COMMISSION 
AGENDA MEMORANDUM                        Item No.          9b 
BRIEFING ITEM                            Date of Meeting       June 26, 2018 
DATE:     June 19, 2018 
TO:        Stephen P. Metruck, Executive Director 
FROM:    Michael Drollinger, Director  Business Intelligence 
SUBJECT:  Customer Experience and Business Intelligence at the Airport 
EXECUTIVE SUMMARY 
The purpose of this briefing is to share with the Commission how business intelligence tools are
leveraged by staff to support decision making, define strategy and focus resources with the goal
of best satisfying community needs as they relate to the services the Port of Seattle provides. 
BACKGROUND 
The Port of Seattle's 5-year plan clearly articulates the organization's mission and vision
statement as well as provides a set of supporting strategies and objectives. At the core of this
planning effort is a desire to create and perpetuate the appropriate community image, as well
as build and maintain the optimum constituent relationship by providing superior service
quality. 
In that regard, image-wise, making Sea-Tac Airport "the West Coast Gateway of Choice" for
international travel; advancing the region as a "leading tourism destination / business gateway"
and relationship-wise, being perceived as "the top customer service airport in North America"
are specifically stated goals the Port of Seattle is focused on achieving strategically. 
The Business Intelligence (BI) Department, an internal Port Center of Expertise (COE), was
created to collect, filter and, disseminate data insights across the organization. Today, BI's role
has been expanded and refined with a more focused approach on (1) systematically and
proactively building an  enterprise  information support system which supplies timely and
accurate information, as well as (2) providing guidance in its application. Central to this effort is
the realization that there are organizational needs to prioritize limited resources, identify and
clearly understand choice options, gain consensus/agreement, and select solutions with the
greatest gain in achieving the Port's stated goals. 
Using select case studies, staff will illustrate how information curated by BI is not only
facilitating strategy development and resource prioritization, but also driving culture change. 
Staff will also share efforts underway to create a powerful and innovative enterprise data
analysis and market research program that supports the need to understand what is and is not

Template revised April 12, 2018.

COMMISSION AGENDA  Briefing Item No. _9b_                                Page 2 of 2 
Meeting Date: June 26, 2018 
important to focus on in generating the desired community image and optimum customer
relationship. 
ATTACHMENTS TO THIS BRIEFING 
(1)   Presentation slides 
PREVIOUS COMMISSION ACTIONS OR BRIEFINGS 
None 















Template revised September 22, 2016.