CX Accelerator delivers roadmap to better customer experience at Rotterdam The Hague Airport

Maintaining a competitive edge 

Rotterdam The Hague Airport (RTHA) serves around 2.2 million passengers a year and already boasts a strong focus on customer experience (CX), evident in its Net Promoter Score (NPS) of around 60.  However, the airport’s efforts to build on this and further professionalise its approach to CX faced some challenges. The variation in customer experience across the airport’s partner ecosystem is one such factor making progress challenging.  

Rotterdam The Hague Airport needed to decide on a strategy that would maximise the value of its CX resource allocation, allowing it to enhance the overall passenger journey and maintain its competitive edge.  The NACO CX Accelerator was chosen to deliver a detailed evaluation of the current CX position and to develop a roadmap that identifies priorities for the coming years. The results will guide the airport towards its ambitious target of achieving a NPS of over 70 by 2030. 

Building a holistic understanding of current CX 

Our CX Accelerator offered Rotterdam The Hague Airport a structured approach to assess and understand its CX maturity and identify possible improvements. 

Designed by our in-house team of customer experience experts, the CX Accelerator for Rotterdam The Hague Airport involved four key processes to gather data and insights and build a clear picture of the current customer experience. 

✓ Holistic assessment: We evaluated Rotterdam the Hague Airport's CX capabilities across five key areas: understanding customers, setting goals, designing the experience, implementing ideas, and measuring impact. This identified strengths and areas for improvement. 
✓ Stakeholder engagement: Through interviews with partners in the ecosystem, we gathered key insights into existing practices and challenges. 
✓ Data-driven insights: By gathering and analysing extensive data sources (existing and new), we provided actionable insights to shape the roadmap for the coming years. 
✓ On-site terminal review: A team of NACO specialists conducted an on-site visit to review the departure and arrival journey of passengers, identifying specific pain points and opportunities for improvement. 

CX Accelerator delivers long term impact 

Our CX Accelerator emphasised the importance for Rotterdam The Hague Airport to take a strategic approach to CX. In particular it highlighted the need for better alignment with key stakeholders,  as well as integrating CX goals into strategic planning. This will ensure that across the airport’s ecosystem, all partners are aligned on CX and aware of the overall ambition and process for delivery.  

Using the CX Accelerator findings, we developed a detailed roadmap with prioritised actions for the coming years. This plan outlines specific projects that will enhance Rotterdam The Hague Airport’s CX, such as improving data management to help understand and model customer behaviour and finding ways to build strategic collaboration with key partners in the ecosystem. 

Our report recommended formalising continuous improvement processes and scaling successful initiatives. These include integrating service channels, enhancing personalisation, and leveraging technology and data to predict and meet passenger needs.