Jason Smith

Jason has worked extensively with San Francisco International Airport and Los Angeles World Airports on their wayfinding enhancement programs, along with a range of strategic, planning and design projects focused on improving the guest and employee experience.

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SFO AIOC: mapping operations with an eye on guest experience

San Francisco International Airport (SFO) is creating a new Airport Integrated Operations Center (AIOC) to enhance the passenger journey. SFO set the challenge to map the SFO guest experience alongside existing airport operations to support this initiative. Our efforts resulted in a customer journey map that tells the story of SFO's guest and operations journey. In collaboration with airport stakeholders, employees and subject-matter experts, a unique SFO customer journey map was developed, highlighting key experience moments and opportunities for improvement across arrival and departure journeys. It has become a valuable tool for communication, education and celebration across all departments.

The audience will learn:

• Use of customer journey mapping as a strategic communication tool in building empathy with the guest and operations perspective
• Articulating relationships between SFO's stakeholders across all customer journey stages
• Cultivating meaningful collaboration and conversation on operational and service enhancements
• Use of customer journey mapping to support creative service innovation and world-class team working practices
• Identify enablers, barriers, factors and opportunities to maximize guest experience quality and optimize airport operations efficiency