Tim Smith, Director of Marketing for American Airlines, really hit the mark with his presentation today on Reputation Management. There are so many new ways to engage the media and your customers, and indeed, there are some great new tools out there: Twitter, Facebook, blogs, etc. However, Smith reminded conference attendees not to forget about traditional ways to gauge your airport’s effectiveness. How about research?
To learn about how members of the media feel about your organization, gather statistics on the amount of coverage that your airport has received, and then gauge the tone of the coverage. Break those classifications into percentages to gain a true understanding of where your organization stands among these important players.
To measure the customer’s view of your airport, simply survey them. Will they return to your airport? Would they say good things and recommend your airport to their friends and family? If you have the budget, Smith recommends hiring an external consultant or institute to learn more about specific customer service issues (e.g. baggage handling).
Research: It’s just so helpful.
Check ACI-NA’s website on Oct. 23 for presentations from this session.
-Vicky Houghton
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