[ <strong>THE</strong> <strong>CUSTOMER</strong>-<strong>CENTRIC</strong> <strong>AIRPORT</strong> [ 4 Redefining The Airport Customer Experience
<strong>THE</strong> <strong>CUSTOMER</strong>-<strong>CENTRIC</strong> <strong>AIRPORT</strong> [ [ ABSTRACT: EXECUTIVE SUMMARY Since the beginning of commercial aviation, the airport has mirrored the prevalent cultural conditions of the time. Pioneering airports prior to the 1940s were no more than extensions of aircraft hangers for aviators. The economic revival immediately following World War II brought air travel to the public, but it remained mostly within reach of the wealthy. Consequently, airports (and airlines) provided a grand and glamorous experience that to this day is still idealized. Until the late 1970s, airlines and airports were closely regulated in the United States, Europe and Asia. Following deregulation in the United States and denationalization of flag carriers in Europe, air travel was opened to the public. This heightened competition, lowered the cost of a ticket and signaled the beginning of practical, commoditized air travel. Airports followed suit, adapting to the mass-transit needs of a rapidly growing population hungry for travel to destinations that had been previously financially or geographically out of reach. More recently, the success of low-cost carriers (LCCs) and niche airlines servicing specific regional or customer segments — while further expanding access to air travel — is defining a significant new dimension in transportation. Intense global competition and the newfound desire of many airlines to build a long-term relationship with the customer are causing a huge strategic pivot. In this new paradigm, airlines are evolving from being a basic transportation company to becoming a retailer of services. In addition, airports are beginning to embrace a similar transformation, with both travelers and airlines in mind. This is visible today as airport operators reconfigure existing terminals to be more customer centric, and as new airport construction brings the customer experience and revenue diversification to the forefront. Over the long term, airports will evolve to meet the everchanging needs of their customers — travelers and airlines — and to adapt to local and national market conditions (i.e., political, regulatory, financial). In doing so, it is clear that a single operating vision for the airport 15 to 20 years from now is not likely to succeed. One size will not fit all. In all likelihood, various airport operating models will gain favor over others based on regional requirements, competitive pressures and customer needs. Thus, we will see thriving retail airports, and smart airports, as well as disappearing airports. In the coming decades, airports and airlines are likely to rise to the challenge by deploying customer-friendly tools and services at all points of the day-of-travel experience, as well as redesign airport architecture and infrastructure to make the airport experience less stressful and more engaging. These trends are evident today and are likely to continue. The transformations are enabled by a range of new and emerging technologies designed to redefine the entire customer experience from check-in and security processing to baggage management, service recovery and post-arrival processing. Technologies that exist today can be applied to completely re-imagine many of these current processes, and in many cases, completely eliminate them. Many of these customer-centric solutions can help airlines and airports bring back the traveler’s anticipation and enjoyment and protect profitability during regular operations, as well as service disruptions. 5 Redefining The Airport Customer Experience
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