Enhancing Aviation Business Through Industry Collaboration: A Pilot Program Experience In an ongoing effort to strengthen our presence in the aviation business sector, the Worldwide College of Business recently conducted a pilot program aimed at enhancing customer experiences within airport operations. Ultimately, the program serves as a stepping stone toward offering a structured product that can benefit both industry partners and students, providing real-world learning opportunities. As part of this pilot, our team collaborated with the Nashville International Airport (BNA), spending two intensive days observing all key customer touchpoints throughout the airport. The objective was to assess the passenger journey from arrival to departure, identifying areas for improvement and delivering actionable feedback. Our observations covered crucial aspects such as check-in procedures, security screening, terminal navigation, retail and dining experiences and overall customer service interactions. A key aspect of this pilot was its focus on the customer journey, ensuring that every point of contact within the airport contributed positively to the traveler’s experience. Our team identified opportunities to streamline processes, enhance signage for better wayfinding and improve passenger engagement through digital and human interactions. By providing data-driven insights and practical recommendations, we demonstrated the value of a structured assessment tool that airports and aviation businesses can leverage for continuous improvement.
One of the most unique elements of this initiative is the development of the Journey/Experience Measure (JEM) Score, a proprietary ranking system exclusive to the Worldwide College of Business. The JEM Score serves as a universal measure of customer experience excellence within airports, allowing them to benchmark their performance and strive for continuous enhancements. This ranking not only provides an industry-recognized standard but also positions our institution as a leader in aviation business innovation. Airports awarded a high JEM ranking will gain a competitive advantage, signaling to passengers and stakeholders that they prioritize customer experience. Beyond the immediate benefits to the airport, this pilot also showcased the potential impact on student learning. By engaging in real-world industry experiences, students can develop a deeper understanding of operational challenges and best practices in aviation management. When fully launched as a product, this initiative will not only strengthen industry relations but also reinforce our commitment to student-centricity, ensuring that learners gain hands-on experience that translates into career readiness. Looking ahead, we aim to refine this program into a scalable and structured offering for airports and aviation businesses. Through continued collaboration, we will enhance our methodologies, expand our reach and position the Worldwide College of Business as a leading resource in aviation customer experience innovation. This pilot program has set a strong foundation, demonstrating our ability to bridge academic expertise with industry needs, ultimately driving value for all stakeholders involved.
12 | Worldwide College of Business
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