Heathrow – Forming a consistent 360-degree view of sentiment across diverse stakeholder groups to track performance and manage relationships

The challenge

As Europe’s busiest airport, Heathrow has an incredibly diverse set of stakeholders – from MPs and the local community, to international partners and the 78 million customers passing through each year. Mapping the attitudes of these groups is a constant challenge and one Heathrow wanted to address to inform their communications strategy. They also wanted to map their overall reputation as a single, actionable metric for use by the Executive Committee to track business strategy and value. This would allow them to plot their performance against other regulated brands.

 

Our approach

Onclusive partnered with the client to identify the key stakeholder groups and agreed the best way to track their opinions. Sources included Heathrow’s existing data assets and publically-available information, such as passenger feedback on social media and MP and opinion leader comments in various channels.

We worked to connect and harmonise the datasets by agreeing the appropriate metrics from survey results and, using human analysis, applying sentiment scores to mainstream and social media outputs.

 

The insight

The quarterly report we deliver plots the magnitude and sentiment of each group over time as well as the key drivers behind any changes, providing an invaluable insight to inform communications strategy. All this provides an overall metric score for Heathrow’s reputation. Oncusive partnered with the client to identify the key stakeholder groups and agreed the best way to track their opinions. Sources included Heathrow’s existing data assets and publically-available information such as passenger feedback on social media and MP and opinion leader comments in various channels.

 

The impact

We worked to connect and harmonise

the datasets by agreeing the appropriate metrics from survey results and, using human analysis, applying sentiment scores to mainstream and social media outputs. The quarterly report we deliver plots the magnitude and sentiment of each group over time as well as the key drivers behind any changes, providing an invaluable insight to inform communications strategy. All this provides an overall metric score for Heathrow’s reputation.