T2 at the London Heathrow Airport. Credit: LHR Airports Limited.

London’s Heathrow Airport and Acxiom have extended their existing contract for the provision of strategy, data, and analytical services for the airport.

Supported by the ‘Connected Spaces’ person-engagement platform, Acxiom analytical services enable the airport to use customer data to understand and react to customer events and actions in real-time.

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The solution, according to Acxiom, pools information in a privacy-compliant way from sources across the enterprise, which includes Heathrow Boutique, Official Heathrow Parking, Heathrow Rewards, Heathrow Express and in-terminal service messaging to create a responsive communications service for travellers.

A better understanding of customer data allows the airport to improve passenger experience from the booking stage to the departure gate.

“Our solution makes a real difference to Heathrow’s customers, working to turn passenger insights into better experiences and it has already increased average known customer spend.”

Commenting on the contract extension, Heathrow eBusiness and CRM head Kylie Andrews said: “Over 78 million passengers travel through Heathrow on an annual basis and we have a vision to enhance their experience, from the comfort of their sofa before they leave home, all the way to their destination. The services Acxiom provides to us are fundamental to this vision.”

The Acxiom and Heathrow partnership comprises Acxiom’s professional services teams, who support passenger engagement strategy, campaign execution services, customer journey planning, data analytics, and data distribution services for the airport.

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Acxiom account director Jason Skelton said: “Understanding individual traveller’s needs from the second they engage with Heathrow through to the moment their plane takes off and then when they come back again is a mammoth undertaking for an organisation of Heathrow’s scale.

“Our solution makes a real difference to Heathrow’s customers, constantly working to turn passenger insights into better experiences and by doing so it has already increased average known customer spend during their time in the airport by 23%.”