Airports & Air Navigation User ChargesWorkshopSAUDI AIR NAVIGATION SERVICES (SANS) Customer & Stakeholder Management

28/11/2018

ANS Services & Business Over

Air Traffic Services Buildings/Location 1 2 9 15

1Headquarter Area Control

CenterApproach Control

Towers2 (APP)

Flights Handled

119,468 Domestic

323,298

702,770                                            Type of

Flights Handled                                                               Overflight

260,00417%

37%

46%                        International

Aerodrome Control Service(TWR) 

Approach Control Service

Area en‐route Control3      Service (ACC) 

Aeronautical Flight4      Information Service (AFIS) 

5     Search and Rescue

AFTN (Aeronautical fixed6 telecommunication 

network)

til recently ANS in Saudi waspublic sector

The beginning of Air TrafficControl in KSA through (flightinformation center “FIC”)

Started the implementationof corporatization its business units

1945 2004 2015 2016 2017 2018

The main divisions for Air Trafficcontrol; Engineering Systems andAirways Engineering became ANS

Strategy andTransformationPreparation

SANSCorporatization

TransformationRoll‐out

3

SANS developed anew transformationalstrategy to cope withlocal and regional

LOCAL GROWTH

•••

83% of Umrah pilgrims arrive via air outlets.

Target of 15 million Umrah pilgrims by 2020 and 30 million by 2030

Expected average annual growth of Saudi air transport market by 4.1%

growth as well as theon‐goingtrends

global REGIONAL GROWTHMiddle‐East has the highest annual passengersgrowth rate 11.8% (2016)

Market size is expected to increase by 244 million passengers by 2035

•

•

GLOBAL TRENDS

Digitization

Efficiency Optimization

4

a result of corporatization a strategyprovide clear direction for the futurto

To provide safe, reliableand cost efficient servicesthrough investing in people, technology and strategic partnership

To become a regionalANSP leader by providing 

world class services

5

Safe

Ope

ratio

n

Effic

ient

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ratio

n

Peop

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cused

Fina

ncialEffe

ctiven

ess

StrategicPa

rtne

rship

Managing Skies … Securing Lives

SANS believes its success is derived by the relationshipsy forge with strategic partners

The leadership in SANS considered multiple inputs to identify the next steps

Requirements for Corporatization

Organizational assessment

Study of ICAO recommendations

Benchmarking for best practices globally

6

Safe

Ope

ratio

n

Effic

ient

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ratio

n

Peop

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cused

Fina

ncialEffe

ctiven

ess

StrategicPa

rtne

rship

This strategic pillar has two main objectives thatdrive our focus…

• Enhancing customer alignment

• Building joint value relationship with key stakeholders

As a result of the studies and assessment SANSestablished the Customer and StakeholderManagement (CSM) department

Responsible for all the activities thatSANS plan to do with domestic externalstakeholder

External stakeholderrelation management

CSMDEPARTMENT

Customer relation management is a hubfor customer insight and customermanagement on behalf of SANS

Customer relationmanagement

7

Section of External Stakeholders

partnership with the external

engagement plan

actions

8

Develop a program to enhance 

stakeholders

Identify and evaluate Programs to enhance the partnership 

between entities

Develop and design the

Execute the engagement plan

Responsibility for any escalation happened between SANS and external stakeholders

Apply reporting and escalation process according to the response time one & two

Manage and Create committeefor unsolved cases if needed

Identify rout cause for the escalated cased for preventive

Ensure that all stakeholder maintain a good efficiency level 

based on the agreed SLA’s between the two entities

Run quality check every quarter.

Ensure provision of the services meet both entities requirement 

as per as ICAO & GACA

Corrective actions to avoid anyshort deficiencies in future

Create and sign SLA’s with airports, metrology and more

Identify all the stakeholders

Gather all the requirementsform both entities

Analyze requirement

Engage & Execute

To be the direct interaction point between SANS and the 

external stakeholders

Complain

Inquiries

Meeting Management

Section of Customers Relation Man

charge and technical

customer

present it

need & feedback

9

Visit customers

Plan the visits

Ready content and

Collect customer

Conduct the user

consultation yearlymeeting with all the

Conduct & manageboth events

Extract actions & responsibility for 

delivery

Update attendees for the actions plan

Implement and run CRM system along 

with customer portal in SANS website

Digitalize theinteraction

Tracking cases,quality check

Enhance customer journey

Identify gaps,data analysis

Analysis customersurveys

Enhance processmapping

Identify the rout cause for the complains

Data collectors

Desk research

Internaldepartments

Aviation newsletters

Run surveys

Yearly surveys to understand SANS customers pain 

areas and to extract internal action plan

To be the direct interaction point between SANS and their customer

Complain

Inquiries

Meetings with customers

Achievements of CSM Department in 2018

ConsultationMeeting withairlines and

IATA

MadinahAirport

Run surveyand identifycustomerneed

Customerdata built

Developsystematicapproach forexternal

stakeholders

RiyadhAirport

External StakeholderSection – Create and

sign SLA’s with

Customer RelationManagement

Section

Extract actionplan for

performanceenhancement

Customervisits

JeddahAirport

DammamAirport

Createcustomerportal pagein SANS web

Create andimplementCRM system

10

O

Defining maturity level in CSM department is key todrive continuous improvement year on year

To be the regional benchmark in customer alignment and satisfaction

Partnership withEnhance customers alignment &satisfaction

2020 customers in decisionmaking and futureplans with clearsatisfaction fromcustomers side

52019

52018 Systematic approach in

engaging the customerand ensure feedbackchannel is activated toachieve customerssatisfaction

2017 4 To be the regionalbenchmark in stakeholders

Ad‐hoc effort to engagecustomers and focus ontheir satisfaction 4

Operating in anindependent approachaside from customersperspective

3

32

21

Systematic approach inengaging the stakeholders1

perating in an independentapproach aside fromstakeholders perspective

Ad‐hoc effort to engagestakeholders

CRM Implementation Journey

How SANS can become more customer focusand moving towards digitization?

Implement CRMsystem backend

Implement customerportal in SANS web

Reduce the processmapping for thecustomer journey

Analyzedata

Develop enhancementstrategy

13

Implement the CRM system                                                                        GTM strategy for CRM system

Create a proper interaction point between SANS & out side entities, by doing the following

p

TM plan contain seven different steps lead to astrong and proper utilization for the CRM system

tep 1 Step 2 Step 3 Step 4 Step 5 Ste     6

Step 7

Marketing

announcement

campaign

14

Define our

Strategy

Digital

Awareness

Customer visits

Build the BudgetModel

TBD

Define ourChannels

SANS website

Define what we are Offering

Communicationchannel

Customer index

Data Analysis

Survey

Define CRM system 

Positioning

Organize & Utilize

Define the TargetCustomer

Commercial &Private airlines

Government entities

Diplomatic

Stakeholder

Define the TargetMarkets

MENA

ASIA

Europe

Step

Questions?

15

THANK YOU