Newark Airport Sees Improved Customer Scores in Latest Survey

Before the coronavirus pandemic gutted air travel, record-breaking numbers of travelers jammed Newark Liberty International Airport and along with the crowds came survey’s that ranked the airport among the worst in 2018 and 2017.

Those J.D. Power survey constantly put the the Port Authority of New York and New Jersey’s trio of airports at or near the bottom of rankings for customer satisfaction, when compared to other major airports in the nation. In 2019 and 2020, Newark Liberty was ranked dead last.

But Newark airport officials say they have been working hard to overcome those issues. A recent Airport Service Quality survey, which is conducted by Airports Council International, showed signs of improvement at Newark airport with a 3.91 score out of 5 from customers, up from 3.78 in 2019. (No survey was conducted in 2020 due to COVID-19).

“We’re happy to see that,” said James Gill, Newark airport general manager. “It’s a testament to the (airport) team. But we have a lot of work to do. Those quarterly surveys really give us a direction of where to focus.”

Gill took NJ Advance Media on a recent tour of Newark Liberty’s Terminal B to highlight some of the recent efforts to improve customer satisfaction.

The “5 C’s.”

The better ASQ results came from focusing on what Gill called the “5 C’s” - points that matter the most to our customers: courtesy, cleanliness, condition, concessions, SeCurity (he admits the last C was a stretch.)

“It’s a clear initiative by the Port Authority to focus on the customer experience,” Gill said. “It’s getting back to what customers want and frankly, deserve.”

It also reflects marching orders from Port Authority Executive Director Rick Cotton and Board chairman Kevin O’Toole after they were appointed in 2017 to make facilities “world class.”

• Courtesy - Make sure people are treated the way someone would want their grandmother treated - with respect, courtesy and friendliness, Gill said. In an airport with 23,000 employees, that takes training and problem solving. Airport teams work with new employees, TSA and concessionaires on customer service training. Port Authority airports also are part of the Sunflower Lanyard program to identify travelers with “hidden” challenges such as autism, PTSD or hearing loss that allows passengers to discretely identify themselves to airport staff as needed a form of assistance.
• Concessions - Airport officials are looking for more concession opportunities and brands customers like, Gill said. New concessions have opened at the airport including Smashburger.

• Cleanliness - “Rigorous” is the word Gill used to describe the airport’s cleaning processes. That involves following Airports Council International and Global Biorisk Advisory Council recommendations and being accredited by both groups, he said.
• Condition - New highway signs on Routes 1&9 and in the airport direct travelers to terminal and parking. Amenities such as premium parking closer to terminals can be booked on the airport website, which has been made more mobile device friendly.
• Security - Airport teams work with the TSA and other security especially during heavy-demand periods “to make sure have the right people in the right place to facilitate that flow,” Gill said. Both the Clear express airport security line and Virtualine in Terminal A allow travelers to reserve a TSA security screening line spot. Of the 30,000 people who’ve used Virtualine, 90% said it helped expedite the experience, Gill said

N.J. Identity

The airport has also reinforced the message that you are indeed in New Jersey. The effort ranges from Welcome To New Jersey signs for arriving passengers, to gift shops selling New Jersey centric coffee mugs and apparel.

Numerous New Jersey Hall of Fame banners and signs now highlight inductees.

“We’re trying to reflect the community, that you are here in New Jersey,” Gill said.

Nothing to do with big construction projects.

A new Terminal A is near completion at Newark and new terminal construction is wrapping up at LaGuardia and starting at JFK, but they don’t factor into the survey results.

“Big projects move the needle more quickly, but we want to focus on the things that will forever be ongoing,” Gill said. “We’re doing a lot in other places.”

Ongoing work includes renovating restrooms in Terminal B and C, improved energy efficient lighting in Terminal C, more use of natural light, United Airlines new Polaris Lounge in Terminal C and technological enhancements such as United’s one step baggage check in process, Gill said.

Six airlines in Terminal B also offer check-in kiosks that allow their passengers to bypass the traditional check-in counters.

How the survey works?

“The ASQ process is an actual survey to a customer at a gate,” Gill said. “We ask if the person is willing to participate and they give us an unbiased aspect on how different parts of journey went. It gives us a good indication of where we can improve.”

ASQ officials said the survey is strictly about passengers airport experience and not about the flight.

In the airport, a traveler probably can’t throw a carry-on bag without it hitting a stand-alone feedback station in the airport. Flyers push a button to grade their experience or scan a QR code to take a contactless smartphone survey. Covered topics include restroom cleanliness, concessions and check-in. Yes, hand sanitizer dispensers were close to feedback stations.

If there are numerous neutral or negative feedback from a particular station, mangers are alerted to have a team check the issue.

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Larry Higgs may be reached at [email protected].

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