WHITEPAPER THE CUSTOMER-CENTRIC AIRPORT

THE CUSTOMER-CENTRIC AIRPORT
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The Customer Experience Enigma
Airports and airlines are well aware of the need to improve
the passenger travel experience on the ground and to
advance it from a process that has changed little during
the last 50 years. As a result of increased competition,
tight economic conditions, over-taxed infrastructure and
ever-growing customer expectations, airline executives have,
in recent years, become increasingly focused on enhancing
the traveler experience while continuing to manage operating
costs. 6 Many of these day-of-travel improvements are
possible by addressing the gaps between processes and
customer touchpoints. Adding further momentum to the need
for change, airline and airport customers now expect their
travel experience to be the same as their social, banking and
retailing experiences — connected, context rich, convenient
and personalized (Fig. 3).
Gaps Between Touchpoints —
The Disconnect Within Processes
Travelers often experience challenges or stress at the airport
due to repetitive and seemingly redundant processes.
Typically, they will be asked the same or similar questions
at check-in, baggage drop, security, emigration and even
boarding. They will be required to present the same or similar
documentation at various points in the process. It is this
repetitiveness from a lack of coordination across processes
and between airport, airline and agency staff that makes for a
negative experience. Often these disconnects result from the
dueling objectives of various service providers. For example,
the airline wishes to process and board travelers and baggage
as quickly as possible; the airport, on the other hand, wants
travelers to spend time, and money, engaging with airport
services; and, government agencies want to ensure safe
and secure passage.
(Figure 3)
Connection, Context, Convenience
Travelers are influenced by consumer
trends which impact how airlines design
and manage the travel journey.
Smart:
more connected, more informed,
have a voice and use it
Specialist
staff
Trending
retailers
Virtual
assistants
Authentic:
Preplanned:
seeking real experiences, connected
to people
need information, dislike and mistrust
of the unknown
Customized
experience
Simple:
Value of time:
want choice but not so much
it overwelms
every moment must be useful
or purposeful
Control
center
6
The Future of Air Travel: Improved Personalization And Profits Through The Integrated Use of Customer Data;
published by Sabre Airline Solutions and written by The Economist Intelligence Unit.
9
Redefining The Airport Customer Experience