Enhancing Strategic Planning Through Member Feedback.
Understanding and Addressing the Evolving Needs of Australian Airports
The Work
Over the past decade, our collaboration with the Australian Airports Association (AAA) has been a journey of strategic transformation of their member engagement program. With AAA serving as the collective voice for over 340 airports across Australia, incorporating local country community landing strips through to major international gateway airports, our aim was to harness member feedback to drive meaningful change.
Our Approach
Initiating our partnership in 2014 and coinciding with a new leadership team and a Board looking to implement a new strategic plan, we embarked on a comprehensive member engagement survey program. This initiative was not just about measuring satisfaction; it aimed to delve deep into the unique challenges and needs of AAA's diverse membership base.
Our inaugural survey revealed significant variances in the needs of airports of different sizes and locations, laying the groundwork for targeted strategic action. Leveraging these insights, AAA took key steps to enhance its support for members, notably through the establishment of a dedicated resource to cater for smaller airports. This move was informed by the survey's findings, emphasising the association's commitment to inclusivity and tailored support. The result was a remarkable uplift in member satisfaction and the Net Promoter Score (NPS).
The journey didn't stop there. In response to the unprecedented challenges of the COVID-19 pandemic, we conducted another critical survey in 2021 to recalibrate AAA’s priorities, ensuring their efforts addressed the most pressing issues for members across all segments. Our latest survey in 2023 continued this approach, focusing on current challenges such as skills shortages, economic and financial headwinds, and critical infrastructure needs.
Outcome
Our decade-long initiative has significantly informed AAA’s strategic direction and underscored the power of active listening and adaptation in member engagement. Regular biennial surveys enable AAA to stay attuned to industry issues, providing clear benchmarks for member satisfaction and engagement. This ongoing feedback loop ensures AAA’s strategic and operational plans are directly aligned with members' evolving needs.
Our work with AAA exemplifies our commitment to driving member-centric strategies that yield tangible results, reinforcing the value of continuous engagement and strategic responsiveness in fostering organisational growth and member satisfaction. The words of an airport member in the 2021 survey, describing AAA as "one of the most active and productive industry representation organisations I have ever had the opportunity to be part of," encapsulate the essence of our collective achievements.
“Survey Matters has been conducting the Australian Airports Association (AAA) member engagement research since 2013.
The latest project was conducted in late 2023, after a period of severe disruption for our 340 airport and 120 non-airport members, caused by the impact of the COVID 19 pandemic. The data and insights from the project were invaluable for the AAA as it began a new strategic planning process. Having the member survey results segmented by our different member categories allowed us to focus efforts on those activities and services that were most important to each of these diverse groups. The outcomes have helped shape our strategic plan and member engagement strategies for the future to ensure we are delivering services that meet our member expectations, requirements as well as develop new services which create member-value.
I have no hesitation in recommending Survey Matters to any peak industry body looking for information and insights into different member needs.
— Adrian Plumb, Chief Operating Officer, Australian Airports Association