Emirates Customer Satisfaction Survey
Q2 2015/16
©TNS 2015
Background
The Emirates Air Line (EAL), the UK’s first ever urban cable car, opened to the public on 28
June 2012. Passengers can now cross the River Thames travelling at heights of up to 90
metres between the two terminals – the Emirates Greenwich Peninsula and the Emirates
Royal Docks.
This report focuses on the Q2 2015/16 results of the EAL Customer Satisfaction Survey
(CSS), conducted from 28 June 2015 to 15 September 2015. This report also includes
comparisons, where appropriate, with previous quarters:
•
Q1 2015/16 (1 April 2015 to 27 June 2015)
•
Q4 2014/15 (4 January 2015 to 26 March 2015)
•
Q3 2014/15 (14 September to 28 December 2014)
•
Q2 2014/15 (22 June 2014 to 7 September 2014)
©TNS 2015
2
Headlines
Overall satisfaction among EAL customers is 93 in Q2 2015/16, consistent with the last quarter.
Overall Satisfaction
(mean score out of 100):
93
%
3
18
% of customers
scoring 0-60 out of 100
80
% scoring
70-80
% scoring
90-100
The satisfaction score for customers starting their journey at Royal Docks gains one point this quarter
bringing it to 94, one point higher than Greenwich Peninsula terminal where satisfaction is 93.
Since Q1 2015/16, a greater proportion of customers used the EAL for leisure.
Customers are more satisfied on weekdays – most likely due to less queuing and crowding at the terminal.
There was no difference in satisfaction between those on Discovery tickets and those who were not.
Emirates Customer Satisfaction Survey
©TNS 2015
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There is less certainty around whether EAL customers are likely to use it again in the future, a
similar score to this time last year.
Likelihood of using the EAL in the future
%
5
6
50
47
4
43
6
46
6
41
6
Not applicable - not returning to London in the
foreseeable future
Maybe in the future\Don't know
48
Sometime in the next 7-12 months
16
17
22
18
Sometime in the next 2-6 months
18
16
18
14
18
19
8
2
2
8
3
6
6
2
5
6
2
3
9
2
5
7
1
8
Q1
Q2
Q3
Q4
Q1
Q2
16
2014/15
(asked to first time customers)
13
Sometime in the next month
Sometime in the next fortnight
Sometime in the next week
2015/16
(asked to all)
Emirates Customer Satisfaction Survey
Base: All using the Emirates Air Line between 28/06/15 – 15/09/15 (n=861)
©TNS 2015
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Though nearly two in five Londoners (40%) say they are likely to use EAL again in the next 6
months.
Likelihood of Londoners using the EAL in the future
%
4
39
3
39
2
34
3
3
4
Not applicable - not returning to London in the
foreseeable future
37
35
43
Maybe in the future\Don't know
Sometime in the next 7-12 months
15
16
19
16
13
17
22
14
11
2
4
3
7
4
7
9
4
3
Q1
Q2
Q3
Q4
22
13
15
2014/15
29
(asked to first time customers)
25
14
18
11
2
6
2
9
Q1
Q2
Sometime in the next 2-6 months
Sometime in the next month
Sometime in the next fortnight
Sometime in the next week
2015/16
(asked to all)
Emirates Customer Satisfaction Survey
Base: All Londoners using the Emirates Air Line between 28/06/15 – 15/09/15 (n=398)
©TNS 2015
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Customers show similar levels of satisfaction as the previous quarter.
2013/14
Q3 : Overall Satisfaction
2014/15
2015/16
Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q4
Q1
Q2
93
93
93
92
92
93
93
94
93
93
Q4 : Likelihood to recommend Emirates Air Line
94
94
95
94
94
94
94
94
94
94
Q5.1 : Length of wait/queue at the terminal
95
94
95
94
93
93
95
94
93
93
Q5.4 : Level of crowding at the terminal
94
93
95
94
92
93
95
94
93
93
Q5.5 : Information, signs and maps at the terminal
91
90
91
91
89
89
91
92
91
92
Q5.6 : Personal safety at terminal
96
96
96
96
96
95
96
96
96
96
Q5.7 : Ease of buying ticket for journey
94
94
94
94
93
91
93
95
94
93
Terminal Average (average across several variables)
94
94
95
94
93
92
94
94
93
93
Q6.1 : Level of crowding inside the cabin
96
95
96
96
95
94
96
95
95
95
Q6.3 : Personal safety during journey
96
96
95
96
96
95
96
95
95
95
Q6.4 : Information inside the cabin
89
87
87
88
85
88
90
87
87
87
Q6.7 : Comfort inside the cabin
95
95
94
95
95
93
94
93
94
95
Q6.8 : Ease of getting into cabin
97
96
96
96
96
95
96
96
96
96
Cabin Average (average across several variables)
94
94
94
94
93
93
95
93
94
94
Q7 : Length of journey
92
91
91
90
89
91
92
92
91
90
Q9.1 : Availability of staff at terminal
95
95
95
94
94
94
94
94
95
96
Q9.2 : Helpfulness and appearance of staff at the terminal
95
95
95
95
95
94
94
95
95
95
Q9.4 : The warmth and friendliness of staff on duty?
-
-
-
-
-
-
-
-
95
95
Staff Average
95
95
95
94
94
93
94
94
95
95
Personal Safety Average
96
96
96
96
96
95
96
96
95
96
Q13 : VFM
85
85
85
85
84
86
87
86
86
87
-
-
-
-
-
80
80
74
77
82
Q39 : Video Satisfaction*
NB: Coloured shading highlights high to low mean scores (green to red)
*Small base size (<100)
Emirates Customer Satisfaction Survey
Base: All using the Emirates Air Line between 28/06/15 – 15/09/15 (n=861)
©TNS 2015
6
Those living outside of London tend to be more positive towards EAL.
