Customer Satisfaction at Liverpool John Lennon Airport

By | Category: Travel rumblings
© Dan Sperrin

© Dan Sperrin

Just about Travel has always maintained that customer satisfaction should be measured, not just in travel, but in all industries where the consumer is concerned.

So why aren’t we welcoming the fact that Liverpool John Lennon Airport has, in its Twitter account, introduced a customer satisfaction measurement tool called the Net Promotor Score?

Has the airport introduced this as part of a measurement structure or as a single measurement tool? If the former, congratulations; if the latter, the airport has just wasted money.

Why? Because the Score, commonly referred to a NPS, doesn’t do the job it is often thought to do. Yes, it reveals what a customer satisfaction level is but that is absolutely no good if you cannot tell which aspect of the business the consumer is telling you about. Without knowing that how can you improve? Without knowing that how can any problems be put right?

Is it that people at the airport are unhappy about queues at security or check-in? Could it be that they feel disgruntled because there is insufficient seating or that they don’t like something connected to the restaurants or parking or getting to the airport? A net promoter score won’t provide the detailed answer required to put a problem right.

So why use NPS? What is the attraction to a company? The answer is that it became a trendy management tool in top businesses because it was simple. If one of the largest companies in the world was using it, surely it must be infallible? So those people in charge of marketing followed the herd instinct without seriously thinking about its defects. As long as it gave a score that could be shown to us- the public – it looked as though a company was serious about customer satisfaction.  It was interested in quick headlines or soundbites that portrayed the organisation in a good light.

Now that a company as influential as Twitter has added it to their system as a bolt-on, more organisations will be seduced into used it. I hope that the consumer won’t be so easily persuaded that the NPS, if used by itself, is anything more than a soundbite.

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