Evaluating the Traveler's Perspective to Improve the Airport Customer Experience / Search Inside This Book
744 matches found for How People Learn Brain,Mind,Experience,and School Expanded Edition. in Chapter 5 - Factors Affecting the Overall Airport Journey
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...Chapters 3 and 4 focused on the traveler’s experience along the various points of the journey; ...
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...however, some factors affecting the travelers’ experience apply to most areas of the airport. ...
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...on factors that influence travelers’ overall experiences traversing the airport, such as basic needs, ...
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...environs factors, customer interface, talent management, technology, and disruptive events. ...
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...Improve maintenance and cleanliness...
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...Create behavioral standards...
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...Standardized CX training...
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...Figure 54. Summary of outcomes desired by travelers for the overall customer experience....
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...factors, and customer interface) travelers’ perspectives are presented in a graphic (see an example ...
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...of this graphic following this paragraph) that first shows the perspectives of the general trav-...
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...and disruptive events—are discussed in the remainder of the chapter....
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...Being able to recognize what passengers require, expect, and value is considered vital for ...
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...enhancing the passenger experience because “the minimum level may not be enough” to create a ...
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...positively differentiated airport experience (Future Travel Experience, 2014). However, in order ...
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...for the travelers to experience the latter, first, their basic needs have to be met....
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...First of all, “basic needs” must be described and identified. Figure 55 incorporates Maslow’s ...
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...gressing through the next levels of the hierarchy to the ultimate level of customer experience ...
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...Meeting standard basic needs can be accomplished at a variety of levels. For example, food ...
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...may be available in vending machines. The next level up may be a fast-food or grab-and-go ...
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...concept. Higher levels include added services such as casual dining restaurants and fine dining. ...
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...The definition of “basic” depends on the character, culture, and present needs of the traveler, ...
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...which vary within and between airports. The Official Aviation Guide (OAG) surveyed more ...
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...than 2,000 travelers and found that travelers value accessible and trustworthy information ...
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...substantially more than emerging technologies such as robotics and biometrics. Airport staff ...
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...tomer experience can truly be accomplished. Most of the time, “valued” factors are within the ...
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...airport’s control and can be easily addressed. At the time the graphic shown in Figure 55 was ...
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...published, free and fast Wi-Fi was considered an “expected” factor, but fast forward 6 years, and ...
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...However basic needs are defined, they have to be met first for travelers to recognize and ...
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...104 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...functional needs are addressed sufficiently with clear signage, clean restrooms, and free internet ...
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...sengers with a myriad of services (thereby catering to road warriors and other travelers having ...
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...different needs) (Norman, 2017). Basic needs include safety and security, a clean airport envi-...
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...ronment, timely processing of travelers through checkpoints, wayfinding, and the availability of ...
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...basic facilities and customer service, all of which have been identified as key factors in enhancing ...
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...customer experience....
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...The graphic that follows outlines some of the basic needs identified by airport travelers and ...
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...through research and discusses how to address them....
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...(Image Source: Future Travel Experience, 2014. Image Credit: ACI Europe...
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...Note. i.s.o. = International Organization for Standardization)...
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...Navigation and wayfinding ...
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...• Adequate signage to inform passengers and save time; should not have to spend time looking for ...
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...signage and directions. ...
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...• Functioning moving walkways, escalators, and elevators. ...
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...5.4.1 Use of Intuitive and Directional Wayfinding and Signage...
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...• Improving navigation through design elements. Minimize level changes and turns of ...
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...90 degrees or more to support passenger wayfinding and an intuitive customer journey ...
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...• Strategic use of FIDSs. Locate FIDSs at strategic points in the travelers’ journey and ensure ...
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...accurate and up-to-date information is provided....
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...• Use of universal symbols and pictorial, verbal, and tactile messaging. A mix of ...
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...travelers—including those with language barriers and visual, hearing, and other physical ...
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...the departure or arrival process, a hierarchal organization of visual elements, and placement ...
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...• Need cleaner terminals and facilities. ...
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...• Maintain cleanliness and condition of carpets or remove carpets. ...
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...• Free, easily accessed (no passcode required), and fast Wi-Fi. ...
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...Food and beverage ...
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...• Food options available at all hours of flight arrivals and departures. ...
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...• Adequate restrooms; making sure restrooms are used for designated purpose and are in close ...
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...with bags otherwise; hooks and enough space for bags. ...
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...in both male and female restrooms (also applies to senior travelers and persons with...
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...• At least one open food outlet (preferred handheld food options) as long as the airport is open. ...
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...106 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...mented where long walking distances become a hindrance and impede the traveler’s journey....
