The Customer Experience Strategy at iGA Istanbul Airport

One unique CX challenge is catering to the diverse, multicultural environment of passengers while ensuring seamless, consistent experiences. Demirtas emphasises the importance of innovation labs, industry collaborations, and continuous research to stay ahead of emerging trends and technologies in the airport sector.

This approach ensures that iGA Istanbul Airport remains at the forefront of CX by integrating technology, sustainability, and personalised services to deliver a superior passenger experience.

Excerpts from the interview:

How do you leverage technology to improve the airport’s customer experience efforts? 

By embracing technological advancements, the aviation sector can revolutionise flight, airport operations, and passenger experience, leading to safer, more efficient, and more enjoyable air travel for everyone involved.

Istanbul Airport Mobile Application: We developed Istanbul Airport mobile application as an assistant to make our passengers’ lives easier from the beginning to the end of their journey. Istanbul Airport mobile application plays a central role in our “digital journey” approach, and therefore, our objective is to enhance it by introducing new functionalities.

Passenger Experience Enhancements: Technology can be leveraged to personalise and enhance the passenger experience at every stage of the journey, from booking to post-flight. This includes personalised service offerings based on passenger preferences. The Customer Experience department determine the needs and expectations by combining common pain points on experience maps and add complementary technologies & innovative solutions to meet the needs and expectations of our guests with innovative solutions for individual steps. 

iGA Istanbul Airport provides car parking space with the “Where is my car” function. Our guests can check and easily find their vehicles on their return, using our app. Additionally, guests are provided with the ‘’Where is my check-in’’ function. Digital totems are located at the departure area for guidance and information. With our devices that can translate 38 languages and 48 dialects at these points, we have reduced the stress of our guests in terms of communication and enabled them to access the information they need. 

They can now easily find the areas they want to go with the help of live support, also available in sign language, through our video call centre. Additionally, with the “Where is my Gate?” function, we have implemented a structure where our guests can receive gate information, allowing them to have a seamless journey. Our guests can access gate information by entering their flight information or scanning their boarding card.

Biometrics and Facial Recognition: Implementing biometric identification and facial recognition technologies streamline security processes and enhance the passenger experience. This includes automated security checks, boarding gates, and immigration procedures. iGA Istanbul Airport passenger processing systems will be empowered by biometric technology soon, with facial recognition systems. 

Smart cameras scan and capture the passenger’s biometric data at the conventional check-in desks and CUSS kiosks to use it through various checkpoints like X-Rays, Border Control, Lounges, Retail shops, Boarding gates, etc. In addition to these methods, even mobile devices will be capable of getting the biometric data to use it throughout the system. Once the required unique ID is created by the combination of the “biometric data”, “flight information” and “passport /ID”, passengers will no longer be asked to present any document during their journey in the airport from check-in to boarding.

Augmented and Virtual Reality (AR/VR): AR/VR technologies can be used for training purposes, remote maintenance assistance, and enhancing the passenger experience. For example, passengers can use VR headsets to explore destinations or participate in immersive in-flight entertainment experiences.

What role does data analytics play in your decision-making process for customer experience? 

Data analytics helps track passenger movement, allowing the airport to manage busy areas better, reduce wait times, and improve the overall experience. Using the data, we offer personalised services based on passengers’ preferences, making them feel valued and increasing their loyalty. Additionally, analysing passenger feedback helps us understand and fix areas of dissatisfaction, improving the overall customer experience. 

What metrics do you use to measure traveller satisfaction? 

iGA Istanbul Airport serves a constantly evolving and predominantly new influx of passengers around the clock. We conduct various studies and observations to understand our guests’ emotions, needs, and expectations. In enhancing guest experience, we employ both qualitative and quantitative approaches. Through research and insights gained from our observations, we make our processes visible. We listen to our guests through 11 different research channels, including face-to-face and digital surveys, employee perspectives on guest satisfaction, and stakeholder views on passenger satisfaction. 

We prioritise new services and projects in these areas by identifying their desires and needs. We monitor the pulse of our guests and the field through on-site observations. In addition to traditional sector research, we utilise neuromarketing to examine the cognitive and physical flows experienced subconsciously by our guests, identifying stress points for a more comfortable and enjoyable experience.

Face-to-Face Satisfaction Surveys: We measure our guests’ satisfaction with airport services.

Segment-Specific Satisfaction Surveys: We monitor satisfaction for services developed for specific segments and make necessary improvements.

Topic-Based Internal Surveyor Studies: For issues that require quick action, we manage the process with internal surveyors.

Digital Surveys: Using 272 survey kiosks in the field, we both measure satisfaction and collect feedback and suggestions from our passengers.

Guest Satisfaction from the Employee’s Perspective: Through one-on-one meetings, we conduct in-depth discussions with our employees on issues affecting our guests’ satisfaction.

Passenger Satisfaction from the Stakeholder’s Perspective: We have one-on-one meetings with our stakeholders to gain insights into issues that impact guest satisfaction.

Stakeholder Satisfaction Surveys: We conduct one-on-one meetings with our stakeholders, whom we consider internal guests, to measure their satisfaction with our airport.

