Smoothly through Schiphol at MIE'24

On Thursday 14 March, our colleagues Gaby Siera and Ellen Boon spoke at MIE’24 together with Jim van Velzen from Schiphol. The lecture ‘Smoothly through Schiphol’ was well attended and well appreciated.

Missed our session ‘Smoothly through Schiphol’ at MIE’24?

With 60 million passengers annually, the processes at Schiphol are complex. How do you best align them with the needs of all those passengers arriving, departing or transferring?

Traveling with them, in other words. Straight through Schiphol! Via WA surveys, observations and interviews, we provided insight into the entire Customer Journey and customer experience. This gave Schiphol the tools to continue building a valuable traveller experience in line with their PX strategy.

In their lecture at MIE’24 Jim, Gaby and Ellen shared the key learnings of our Customer Journey study and explained what Schiphol does with these results.

Missed our lecture?

Watch our video or browse through our MIE presentatie.


On 13 and 14 March, the 22st edition of the MIE took place in the Jaarbeurs Utrecht. With 80 lectures, workshops and master classes covering the latest trends and developments in insights, marketing and data.