Touchwork boosts feedback by 3,000% for Cape Town Airport

Cape Town International Airport is getting an overhaul at the moment in readiness for the upcoming 2010 FIFA World Cup. Every quarter the management there have been trying their best to conduct a customer satisfaction survey.

Although when you’re standing in a queue because your flight has been delayed for 4 hours, you’re not in the best frame of mind to answer positively to anything. Let alone an extensive paper questionnaire. The whole process was extremely slow.

Enter Touchwork — the SMS customer experience/market research leaders. They deployed a text feedback system that boosted feedback by a whopping 3,000%.

The beauty of the mobile medium, of course, is that it’s quick. Very quick. As a result, a lot of the feedback received was able to be acted upon immediately by the airport management.

Here’s an example of some of the text messages received:

More seats needed at boarding gates and floors too slippery

To small for the volume of passengers

Could not find parking nowhere to sit & wait lack of choice of eating/drinking place.

No display board near the Sports Bar and pa v difficult to hear

Never any trolleys at drop off or in parking area same problem at ORT trolleys are needed both ways!!!

The fast feedback loop meant that — as an example — the management were able to add more seating to the departure hall. Smart.

This kind of service — provided the management are listening — is absolutely phenomenal.

Nice one, Touchwork!

I can’t quite imagine the volume of complaints and suggestions that we’d be sending to the management at Heathrow or Gatwick here in the UK though…