The Aspire Way – Customer Experience

The aspire way
excellent customer experiences

We aim to exceed customers’ expectations by consistently delivering excellent customer experiences that are underpinned by positive interactions, customer service and a mantra where we 'Aspire to be Remembered'.

We understand expectations differ according to every lounge location and guest persona, so we offer various processes for our customers to provide their feedback, for it then to be analytically measured and strategically implemented.

Acquiring a wide range of feedback on our lounges, customer service, customer experiences and branding is essential in helping us make the necessary changes to continually refine and improve our product.

Delivering a Truly integrated customer experience...

BRANDING
Defining, promising & delivering a unique branded experience

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LOUNGE
Delivering a strong sense of place in a relaxing lounge environment

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OPERATION
Utilising data & best practice for consistent operational delivery

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Great service, good food & drinks. Good value and a quiet place to relax while waiting for a long flight... I will be back soon!

Customer Experience
Multiple award-winning

London Gatwick South Aspire Lounge
Awarded ‘Best New UK Airport Lounge 2019

London Heathrow Terminal 3 Aspire Lounge
Awarded 6th best Airport Lounge in the World 2019 & 2018

Calgary Aspire Lounge
6th Best Airport Amenity, North America 2019

Cork Aspire lounge
Shortlisted for design in the ‘Hotel and Property Awards’ 2019

Various Aspire Lounges
Awarded Certificate of Excellence by Trip Advisor 2018 & 2019

customer experience
hospitality excellence

Our mantra 'Aspire to be Remembered' is designed to empower our staff into feeling they can interact, go out of their way to continually improve customer service whilst being exceptionally kind, polite and friendly; it’s about small, lasting gestures of exceptional customer care that leave a lasting impression.

Customer experience
Analysing Behaviour Trends

We gain an in-depth understanding of our customers’ behaviours, demographics, interests and trends to refine our branding and operational delivery to consistently achieve excellent customer experiences. Customer behaviours vary, not just by global region, airport location, carrier or travel destination, but also by customers’ current ‘travelling persona’, whether that be for leisure, business or both.

Over the past 30 years we have become very proficient at analysing, dissecting and interpreting behavioural trend data and customer insight to implement engagement and operational strategies that are designed to be relevant, timely and appropriate to each audience segment to consistently deliver excellent customer experiences.

Customer experience
Service performance indicators

Our internal Key Performance Indicators (KPIs) are driven by various metrics we use to measure customer satisfaction and loyalty, for example CSAT and NPS.

CUSTOMER SATISFACTION SCORE
Customer Satisfaction Score (CSAT) measures satisfaction with a lounge visit, the Aspire brand, or an interaction. Our CSAT scores are reviewed on a quarterly basis to ensure consistency & reputation are managed and ensure we have a full 360° view of customer sentiment. We share the good and the bad to ensure each Aspire Lounge is delivering at expected levels. It also allows us to react pro-actively to any issues that are reported by customers and ensure that we are enhancing customer loyalty.

NET PROMOTER SCORE
Net Promoter Score (NPS) measures a customers’ sentiment rather than opinions on a specific product or customer service. NPS surveys help us to improve our Aspire brand by allowing us to focus on customers with low scores to determine which areas of business require improvement. It also helps us with referral marketing as we can identify happy customers who may be willing to share their positive experience in a case study or testimonial. Typically, happy customers provide recommendations which can aid the acquisition of new customers and increased revenue.

Customer experience
Welcoming, Relaxing & energising

Energising seating, lighting and layout with a calming ambiance that delivers quality, sophistication and a strong local sense of place. The Aspire lounge environment provide our guests with the 'gift of time' to help find their equilibrium and enjoy an excellent customer experience.

Customer Experience
simple online bookings

Individual experiences with Aspire begin long before customers arrive in our lounges; one of the early ‘touch points’ is the booking process, either directly with us via our e-commerce website or via our reseller and partner network.

Our website at ExecutiveLounges.com is both multi-lingual and multi-currency.

Customer experience
Innovation

Technology plays an important role in delivering a seamless and enhanced customer experience; from online bookings and rewarding loyalty with our mobile app, partnering with innovative technology brands to offer our lounge customers a stimulating and relaxing virtual reality experience influenced by a strong local sense of place, a comprehensive downloadable digital library of interesting magazines and daily newspapers, and creating a wellness environment that aligns our circadian rhythm.

Customer Experience
Social interactions

We carefully monitor online reputation, social mentions and customer sentiment to ensure our core product meets and exceeds customer expectations and to date, this has resulted more than 15,000 insightful and precise customer recommendations. We use this data to map out what ‘excellent looks like’ and adapt our lounges where necessary.

Customer Experience
Excellent Perceived Value

With many years experience operating premium airport lounges we have developed robust processes for measuring customer feedback and satisfaction to understand the various ways our customers talk about the Aspire brand and our product.

This feedback provides us with a view of how Aspire and our products are perceived by our customers and can help us monitor long-term changes both in brand reputation and sales performance.