Airport Service Quality – A Team Effort
What is ASQ?
ASQ stands for Airport Service Quality. It is an international programme run by Airports Council International.
ASQ measures how satisfied passengers are with their airport experience. Malta International Airport has been a part of ASQ since 2005.
How is ASQ measured?
Passengers are asked to complete a short survey on a tablet. This is carried out at the departure gates, just before boarding.
This means that passengers are asked to take the survey at the last airport touchpoint, having already experienced all the other touchpoints and staff interactions.
This allows the survey results to reflect the full departure journey.
How do the scores work?
When scoring their experiencing, passenger can give their experience a rating from 1 to 5, with 1 meaning the experience was poor and 5 meaning the experience was excellent. Passengers can also leave comments about their best and worst experiences at the airport.
These scores are shown in the Customer Journey Mapping dashboard, so that we can have a wide view of how passengers rate our performance.
ASQ also allows airports to not only compare themselves with other airports worldwide, but to compare airports by size and traffic type and understand what passengers value the most from the experience.
Why our behaviour matters
Human interaction is still very important in the passenger journey and while technology can help us, it cannot replace kindness, empathy, trust and genuine human connection. As airport workers, we play a key role in reducing stress and helping passengers feel safe and supported.
‘Courtesy and Helpfulness of Staff’ is one of our key performance indictors (KPIs), and every interaction with a passenger can affect this score.
Why Customer Experience Matters
All airport employees should strive to be friendly, helpful, empathetic, attentive and go the extra mile where possible, because small actions can make a big difference.
First impression can influence customer satisfaction, positive and professional interactions reduce stress and complaints, build trust and improve cooperation and efficiency throughout.
