Item No. 7a supp 
Meeting Date: June 11, 2019 
Airport Customer Service Overview Briefing 
June 11, 2019 
Julie Collins, Director 
AV Customer Experience & 
Brand Strategy

AV Customer Service Department Background 
AV Managing Director established the department in May 2018
to create a more intentional focus on improving the customer
experience at SEA 
Primary functions include: 
Front-line customer service representatives (Pathfinders, Volunteers) 
Communications 
Airport-wide training & recognition programs 
Airport Lost & Found Office contract 
Conveying the customer's perspective in decisions and discussions
across the airport 
2

Customer Satisfaction Measurements 
CS leads an airport-wide team in developing and executing
strategies to improve customer satisfaction rankings 
Key Benchmark: Airport Service Quality Survey 
International (320 Airports in 80 countries); 25 Peer Airports 
2500 passengers surveyed quarterly; 28 key attributes 
Six focus areas at SEA: washroom cleanliness, Wi-Fi, security
screening, staff courtesy, wayfinding, and comfort at gate hold rooms 
Skytrax has a prestigious five-star rating system for airports and airlines;
also conducts stand-alone comprehensive reviews ; Dec. 2018 review 
J.D. Power Survey: high consumer recognition; #13 of 20 peer airports 
3

Customer Satisfaction Measurements 
2019 Aviation Division Goal: 
Attain and exceed the five-year average ASQ scores for at least two of the
six key service attributes 
Recent Wi-Fi Improvements: 
Installing access points to expand coverage 
Eliminated log-in requirement and 
increased time before session timeout 
ASQ Score: 5 Year Avg.  3.82   2019 Q1  3.85 

4

ASQ Focus: Staff Courtesy and Helpfulness 
Improvements Underway: 
Customer Service Training Curriculum: 
- Over 58% of POS airport staff have participated in 
WE ARE SEA customer service classes in 2019 
- Several external stakeholders are also being trained (e.g. TSA) 
- Dedicated "train the trainer" staff cohort 
Hired Pathfinder Manager 
Hiring Volunteer Coordinator to grow the 20-year program;
Currently have 80 dedicated volunteers with potential for more 
Increasing engagement with AV Operations and customer service
contract staff (VIP Hospitality) in Federal Inspection Services area

ASQ Score: 5 Year Avg.  4.27   2019 Q1  4.28 

5

Customer Experience Initiatives & Programs 
Internal & External Stakeholder Groups: 
Customer Service Excellence Action (SEA) Team 
- Engaged in program development: WE ARE SEA training and an
airport-wide employee recognition program (launching in late 2019) 
Sea-Tac Frequent Traveler Committee 
S.M.I.L.E.S.: Sensational Art, Music, Immersive Innovations,
Live Performances, Eating & Seating 
Wayfinding Roundtable 
SEA App Coordination 
6

Airport-Wide Customer Experience Initiatives 
Short-term & long-term improvements needed to improve
customer satisfaction: 
Restrooms: upgrades, janitorial, pilots (lights), apps, accessible 
Amenities: nursing suites, pet relief areas, meditation rooms,
play areas, accessibility features, lounges, art displays 
Hold Rooms: new carpet, new seats w/power (B & C) 
Airport Dining & Retail: diverse offerings, app ordering 
Expanded Terminal Events: holiday parade, Lunar New Year 
Customer Service: information "hubs", baggage claim wait area 
7

Customer Experience Initiatives & Programs 
Seattle-Tacoma International Airport Brand Strategy 
- Developing a distinct airport brand to create clear expectations for the customer
and to differentiate SEA in the marketplace 
- The official name remains unchanged - will appear on major airport signage; no
changes for local vernacular of "Sea-Tac" (e.g. I-5 signage) 
- Increased use of historic airport code "SEA" (e.g. on-line uses such as SEA App) 
- Continued engagement with stakeholders; Late-fall timing for introduction 
Improving and expanding customer communication tools: 
- Real-time engagement with customers via social, responding to phone calls and
inquiries via e-mail and web site; close coordination with External Relations 
8

Customer Service Overview 

QUESTIONS? 


9