Knowing Your Customer in the Digital Age

Inaugurated on 20 April, 1925 Copenhagen Airport was one of the first civil airports in the world. From the days when sheep were used to keep the grass on their runways short, Copenhagen Airports has become Scandinavia’s biggest airport with roughly 30.3 million passengers in 2019.

The airport has long had an ambition to grow to 40 million passengers a year. Through our partnership, we've continued to get the airport to see that the way to that goal is through better passenger experience and happier customers.

Anyone racking their brains over e-commerce knows good data is vital in making your customers happy. Copenhagen Airports understands this and is working on a complete workaround of its digital customer experience.

As consumers, we all know the pleasures of finding a good Taxfree deal. But most airports make that good deal more of a random catch than a personalised experience that fits smoothly into the customer journey. This is no longer the case for passengers at Copenhagen Airports (CPH).

The customer journey wheel identifies all touchpoints, or contact moments between traveller and airport. In the flight search process, CPH uses profiling cloud software to collect data. Next comes travel preparation and taxfree shopping—all as stress-free as it can be. Product Information Management (PIM) enables smooth disclosure of product presentations in one central interface.

Once at the airport, the airport app, wifi and mobile points of sale (POS) engage the traveller even more. And after arrival at the destination, it continues and eventually it starts all over again with booking or preparing for the next flight.

The main idea behind all this profiling, clouds and data management is to get into the mind of the customer. The more personal their airport experience becomes, the more appreciated they will feel and the more time and money they will spend.

Because in the end, don’t we all prefer to spend our money and time with friends who appreciate us for our unique personality?

The great work and the great results that Copenhagen Airports and Valtech have achieved, has been recognized on several fronts including getting awarded at Danish Digital Awards 2016 in the categories: Platforms & Systems and Building Business.

• $7.3 million savings on Customer Service by improving online usability
• $5.9 million revenue growth, especially through shop.cph.dk
• 34% revenue growth on shop.cph.dk in 2015, mostly by integration of the different digital platforms (CPH.dk, loyalty program, parking site, app).
• 200% bigger average order value when combining offline with online shopping