Disability Smart Inclusive Customer Service Award

Case study

The Disability Smart Inclusive Customer Service Award recognises organisations that have gone the extra mile to provide excellent customer service to everyone, including disabled people.

MAG East Midlands Airport worked to meet the needs of disabled people at every step of the journey, from arrival to final destination. They significantly invested in both equipment and software solutions to ensure inclusion and worked closely with their Accessibility Advisory Forum to try and create accessible and inclusive passenger journeys.

MAG East Midlands Airport have:

• invested £500,000 in specialised vehicles and equipment to assist disabled customers onto and off the aircraft. They’ve replaced their Assisted Travel minibuses with larger, more comfortable models and refurbished several ambulifts to increase seating capacities, with a broader choice of boarding aids.
• introduced the first Assisted Travel live chat service at a UK airport. Customers scan a QR code posted throughout the terminal and car parks and are connected via WhatsApp to the Assisted Travel team in the control room. This provides vital communication for anyone who’s unable to interact with the traditional intercom system, such as customers who are deaf or have speech impairments.

MAG East Midlands Airport worked closely with its Accessibility Advisory Forum on these innovations. The group, composed exclusively of disabled people, had already given input on a number of disability-friendly projects, such as the refurbishment of accessible lavatories, review of signage, the introduction of Electric Mobility Devices and disability equality training.

In December 2022, the Civil Aviation Authority (CAA) released its “Accessibility in Airports” report. EMA was one of only six airports UK-wide to receive a rating of “Very Good” from the CAA for their assistance provision for disabled customers. The CAA noted that EMA had made “particularly impressive efforts to enhance the customer service aspect” of their assistance service. This is reflected in customer satisfaction surveys, where 91% of EMA customers rated the airport as “Good” or “Very Good.”

Winner’s quote

“This award truly reflects East Midlands Airport’s passion for creating an inclusive environment for all its customers. I couldn’t be more proud to have played a part in their journey. Congratulations to the entire team at East Midlands Airport for their hard work and dedication to making travel accessible for everyone!”

Judges’ comments

“In an industry often criticised for getting it wrong, East Midlands Airport has shown how to get it right.”

Finalists in this category

• Hull Truck Theatre (Highly commended),
• Enterprise Rent-A-Car,
• MAG East Midlands Airport,
• Motability Operations Ltd.

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