Real-Time Feedback Transforms Dublin Airport

Dublin Airport, one of Europe's bustling aviation hubs, has been on a mission to enhance the passenger journey, and they've found an innovative ally in HappyOrNot.

Flying High: Dublin Airport's Data-Driven Approach to Elevate Passenger Happiness and Operations | Photos: HappyOrNot

With its strategic location, as the only European capital with US pre-clearance, Dublin Airport plays a pivotal role in connecting travelers between North America, the UK, and beyond, offering access to nearly 200 destinations.

In 2013, Dublin Airport joined forces with HappyOrNot, the world’s leading real-time customer feedback solution, to gain deeper insights into passenger experiences and streamline their operational processes.

Initially, eight Smiley Terminals were strategically placed throughout the airport, including check-in counters, restrooms, security checkpoints, retail areas, and boarding gates.

Over time, their commitment to improvement has led to the deployment of 49 Smiley Terminals across all points of the passenger journey, along with five Smiley Touches in airport lounges.

In the past, Dublin Airport relied on surveys to assess passenger experiences. However, they found these surveys to be costly, limited in participant numbers, and time-consuming.

According to John Seeley, Dublin Airport Technology Projects Manager, "The surveys are really good for medium and long-term planning, but quicker results are needed for daily airport operations."

Managing Third-Party Suppliers' Performance

Dublin Airport utilizes HappyOrNot data not only for internal operations but also to ensure third-party suppliers maintain top-notch service standards. A daily scorecard system was introduced, and the analytics are regularly shared with partners, including US pre-clearance and TSA contractors.

This collaboration fosters a unified effort to deliver an exceptional passenger experience. Dublin Airport also outsources its lounge operations, and Smiley Touches play a pivotal role in collecting open feedback and monitoring passenger satisfaction.

Amy Pyne, Dublin Airport Travel Services Project Officer, explains, "HappyOrNot helps us pinpoint if something went wrong, so we can go and investigate it with our service provider."

Confidence in the Data

Dublin Airport has confidence in the data gathered through HappyOrNot due to the large volume of responses received. The real-time feedback allows immediate corrective actions, enhancing the overall passenger experience.

It also complements data from surveys and NET Promoter Scores (NPS), providing a comprehensive understanding of the passenger journey.

HappyOrNot data is seamlessly integrated into Dublin Airport's Business Intelligence platform, offering a comprehensive view of passenger responses alongside other operational data.

Jennifer Dandy, Dublin Airport Performance Improvements Manager, notes that "When you layer the HappyOrNot scores along with the other data, it gives a really nice overview of not only how long processes are taking but also how passengers feel about it."

With scores included in monthly operations reports to the Chief Executive, Dublin Airport continuously identifies areas for improvement and outlines action plans.

This long-term commitment to enhancing passenger happiness has enabled Dublin Airport to monitor year-on-year changes and maintain a steadfast focus on delivering an exceptional travel experience.

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