2012/13
2013/14
2014/15
2015/16
Q2
Q3
Q4
Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q4
Q1
Q2
93
93
93
93
93
93
92
92
93
93
94
93
93
Overall
94
92
Discovery ticket*
94
93
Non-Discovery ticket
92
92
93
92
93
92
91
91
92
93
93
92
92
Live in London
95
94
94
94
93
93
94
93
95
93
96
95
95
Live in the South East
93
94
93
94
95
94
94
96
94
95
95
96
96
Live elsewhere in the UK
91
93
92
93
91
92
93
92
94
94
92
92
93
Live overseas
93
93
93
94
94
94
93
93
93
94
94
94
93
Weekday
92
92
93
92
92
92
92
92
94
93
93
92
92
Weekend
NB: Coloured shading highlights high to low mean scores (green to red)
*Small base size (<100)
Emirates Customer Satisfaction Survey
Base: All using the Emirates Air Line between 28/06/15 – 15/09/15 (n=861)
Q3 Overall satisfaction, Q22 Where do you live?, Q15a Type of fare paid
©TNS 2015
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Those using EAL for work-related journeys are most satisfied with the journey length. Those
using it for non-work related journeys are less satisfied with journey length. The majority,
however, rate the length of the trip as being ‘just right’.
30% rate the
Satisfaction with journey length x trip purpose
(mean score out of 100)
95*
journey as too short
compared to 69%
that rate it as just
right
96
91
89
91
89
Q1
Q2
N/A
Work-related journey
Just for the experience
(e.g. sightseeing,
holiday)
Leisure
N/A
Educational (e.g. school Personal (e.g. doctor,
trip)**
bank, church,
shopping)**
*Low base sizes (<50)
** N/A (base sizes <10)
Emirates Customer Satisfaction Survey
Base: All using the Emirates Air Line between 28/06/15 – 15/09/15 (n=861)
Q7 Length of journey, Q41 length of trip, Q16a Main journey purpose
©TNS 2015
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Key Drivers of Overall Satisfaction – all areas of the experience
Value for money has the greatest influence on overall satisfaction. The view and information
measures are also important.
%
VFM
13
Actual view
Information inside the cabin
10
Information, signs and maps at the terminal
9
Helpfulness and appearance of staff at the terminal
9
Ease of buying ticket for journey
6
Personal safety during journey
6
Length of wait/queue at the terminal
5
The warmth and friendliness of staff on duty
5
Personal safety at terminal
5
Level of crowding at the terminal
5
Length of journey
4
Level of crowding inside the cabin
4
Comfort inside the cabin
4
Availability of staff at terminal
Ease of getting into cabin
IMPORTANCE SCORE
(the higher the score, the more
it drives overall satisfaction) –
based on correlation analysis of
the satisfaction scores.
10
3
R-squared value = 37%
 A Shapley regression measures the closeness
of fit between overall satisfaction and other
contributing measures.
 The R-squared value shows the combined
power of each measure which means that all
these attributes can explain 37% of the
overall satisfaction score. This value is within
the range typically found in other CSS modal
surveys using similar methods and content
(35-45%).
2
Emirates Customer Satisfaction Survey
Base: All using the Emirates Air Line between P3 and P6 2015/16 (n=1085)
©TNS 2015
Shapley Regression: Importance to Overall Satisfaction
9
Key Drivers of Overall Satisfaction – main areas of the experience
Aspects related to the terminal have the greatest influence on overall satisfaction, followed by
value for money and aspects related to the cabin
%
Terminal Average
Cabin Average
26
Staff Average
17
VFM
13
Personal Safety Average
Length of journey
IMPORTANCE SCORE
(the higher the score, the more
it drives overall satisfaction) –
based on correlation analysis of
the satisfaction scores.
30
11
4
 ‘Averages’ represent the aggregated
scores for various combinations of
measures
Emirates Customer Satisfaction Survey
Base: All using the Emirates Air Line between P3 and P6 2015/16 (n=1085)
©TNS 2015
Shapley Regression: Importance to Overall Satisfaction
10
Methodology
Face-to-face interviews were conducted with a random sample of EAL customers as they exited the terminals (Greenwich
Peninsula and Royal Docks) after their flight.
Fieldwork covered both weekdays and weekends at the two terminals to ensure a representative sample of users were included in
the survey.
Quarter
Dates
Base Size
Q2
28 June 2015 to 15 September 2015
861
Q1
01 April to 27 June 2015
723
Q4
4 January to 26 March 2015
577
Q3
14 September to 28 December 2014
670
Q2
22 June to 7 September 2014
694
Q1
30 March to 15 June 2014
701
Q4
7 January to 16 March 2014
673
Q3
15 September to 28 December 2013
710
Q2
23 June to 10 September 2013
737
The interviews are based on a short 6 minute questionnaire collecting:
 Customer satisfaction with all aspects of the trip
 Key profile information e.g. where do they live? purpose of trip? frequency of using EAL
Satisfaction measures are rated on a scale of 0-10 where 10 is extremely satisfied and 0 is extremely dissatisfied. Mean scores
(e.g. 9.2) are indexed to provide a score out of 100 (92).
An initial survey ‘pilot’ was carried out (978 interviews completed between July – September 2012), but results from that wave
are not shown in this report.
Up to Q4, the video was shown in all cabins and all customers were asked to rate it. During Q4, the Discovery Experience ticket
was introduced and the video was only shown to those with Discovery Experience tickets. The questionnaire was amended in P13
so that only Discovery Experience customers were asked to rate the video. Therefore, scores for the video are not shown for Q4
as the base size for P13 only is too small (and scores for P11 and P12 are no longer relevant).
Emirates Customer Satisfaction Survey
©TNS 2015
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