Customer relationship management and complaints management

SEA is aware of the importance of maintaining and promoting a direct and constructive dialogue with customers, believing that this resource is a key customer experience element, in order to meet the ever increasing needs of users and to improve the quality of services being offered. There are several channels to send alerts:

• website (www.seamilano.eu - “contacts” section);
• fax;
• form delivered at the Info desks;
• letter.

SEA handles all complaints and reports about services offered with the utmost care and discretion, and strives to respond as soon as possible, and in any case within 28 days from when communication is received. To give a consistent and thorough response to all requests, all complaints and reports are carefully  considered and forwarded to SEA representatives, according to areas of responsibility, or to representatives of airport authorities and the many companies operating at airport.
In the same way as quality surveys, as airport operator SEA analyses all complaints (although fewer than one third of them refer to services or responsibilities of Group companies) in order to address all critical elements reported in airport system, given that SEA’s institutional role is the overall good operation. The operating CRM system, operational since 2012, helps passengers in submitting their complaints and SEA structure in managing them. By calling the call centre, passenger can receive information about the status of his complaint. In 2015, percentage of complaints filed through web was 64%, in line with 2014 (65%) and rate of complaints at Milan airports amounted to about 26.0 complaints per million passengers. Both figures are in line with 2014 and continue to place airports operated by SEA among the best European airports.

Classification of complaints for topical areas in 2015 (%)

In order to complete the perceived quality monitoring system, an H24 passenger satisfaction surveying tool was introduced in May for individual services.
Tool is simple because it allows passenger to express their opinion immediately after having accessed the service by clicking on one of four buttons available on a totem keyboard, identified with a different emoticon symbol (from “smiling face” to “sad face”). This tool is present in more than 50 airports in the world (e.g. Heathrow UK, Orlando US, Melbourne AU and Hong Kong). There are 20 devices deployed in the 3 terminals to monitor security, sanitation, shopping and  maintenance areas in general, and these will become 30 by mid-May to intensify detection points.
This monitoring provides daily and hourly results, enabling targeted actions and improving quality standards by avoiding deviations thanks to new resource planning. Devices monitored over 90 different areas (individual bathrooms, cafes, shops, etc.) delivering daily results to relevant managers via email (155 RITs and security supervisors, 65 retail managers, and 10 maintenance managers with related suppliers). Computerisation has made it possible to monitor the quality performance day by day by both to top management and to operational managers, thus becoming a shared goal for everyone.