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Customer Relationship Management and Complaints Management

Since 2010, we have been using an innovative CRM platform developed to manage relations with our customers, who, as passengers, have different demands and expectations from other service users. In 2018, registered users of the SEA CRM system reached 3,160,000 (up approximately 50% compared to 2017). This very encouraging trend was mainly attributable to the Wi-Fi system and e-commerce. Over 2,500,000 subscribers expressed consent in allowing us to send them the newsletter and research questionnaires, allowing us to inform the airport user and to understand expectations and evaluations, in order to focus our airport service offer.

Numerous channels are available for the reporting of complaints:

  • website ( – “contacts” section);
  • fax;
  • form sent at the Info desk;
  • letter.

We treat all complaints and issues reported on services offered with maximum attention and discretion and we commit to respond in the shortest time possible, and however within 28 days of receipt of the communication. In addition to quality surveys, as airport operator, we analyse all complaints (even if only less than one third refer directly to the services or scope of expertise of the group’s companies), in order to address all critical elements reported in the airport system. The Customer Relationship Management system facilitates both passengers in submitting complaints and our management of such complaints.

Complaints classification by issue in 2018 (%)

Baggage and lost & found 27
Security controls 8
Check-in, boarding 10
Flight operations 6
Parking 12
Comfort 8
Information 2
Retail 4
Other 23

Source: SEA

The analysis of complaints received concerning passport control queues, due to regulatory compliance adjustments, led to the strengthening of our commitment to installing e-gates, which are now fully functional. A new bathroom format has been defined by a project combining the work of an inter-company team and the consultancy of an international design studio.

A company specialized in service design has been appointed to help improve the passenger “time to gate” experience in the airside area. The project activity, which also led to the creation of a “Passenger Lab” within Terminal 1, generated a series of insights, directions and concepts that can be developed in order to define a clearer identity for the airport. A 2019-2021 road map has also been outlined with three project development themes entitled “Effortless Fluidity”, “Technologically Human” and “Hyper Milanese”.