Neuro-marketing Research: To figure out the possible pain points and the gaps; we are doing neuromarketing research with periodically. Through neuro-marketing research, which can develop a strategy from the results of perception by neurologically studying the human brain, we are able to address consumer behavior and its social and psychological causes. One-on-one interviews were conducted with each passenger after site visits 

How do you integrate sustainability? 

At iGA Istanbul Airport, which we operate using state-of-the-art technology and services, we are focusing on optimisation in the road to digitalisation. With our digital application and automation processes that we continuously optimise, we carry out many activities such as operational efficiency, rapid response to leakages and losses, data analysis, decision-making processes, etc.

To increase operational efficiency, we remotely monitor all meters, analysers, and calorimeters at the airport using an IoT technology infrastructure to collect data. We can respond to malfunctions immediately with air navigation systems. In addition, we monitor drainage pumps and wastewater lift stations, temperature and humidity values in technical areas, the condition of wastewater treatment plants and water tanks, and track and control the landscape irrigation system through our IoT monitoring network. We continue to work on system improvements and capacity expansion to achieve our emission reduction target.

Radio Frequency Identification (RFID) technology in baggage-handling contributes significantly to sustainability in our operations through various means. By replacing paper luggage tags and enabling electronic boarding passes, RFID substantially reduces paper waste. This digital approach not only conserves resources but also streamlines processes, leading to improved efficiency throughout the airport. The improved accuracy in baggage tracking that RFID provides results in fewer lost bags, which in turn reduces the need for replacement items and additional transportation, ensuring a seamless travel experience for all our guests. This efficiency extends to vehicle and equipment usage on the tarmac, where streamlined processes reduce idle time, thereby lowering fuel consumption and emissions. 

With integration of air transportation with other transportation options; we try to design the safest journeys with the lowest carbon footprint and resource usage with our services that cover all types of passengers. Integration of mobility services offers an important opportunity to increase passenger and employee satisfaction while reducing the environmental impacts of airport operations. In this way, passengers can travel more easily and quickly by using public transportation systems before and after their air travels; an integrated mobility system can contribute to reducing emissions and traffic congestion through more effective and efficient use of public transport and shared transport systems. We also Integrate with public transportation.

What are some unique CX challenges at such a large and busy airport? 

iGA Istanbul Airport sits on an important location at the intersection of Asia, Europe, the Middle East and Africa and is the first and often the only point where our guests set foot in Türkiye. With this multicultural environment of national and international guests comes differentiating. It has a complex structure and service environment that interconnects a variety of different teams. 

Hundreds of corporations do business with different perspectives and we host millions of guests every year, facing two big challenges to be the best:

• All corporations/employees adopting the same guest-centred approach
• Meeting the changing needs and expectations of our guests and offering a smooth, pleasant, and consistent travel experience. Because another challenge also we face is undefined passengers. Information regarding the needs of guests is typically available through airline companies. Therefore, we have to be more creative in order to understand our guests thoroughly. Additionally, we need to automate the visitor communication & information processes and provide the same experience in every service channel.

How do you stay ahead of emerging trends and technologies in the airport industry to continually improve CX? 

Continuous Research and Benchmarking: We regularly conduct research to stay informed about the latest trends, technologies, and innovations in the airport industry. By benchmarking against other leading airports and organisations, we can provide valuable insights and inspiration for new CX initiatives.

Engaging with Industry Conferences and Events: We participate in international industry conferences, seminars, and workshops, such as the Passenger Terminal Expo and ACI Customer Experience Global Summit. These events offer opportunities to learn about the latest developments, network with industry leaders, and share best practices.

Innovation Labs (iGA Hub) and Pilot Programs: We establish innovation labs or partnerships with tech companies, start-ups, and research institutions to explore and test new technologies. To make the implementation of new technologies into the workforce at iGA Istanbul Airport as straightforward as possible, we developed iGA Hub in late 2021 – a programme to support start-ups which offers innovative solutions to provide higher quality service and faster and more economical solutions for passengers, employees, business partners and authorities. To date, we have supported seven successful start-ups within the iGA Hub community. 

Collaboration with Airlines and Stakeholders: We try to work closely with airline partners, regulatory bodies, and other stakeholders to develop a holistic approach to customer experience. Airports already play an important role in the community – at both local and global levels – and their influence will only increase as the aviation industry grows.

Adopting Data Analytics and Predictive Insights: We utilise data analytics to gain insights into passenger behaviour, preferences, and pain points. Predictive analytics can help anticipate passenger needs and provide personalised services, enhancing the overall experience.

Focus on Digital Transformation: We embrace digital technologies such as mobile apps, virtual assistance, and digital wayfinding to streamline processes and provide passengers with more control over their journey. 

Customer Feedback and Engagement: We actively seek and analyse customer feedback through surveys, social media, and direct interactions. Engaging with passengers provides first-hand insights into their needs and expectations, helping the airport to continuously refine and improve the CX.

Employee Training and Development: We invest in continuous training and development for employees to keep them informed about new technologies and customer service best practices. Empowered employees are better equipped to deliver exceptional CX. In this regard, together with İGA Academy, we have the vision of becoming a Training Hub at iGA Istanbul Airport.