Customer relationship projects

in

ViaMilano

In 2012 the “ViaMilano” service was consolidated from a communication and distribution viewpoint, in relation to the “value proposition” for passengers and the improvement of the operating procedures. The totality of these actions enabled the reaching of over 200,000 ViaMilano transits.

Among the additional services offered to passengers utilising “ViaMilano”, we highlight:

  • baggage acceptance desk at which transiting passengers can deliver their bag reclaimed from the first flight for transfer to the succeeding flight; 
  • dedicated transfers within the airport for “ViaMilano” service clients with high frequency shuttle buses; 
  • specialised assistance for airport security controls, allowing customers to save time, with a consequent increased efficiency in flight connections; 
  • shopping discounts at Milan Malpensa; 
  • free insurance guaranteeing repayment of expenses for the purchase of an alternative flight in the case of a missed connection; 
  • free Wi-Fi; 
  • access to the VIP lounges.

 

Customer Relationship Management

In 2012 the Customer Care and IT Departments created within the “online strategy” a supporting technological platform to manage passenger relations. In 2012 the number of users registered on the SEA CRM system exceeded 400,000. The significant improvement was achieved through the ViaMilano competition and the new Wi-Fi system.

Over 240,000 subscribers provided consent to the company to receive newsletters and research questionnaires, through which SEA may inform airport users and at the same time acquire opinions and useful evaluations to develop its airport services offer. From May 2012 the CRM Operativo system has been in place at the Call Center, a system which allows personalised contact between the SEA operators and the registered passenger, accessing client data from all Customer Care contact channels (complaints, e-commerce, requests for information, lost & found, ViaMilano and ViaMilano.program).

 

Family Friendly Airport

In 2012 the “Family Friendly Airport” project was introduced. The initiative, which assists passengers departing from SEA airports, utilises the image of Geronimo Stilton, a character known to children through a collaboration with the publishing company Edizioni Piemme, coordinated by Atlantyca Entertaiment, holder of the character rights.

At Malpensa 1, from December 21, 2012 to January 3, 2013 the image of Geronimo Stilton directed families flying with babies and children up to 12 years of age through a dedicated and personalised lane called the “Family Lane”, allowing approx. 25,000 passengers to avoid the security queues. On this occasion a booklet for children was distributed, with useful information for travelling in the airport together with family (from security controls to refreshment services) and games.

 

Integrated digital platform project

Among the technological initiatives scheduled at EXPO 2015, in collaboration with CEFRIEL, SEA together with other regional enterprises (ATM, Trenord, Serravalle, InfoblueTraffic, Ferrovie etc.) has focused upon a number of transport information issues. Passengers arriving at the airport may see in real time, through installations comprised of 6 large monitors (two at Linate and two at Malpensa 1 in the arrivals and baggage reclaim zone), information on regional travel (road information, rail timetables, underground information, ring road webcams etc.).

Under this initiative, which utilises the internal data of the so-called Ecosistema designed with CEFRIEL for EXPO, SEA’s solution demonstrates the concrete, pragmatic and effective applicability of information shared based on end-user needs and which is interactive.

 

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