Challenge
The aviation industry has experienced numerous changes and has been subjected to a rapidly changing environment. Recent global events have changed consumers’ expectations of the travel experience, and Brussels South Charleroi Airport wanted to adapt to these shifts in order to meet customers’ needs.
The airport needed a platform that provided the capabilities to reach untapped opportunities, offer travelers distinct options, and improve customer experience through understanding more clearly who their customers are and what they expect.
- Understand key demographic information to build travelers’ profiles
- Grow and develop its current flight destination network
- Improve marketing campaigns to increase conversions and drive revenue
Solution
Purple’s MicroSurvey functionality allowed Charleroi Airport to create and customize surveys to get a complete understanding of the traveler’s sentiment and preferences. The airport utilized this tool to find out which destinations passengers would like to fly from Charleroi airport and responses were aggregated in real-time, providing reports within the platform with unique actionable insights such as:
Additionally, the use of Purple’s LogicFlow tool enabled the airport to seamlessly automate a variety of languages depending on the visitor preferences, including English, French or Dutch. This functionality has prevented any language gaps and limitations that ultimately affect the service and the passenger experience when in the airport.
- Identifying, in order of importance, each new destination they had as an option to open new routes
- Increasing the quality of the service by providing options that are aligned with travelers’ preferences
- Providing market insights to airline business partners aimed at strengthening commercial relationships and drive revenue for both parties
- Drive increased airport footfall by launching new destinations that will have an effect on new and returning visits
Return on Investment
In the 2 years since Purple was implemented the airport has seen 689,615 unique users and a total of 1,235,051 WiFi logins. The MicroSurvey functionality was activated at no extra cost and it has greatly influenced ROI performance as a result of providing customer data and insights. With an open rate of 86%, the airport received 89,845 survey responses to analyze the top 5 destination options that passengers would like to fly from Charleroi Airport
By using the automated and real-times surveys tool, Brussels South Charleroi Airport was able to make savings of €2,695,350, instead of manually gathering feedback from travelers, resulting in an ROI of 10,630%. The success of this project has impacted not only footfall and engagement indicators, but also provided endless opportunities for Brussels South Charleroi Airport to open commercial alliances and build long-lasting relationships.
- 689,615 unique users and a total of 1,235,051 WiFi logins
- 89,845 survey responses gathered
- Savings of €2,695,350 versus cost of collection through traditional methods
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