AIRPORT REPORT : HELSINKI
Quality hunter
Steven Thompson discovers that communicating with customers is key for Helsinki Airport as it aims to enhance its facilities and increase its appeal .
Quality is an important word at Helsinki Airport . Whether you are talking about the Finnish gateway ’ s approach to social media , customer service or passenger comfort , you will keep coming across it .
And while the strategy has yet to pay noticeable dividends in terms of traffic – the airport saw a slight decline in passenger throughput in 2012 – operator Finavia is confident that it will pay off long-term .
When it comes to customer service , the 2011 launch of its Quality Hunters programme is , arguably , Finavia ’ s best example of thinking outside the box .
Jointly launched with Finnair , the groundbreaking initiative saw a group of passengers report back on some of the most innovative ideas they witnessed on their travels to 40 airports in seven weeks .
Using social media channels , such as Twitter , Facebook and Pinterest , and through blogs and YouTube , Quality Hunters snowballed into a near global phenomenon .
It is estimated that the online community , which comes up with passenger-friendly suggestions for the airport and airline , has a reach of nearly 10 million people .
Such has been the success of the scheme that feedback from followers has persuaded the gateway to open a free 24-hour art gallery and a book-swap station , in addition to shortlisting a host of other ideas for possible consideration in the future .
The ideas wish-list includes the proposed introduction of an airport casino , hostel , Finnish / Asian fusion kitchen , the strategic theming of gates and bringing Finnish nature to the airport .
It is this dedication to the passenger , and this willingness to embrace social media and online communication – coupled with Helsinki ’ s location as a springboard between Asia and Europe – that leads airport CEO , Kari Savolainen , to believe that the airport is on the right track .
“ As you know , flying is not so fancy these days , because airlines are competing on price , so service suffers when the focus is on cutting costs , which means the nice part of flying is more and more the airport ,” he says .
“ As a result , we have to continue improving our offering . Quality Hunters is one good example of how we do this and it is something we have continued . In today ’ s highly competitive world , we have to utilise social media and open our services earlier . Before the trip , passengers should have information on what is the best way to spend their time at the airport .
“ What are the customers ’ needs ? How can we improve the customer experience ? It is a big issue because there is not a standard or typical airport passenger and there is no one single solution to satisfying people .”
While Helsinki has yet to see traffic soar as a consequence of its efforts , the same cannot be said of its passenger satisfaction levels , as the gateway ’ s Airport Service Quality ( ASQ ) score jumped from 3.92 to 4.02 ( on a scale of one to five ) in 2012 .
According to the results , which saw 1,400 travellers polled , the airport has improved its services in almost all of the topics covered in the survey .
In 2012 , passengers were happier than ever before with queuing times , Wi-Fi , and the politeness and helpful attitude of the airport ’ s security staff .
Other strengths noted were the ease of switching planes , the well-functioning border control procedures , the feeling of security , and the ease of moving around at the airport .
“ We have worked hard to make the airport an even smoother hub ,” admits airport director , Ville Haapasaari . “ The results show we have performed very well indeed . However , the airport will never be perfect , which means we will continue to work hard for a smooth and comfortable passenger experience .”
On that note , Helsinki continues to make changes in anticipation of increased passenger numbers . Terminal 2 underwent an expansion and revamp in 2011 , and last year the gateway invested € 1 million on new
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AIRPORT WORLD / APRIL-MAY 2013