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...5.4.3 Improving Airport Maintenance and Cleanliness...
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...To improve airport maintenance and cleanliness:...
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...shown to improve the ability of airports to track cleanliness and customer satisfaction (see ...
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...• Prioritize cleanliness and maintenance of restrooms. Research shows that focusing on ...
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...restrooms and providing cleaner and well-maintained facilities are valued by travelers. The ...
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...ment in real time can help maintenance staff to respond promptly and help the customer ...
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...experience department with tracking cleanliness levels. This can be accompanied by random ...
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...inspections to ensure cleanliness and functionality. Restrooms can be designed as modular ...
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...• Review flight information and share it with the cleaning crew. Flight information indi-...
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...• Study and anticipate the needs of traveler segments. Understanding the unique needs of ...
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...travelers can be useful in ensuring a positive experience for travelers. For example, research ...
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...conducted by Fentress Architects found that business travelers value terminal designs and ...
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...services that deliver convenience and control of their travel options and facilities that enhance ...
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...“on-the-go” productivity and promote personal well-being (Fentress, 2020)....
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...• Balance human interaction with the use of technology. Understanding which customers ...
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...value human interaction over technology and vice versa is important. For example, the Egencia ...
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...Business Travel and Technology Survey, July 2017 reported on a survey of business travelers ...
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...5.4.5 Provision of Easily Accessible Wi-Fi and Charging Ports...
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...Access to Wi-Fi and charging ports has become a basic expectation of most travelers. However, ...
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...no registration or login required and free) and oftentimes slow. Airport IT infrastructure should ...
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...be improved to accommodate the basic need of free, fast, and easily accessible Wi-Fi....
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...Restrooms should be adequate to meet the number of travelers and designed to meet the ...
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...diaper-changing stations for children and adults). The availability of nearby restrooms should ...
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...108 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...of service and the facility via a digital display. The device also provides information on the next ...
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...In addition, restrooms with hand dryers should be indicated on maps, directories, and on the ...
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...The research reveals that environs factors influence the traveler’s overall experience. Environs ...
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...air, and layout are used by leading airports to positively influence the traveler’s journey. Several ...
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...of these tangible and intangible factors can enhance the comfort of travelers and have a calming ...
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...and relaxing influence....
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...• Avoid creating loud noise such as audible alarms and announcements which can be distracting, ...
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...stressful, and create confusion. ...
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...• Monitor the volume of announcements, which is sometimes too loud and garbled at airports. ...
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...• Provide skylights and/or natural light, which creates a positive experience. Do not provide intense ...
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...or abrasive lighting; it contributes to a negative experience. ...
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...• Include plants and greenery, which contribute to a more enjoyable and relaxing experience and ...
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...• Ensure that the terminal smells clean to help create a sense of cleanliness and relaxation. ...
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...• Create terminals with more openness and an airy atmosphere. ...
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...• Design an ambiance to make the journey more enjoyable and create a more relaxing and calming ...
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...environment. Have artwork in the airport because it is soothing and appealing. ...
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...walkways, doorways, and so forth to help travelers navigate the airport and differentiate between ...
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...• Texture changes in the flooring and/or walls can help in wayfinding. ...
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...• Announcements for flights departing close to one another in adjacent gates can be problematic and ...
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...nature connection and raising its priority level within both design research and design practice ...
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...improve acoustics and incorporating natural sounds can help reduce unwanted noises. Incor-...
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...porating greenery and/or planters can create a pleasant environment and help with absorbing ...
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...port policy by controlling the number and type of announcements being made. Provide a ...
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...central announcement system for queuing announcements and restrict announcements to ...
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...announcements that is easy to understand. Stress levels are elevated for travelers who can’t ...
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...hear and/or understand the announcements being made. The use of screens to push visual ...
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...• Monitor the volume and frequency of gate announcements. Monitor the volume and fre-...
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...110 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...interpersonal conflicts and negotiations could take place (e.g., customs and TSA) as dim, ...
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...warm light helps relieve negative emotions and anxiety....
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...Use warm color lighting and accent lights in retail stores to attract attention and encourage ...
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...buying behaviors. A space with warm colors (e.g., yellow and cream) sends a welcoming ...
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...message to customers and increases the likelihood of them walking in and picking up ...
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...merchandise. Space with cooler colors (e.g., purple and blue) tends to have the opposite ...
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...5.6.3 Incorporate Natural Settings and Greenery...
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...Natural settings in the terminal can help passengers relax, reduce travel-related stress and ...
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...anxiety, brighten moods, give travelers a sense of place, reduce the perception of waiting, and ...
