Wi-Fi Customer Satisfaction Survey at Kansas City’s International Airport
By: Bo McCall, Performance Analyst
One of the centerpieces of Kansas City’s Performance Management Program is the quarterly citywide citizen satisfaction survey. Kansas City is committed to providing excellent customer service and this survey is an essential tool for our office to interact with KCMO residents. The satisfaction survey enables the performance management team to measure satisfaction with city services, analyze citizen feedback, and inform and guide performance improvement in services across the city.
The citizen satisfaction survey does not typically gauge direct interaction with a specific city service area. In fact, we often find that there is a gap between citizen satisfaction scores and scores on more service-specific surveys that measure customer satisfaction with a particular service. Direct interaction with a city service usually elicits a higher level of satisfaction than broader perception as measured by the citizen survey. Many city departments then choose to conduct a more focused survey on the service they specifically provide to compliment the citizen survey.
The Kansas City Aviation Department conducted their own in-airport customer satisfaction survey in June 2016. The survey was such a success that the Aviation Department plans to reactivate the Wi-Fi survey in the upcoming weeks. So it seems like a natural fit for the Chartland blog to feature the highlights of the survey findings that were presented in October’s KCStat meeting on Planning, Zoning, and Economic Development.
The Aviation Department’s survey was attached to the Wi-Fi usage of passengers at Kansas City International Airport. Travelers were asked to answer the survey before they could access the free Wi-Fi provided at the airport. There were more than 1,000 responses per day and over 29,000 total surveys collected. The survey asked nine questions. Survey insights included passenger perceptions of the quality of airport facilities, quality of concessions, and reasons for being at the airport.
Almost 75% of the passengers that took the survey were departing passengers. One reason for this discrepancy in the number of respondents may be that departing passengers spend more time at the airport as they wait for their flight to leave than arriving passengers or connecting passengers. Departing passengers would then be more likely to have time to connect to Wi-Fi and complete the survey.
Over 70% of passengers rated the ease of moving through airport security as high or very high. 60%-65% of respondents rated the overall quality of airport facilities and the cleanliness of facilities as very high or high. Passenger satisfaction with the quality of food, beverages and other concessions was the metric with the most room for improvement. 23% of passengers rated the quality of food, beverages and other concessions as low or very low.
Arriving passengers and departing passengers rated the quality of airport facilities 20% higher than connecting passengers. One interpretation of these results offered at KCStat was that this discrepancy may be related to the perceptions of the quality of food, beverage and other concessions. Connecting passengers are more likely to take advantage of food and beverage services as they wait for their next flight, as opposed to departing passengers or arriving passengers.
Again, connecting passengers rated the quality of food, beverage and other concessions lower than departing passengers, arriving passengers or people picking up and dropping off.
Survey respondents were also grouped by their zip codes and whether they were primary residents of KCMO or if they resided regionally or nationally. KCMO residents and visitors that resided regionally rated the quality of airport facilities 10-12% higher than national residents.
These survey results were recently discussed at the most recent KCStat meeting to help inform various city leaders, including the mayor and city manager, of customer perceptions of quality at the Kansas City International Airport. They are an example of how customer satisfaction data can be dynamically utilized to provide insight to city officials, make connections, tell stories, and inform the decision-making process in local government.