In this Skift article, Qatar Airways SVP Customer Experience, Rossen Dimitrov, explains why refining passenger touch points at the airport is as critical to the airline's brand as it is in the skies. Dimitrov was hired in 2013 to bring together all the different departments at Qatar working on individual elements of the passenger experience into a single department, to ensure a seamless delivery of service and product to passengers across all stages of the journey. The process required integration of product design departments and staff training, but also a direct involvement in the design of the passenger experience at the new Hamad International Airport in Doha. Dimitrov relates those needs as a seamless transition between one phase of the journey and the other without any disruption to the brand experience passengers perceive. Find out more.