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ExperienceLab: Dubai Airports Guest Experience

Dubai, United Arab Emirates

Frontline staff have a direct, daily impact on the overall customer experience. We ensure that they understand the effect they have on passengers, have empathy with customers and deliver great customer experiences.

Serco’s ExperienceLab has partnered with Dubai Airports to transform the customer experience at both Dubai Airport (DXB) and Dubai World Central (DWC). Through design of a solution that incorporates technology, training, intelligent rostering and a detailed behavioural charter, ExperienceLab has created a roadmap to improve Dubai Airports’ Net Promoter Score (NPS) and Airport Service Quality (ASQ) ratings. ExperienceLab is also supporting Dubai Airports in redesigning elements of the customer journey that will impact overall passenger experience post-COVID-19. 

Customer journey maps:

Created for the airport to build empathy for customers within the customer services team and help them understand the variations in experiences by different customer groups. 



Workshop based training:

Supervisors demonstrate how staff members’ body language or behaviour impact customer experience