Development of a Digital Customer Experience in Air Navigation Services
Nikkarinen, Mikko (2022)
Nikkarinen, Mikko
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202205169695
https://urn.fi/URN:NBN:fi:amk-202205169695
Tiivistelmä
The aim of this thesis is to study the formation of a digital customer experience and clarify how customers experience digital services in air navigation services. The commissioner of the thesis is Finnish air navigation services company Fintraffic ANS. Increasing the degree of digitalisation is part of commissioner’s strategy, and based on the research results, development proposals are presented to improve digital customer experience.
The research was conducted as a quantitative survey in April 2022. The target group includes 3 Finnish flight schools and general aviators. A total of 45 respondents replied to the questionnaire. The questionnaire consists of 23 questions. Most of the questions are opinion scale arguments that measure the general attitudes towards digital services, the functionality of current services and certain functionalities related to new flight preparation application. In addition, the questionnaire has open questions for a deeper analysis. The results were analysed using percentage distributions and weighted averages. For open questions, similarities were sought from answers and combined using cluster analysis methods.
The theoretical part deals with digitalisation in aviation, as well as the digital customer experience and its formation. Both Finnish and foreign literature sources, internet publications and scientific articles have been used as sources of origin. Digital customer experience is a subjective view of a company formed by customer when visiting any digital touchpoint during the customer journey. The digital customer experience is a very individual issue, which can be influenced by the background of the customer, situation, and emotional state of the individual.
According to study, the most important individual factors in formation of customer experience were easy access to services, the possibility of self-service and the possibility to personalise services. The results indicate, that current Fintraffic ANS digital services are at good level. However, there were things to develop, for example in the flight plan process, in retrieving and filtering data and in the presentation of information graphically. The study also highlighted the need for better information sharing for aircraft in-flight at lower airspace.
The study showed that a good and effortless customer experience is important and has an impact on flight safety. The commissioner’s strategy and digitalisation project aim to centralise fragmented services that will enhance customer experience. However, improving customer experience requires a holistic vision and implementation. Improvement will not be achieved through silo-like technology projects alone. Digitalisation enables the company to further improve airspace management, increase safety and create conditions for a good digital customer experience.
The research was conducted as a quantitative survey in April 2022. The target group includes 3 Finnish flight schools and general aviators. A total of 45 respondents replied to the questionnaire. The questionnaire consists of 23 questions. Most of the questions are opinion scale arguments that measure the general attitudes towards digital services, the functionality of current services and certain functionalities related to new flight preparation application. In addition, the questionnaire has open questions for a deeper analysis. The results were analysed using percentage distributions and weighted averages. For open questions, similarities were sought from answers and combined using cluster analysis methods.
The theoretical part deals with digitalisation in aviation, as well as the digital customer experience and its formation. Both Finnish and foreign literature sources, internet publications and scientific articles have been used as sources of origin. Digital customer experience is a subjective view of a company formed by customer when visiting any digital touchpoint during the customer journey. The digital customer experience is a very individual issue, which can be influenced by the background of the customer, situation, and emotional state of the individual.
According to study, the most important individual factors in formation of customer experience were easy access to services, the possibility of self-service and the possibility to personalise services. The results indicate, that current Fintraffic ANS digital services are at good level. However, there were things to develop, for example in the flight plan process, in retrieving and filtering data and in the presentation of information graphically. The study also highlighted the need for better information sharing for aircraft in-flight at lower airspace.
The study showed that a good and effortless customer experience is important and has an impact on flight safety. The commissioner’s strategy and digitalisation project aim to centralise fragmented services that will enhance customer experience. However, improving customer experience requires a holistic vision and implementation. Improvement will not be achieved through silo-like technology projects alone. Digitalisation enables the company to further improve airspace management, increase safety and create conditions for a good digital customer experience.