Success driven by data

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Anthony D Brancaccio, sales manager North America, market intelligence, at Argus, discusses the impact of data analysis on the success of a business aviation company and what the role each team member plays in its utilization.

Accurately interpreting data is essential for every business. Analytics provides companies with valuable insight into their performance and competitive landscape through the lens of carefully selected indicators. However, in the past, due to the cost prohibitive nature of these data analysis tools, many companies were unable to access, present and leverage data in a way that would result in a positive impact on their daily operations. Even when organizations overcame this obstacle and gained access to data, few could employ it successfully to achieve strategic goals.

The FBO and airport markets are no different. Data surrounding customer or prospective customer’s flight activity can unlock new opportunities for business growth and significantly enhance customer service. However, historically this data was limited to large FBO chains or well-funded airports with an analyst on staff to turn insights into action, steering growth.

Fortunately, flight activity data has become more assessable through aircraft traffic management tools like Argus International’s TRAQPak FBO. This tool pulls in FAA – and now Eurocontrol – data to offer live flight tracking, historical activity and owner and operator contact information.

However, even with flight tracking data, the knowledge behind how to efficiently use this information can create a significant hurdle for general managers, customer service managers and marketing managers. Many in these roles operate under the belief that because they are not analysts and they are unable to extract valuable insights and act upon them.

Here are a few ways stakeholders from the industry’s most successful airports and FBOs leverage flight activity data to reach their organizational goals:

General manager

Within an FBO, a general manager’s mission is to ensure the customer base is growing in concert with fuel sales and ramp activity relative to their competition. Specialized data allows managers to understand a customer’s flight activity and typical mission profile; this information is essential in gauging the potential lifetime value of a customer.

Additional details like the number of trips, fuel burn, fuel capacity and frequent destinations are also game changers when it comes to identifying potential customers.

Customer service manager

In today’s competitive FBO environment, customer service managers must fulfill all customer requests and verify that even their smallest needs are met, and the customer has received the highest level of service possible.

If there is any information missing from a customer request – such as catering, fuel or ground transportation information– it can initiate a domino effect that may lead to multiple employees breaking their routine to resolve the mishap. This scenario is where many organizations lose customers to competing FBOs.

The ability to run a report on historical records at their convenience – to note preferences and record travel trends of a VIP, based tenant or a newly acquired customer – can give the organization an edge. Through the leverage of flight tracking data, customer service managers can create behavioral profiles on crucial clients and ensure items are in stock and notify preferred services before an aircraft’s arrival or departure.

Equally important is knowing who may no longer be visiting the facility and the ability to determine if that former customer is going to a competing location.

Marketing manager

Marketing managers ensure the achievement of general manager goals and prevent the customer service department from falling short on the number of guests serviced.

A marketer’s goal is to utilize as much information as possible to build successful targeted campaigns focused on customer acquisition and retention.

Using flight tracking data, marketers can observe patterns in traffic to neighboring or competing providers and create campaigns to encourage aircraft operators and owners to consider flying to their location at their next visit through enticing discounts and promotions.

Discovering untapped potential

In today’s marketplace, all FBOs and airports can tap into flight activity data by organizing, processing and utilizing it to create improved operations. There are many benefits, such as better service standards, stronger customer retention, greater revenue, the ability to derive critical market insights, the achievement of growth goals and enhanced customer service through anticipation of their activity. With the proper tools, flight activity data can unveil untapped potential for FBOs and airports of all sizes.

Bio:

Anthony D Brancaccio is sales manager North America, market intelligence, at Argus International.

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