ACI’s Airport Customer Experience Accreditation Surpasses 100 Airports: Interview with President of Airports of Thailand, Dr. Kijmanawat Kerati

Earlier this year, ACI World announced a big milestone – 100 airports had been accredited in the ACI Customer Experience (CX) Accreditation program. While many airports worldwide embark on this journey and work on achieving accreditation, Mae Fah Luang Chiang Rai International Airport in Thailand became accredited airport Number 100.

Surpassing 100 accredited airports is a testament to an increasing focus on improving airport experience globally. More and more airports prioritize customers in their strategies and look to ACI for guidance in airport customer experience management.

We sat down with Airports of Thailand President Dr. Kijmanawat Kerati to discuss the value of Customer Experience Accreditation for the airport operator, community, and public.

Congratulations, Dr. Kijmanawat Kerati, with this big achievement. Could you tell us what were your reasons for joining ACI’s CX Accreditation?

Airports Authority of Thailand (AOT) is committed to being customer centric to benefit stakeholders, including passengers and the airport community, while elevating the overall air travel experience of the Thai aviation industry. With ACI’s CX Accreditation program, we gain access to a comprehensive framework and guidelines to guide us towards achieving excellence in customer experience management which is a key driver to our success. Achieving accreditation from ACI represents another significant milestone in our pursuit of exceeding passenger expectations.

What did you learn in the process, what were the biggest takeaways?

The CX Accreditation allowed Mae Fah Luang Chiang Rei International Airport (CEI) to implement new practices in customer experience management through the guidelines and assessments provided. Working on accreditation gave us the opportunity to deepen our understanding of our customers, which encompassed key elements and guidelines on the application of appropriate tools. With eight different domains, it motivates us to persistently advance and ultimately improve the overall airport experience while fostering a customer-centric community within the airport.

Perhaps it’s too early to talk about it at Level 1, but what would you say was the biggest benefit of CX Accreditation for your airport?

Achieving CX Accreditation Level 1 marks a pivotal advancement in enhancing customer experience and establishing a structured framework for effective passenger experience management. This accreditation empowers airports to prioritize customer satisfaction and adapt management strategies accordingly. Moreover, it serves as a valuable marketing asset, effectively communicating and promoting the airport’s initiatives to enhance the passenger journey  among stakeholders and the public. As CEI prepares for the next level, we are building a plan to further develop and improve customer experience. Lastly, achieving the accreditation demonstrates the airport’s commitment to delivering positive customer experiences.

Mae Fah Luang International Airport implemented many initiatives for customer understanding, including Airport Service Quality Survey (ASQ), online passenger feedback, social media comments, etc. What do you personally and your executive team members do to stay close to customers? Describe some of the activities you do to connect with passengers, to better understand  their needs and expectations.

It is essential to stay close to our customers to understand their needs, predict their behavior, and provide an engaging experience. As the CEO of Airports of Thailand, together with executives from Mae Fah Luang Chiang Rei International Airport, we conduct routine terminal visits to monitor passenger flow and activities. Particularly during special holiday seasons when airports are bustling with large numbers of passengers, we aim to ensure that the operation is seamless despite the congestion. The executive team works closely with the customer experience team to monitor customer satisfaction levels and feedback as well as develop solutions to fulfill the needs of passengers.

What can you recommend to airports that are considering joining the CX Accreditation program?

I highly recommend airports to consider joining CX Accreditation program offered by ACI. This accreditation offers a comprehensive framework for enhancing customer experience, highlighting a strong commitment to prioritizing passenger satisfaction. By aligning with the program’s requirements, airports can expect tangible improvements in customer service, efficient operations, and overall, a more pleasant airport environment. Achieving accreditation will not only enhance the overall passenger experience but also contributes to increased operational efficiency.

In 2024, six airports operated by Airports of Thailand achieved Customer Experience Accreditation and were awarded their certificates on stage at the prestigious awards ceremony held during the annual ACI World Customer Experience Summit and Exhibition in Atlanta, USA, in September 2024.