We know intuitively that better experiences lead to better business outcomes, commercially and strategically. But in our very operational and process-driven environment, wafer-thin margins mean there's a need for any activities to add value. Talking to our skeptical stakeholders about the importance of evoking the right emotions in our customers and employees can be challenging. In this session, therefore, Jerry will share his own and other's research that helps quantify the benefits, and show how a focus on customer experience has a very real impact on costs, revenues and reputation. He will compare the changes in a passenger's intended spend at an airport depending on how good or bad the experience is, and show research that validates why service recovery at times of disruption is a huge opportunity, not just a day-to-day operation.