </td> <td width="10"> </td> <td width="380"><h1 style="font-family: Arial, Helvetica, sans-serif; font-size: 26px; color: #353535; font-weight: 200;">Developing a new airport service proposition underpinned by staff roles</h1> <div style="font-family: Arial, Helvetica, sans-serif; font-size: 12px; color: #353535; margin: 15px 0 0 0; Letter-spacing: -0.01em; line-height: 170%;"><p>Our client, a mid-sized airport operator aimed to define a new airport retail experience at their principle airport under a new brand name. With a concept store that significantly expands the existing retail space, they wanted to offer passengers an innovative journey between airport security and the departures gate. </p> <p> In order to deliver this unique experience in a manner that would consistently delight customers, they turned to Engine to help them define a clear service proposition, underpinned by revised staff roles, behaviours and responsibilities. </p> <p> Building on an environmental concept, Engine drew on customer insights and a tailored customer segmentation model to help the business understand their customers through the identification of a series of core customer needs. </p> <p> These needs acknowledged the dual concerns of individuals behaving as passengers AND shoppers and led to a set of principles for use by all staff in delivering service that communicates the uniqueness of the new retail experience. <br /> <br /> Working in collaboration with airport staff we developed a service vision that was based on a powerful and accessible analogy that could be translated across the interior, the service principles and staff behaviours. </p> <p> <img src="http://engine.pmhclients.com/images/uploads/prototyping-roles.jpg" alt="image" width="373" height="280" /> </p> <p> The service vision acknowledged known retail pinch points within the space and helped to structure staff roles. In order to test and understand the interrelationship between people and space we involved staff in a process of desktop prototyping. This simple exercise (involving chess pieces and a store floor plan) facilitated a critical discussion around roles, responsibilities and behaviours. </p> <p> The final result was a service vision based on a set of clear principles, a robust staff structure and definition of roles and responsibilities that help to facilitate the recruitment of staff. </p> <p> In addition to the human element of the experience, we delivered a practical strategy for the use of a suite of in store self-help tools that compliment the personal service provided by staff. These low-tech solutions responded to the need for autonomous journeys through the store as well as further supporting the communication of the new brand. </p></div> <a style="font-family: Arial, Helvetica, sans-serif; font-size: 12px; color: #ea3300; text-decoration: none;" href="http://engine.pmhclients.com/projects/pcs_page/developing_a_new_airport_service_proposition_underpinned_by_staff_roles">View article here</a> </td> <td width="10"> </td> <td width="1" bgcolor="#cccccc"> </td> </tr> </table>
Our client, a mid-sized airport operator aimed to define a new airport retail experience at their principle airport under a new brand name. With a concept store that significantly expands the existing retail space, they wanted to offer passengers an innovative journey between airport security and the departures gate.
In order to deliver this unique experience in a manner that would consistently delight customers, they turned to Engine to help them define a clear service proposition, underpinned by revised staff roles, behaviours and responsibilities.
Building on an environmental concept, Engine drew on customer insights and a tailored customer segmentation model to help the business understand their customers through the identification of a series of core customer needs.
These needs acknowledged the dual concerns of individuals behaving as passengers AND shoppers and led to a set of principles for use by all staff in delivering service that communicates the uniqueness of the new retail experience. Working in collaboration with airport staff we developed a service vision that was based on a powerful and accessible analogy that could be translated across the interior, the service principles and staff behaviours.
The service vision acknowledged known retail pinch points within the space and helped to structure staff roles. In order to test and understand the interrelationship between people and space we involved staff in a process of desktop prototyping. This simple exercise (involving chess pieces and a store floor plan) facilitated a critical discussion around roles, responsibilities and behaviours.
The final result was a service vision based on a set of clear principles, a robust staff structure and definition of roles and responsibilities that help to facilitate the recruitment of staff.
In addition to the human element of the experience, we delivered a practical strategy for the use of a suite of in store self-help tools that compliment the personal service provided by staff. These low-tech solutions responded to the need for autonomous journeys through the store as well as further supporting the communication of the new brand.