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...satisfaction and well-being. Natural settings can be incorporated by...
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...5.6.4 Use of Scents and Smells...
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...Research has shown that scents can trigger emotions and memories. A positive example of ...
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...how scents can influence behavior is detailed in a study in the Journal of Environmental Psychol-...
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...ogy showing that people engage more with merchandise and staff when a bookstore smells like ...
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...5.6.5 Incorporate Architectural and Design Features ...
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...lope, space of seating areas, walking paths, floors, and ornaments affect passengers’ perception ...
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...Other strategies for architectural and design features are the following:...
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...harvesting its own energy and water, recycling its own waste, and growing its own aviation ...
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... – Given that most travelers now buy their tickets online and travelers are increasingly check-...
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...ing in online and remotely, airports may start to reclaim some of the ticketing and baggage ...
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...its terminals. This resulted in significant improvements to customer experience in the res-...
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...taurant and boarding area environments: spending at a restaurant with dynamic glass was ...
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...102% higher, and the temperature at a gate with “smart windows” was 15° cooler....
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...• Create a sense of place. The airport can be used as a branding opportunity for the host city/...
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...Honolulu’s Daniel K. Inouye International Airport, where the design enables guests, passengers, and ...
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...travelers to experience being in an environment that ‘takes them away.’ The airport’s Chinese, Hawaiian ...
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...and Japanese Gardens were designed by Richard C. Tongg, in 1962, and show the influence of island life. ...
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...enhancing passenger experience through new airport terminal design ...
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...terminal. As people become one with architecture, they become part of an ...
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...experience. Principal design strategies include creating civic spaces based on ...
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...levels, futuristic technology, and incorporation of nature and art....
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...• Culture guides design. Capture and reflect shared beliefs, traditions, and ...
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...and reflect the shared strengths of a community, reinforcing pride in resi-...
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...dents, as well as stirring curiosity and respect in visitors. The terminal should ...
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...stand for something of value to the people for whom it was built, creating a ...
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...• Celebrate the entry. Welcome access and encourage use. A visitor’s first ...
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...encounter with a terminal should offer a mix of thrill and intrigue. New ...
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...people and place in context. One way that new airport terminals may work ...
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...brightens airport terminals and helps people relax, it also reduces stress by ...
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...making it easier to find and reach departure gates....
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...• Design for people. Build on the intangible dreams and inspiration of people. ...
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...Human beings are constrained by time and space, but the ultimate goal is ...
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...to transcend those limitations and design new airport terminals that elevate ...
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...and restore. With air travel on the rise, passengers are seeking more of the ...
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...Pathways, bridges, and stepping stones connect the three gardens. Waterways flow between ponds and ...
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...• Design with all types of travelers in mind. Airports have beacons that transmit location ...
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...or directional information to blind/low-vision travelers through a smartphone app. How-...
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...changes to enhance their experience. To better understand certain traveler segments’ feelings, ...
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...with what the traveler is feeling and to resolve the issues encountered. For example:...
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... – Use of a glove that generates constant tremor in the wearer’s hand, as someone with ...
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...Parkinson’s disease might experience....
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... – Wearing lenses that allow the wearer to experience different types of sight loss, as well as ...
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... – Simulation of the experiences of travelers through navigating the terminal sitting in a ...
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...of the more unpleasant procedural aspects of the airport experience....
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...Customer interface includes general interaction with staff and others throughout the airport ...
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...journey. Since customer interface is not an element unique to a specific journey point and occurs ...
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...experience and related recommendations....
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...empathy, disability awareness, and anticipation of needs. ...
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...• Help desks or representatives need to be better located, and staff should speak multiple languages....
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...• Focus on individuals and interactions and provide friendlier service. ...
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...• Create a proactive staff approach, which equips staff to handle various situations with kindness. ...
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...• Provide more information about the airport and keep passengers informed about changes so ...
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...• Provide more staff and/or volunteers and information desks, with some staff and/or volunteers ...
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...available in baggage claim and pre-security areas. ...
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...• Staff and volunteers should be proficient in English. ...
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...• More customer service agents ready and available to help travelers in need. ...
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...• Staff with customer service training, empathy, and general knowledge. ...
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...• Striking a balance between technology and human help is desired. ...
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...• Identify common traveler issues and have cards with solutions in different ...
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...• Training on patience with foreigners and general information; identify most ...
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...common foreign travelers and identify their needs. ...
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...• Better identify staff and volunteers including those that speak foreign languages. ...
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...• Train personnel on disability-related needs, navigation of airport, empathy, and ...
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...• Hire or consult with disabled people to help with development of training and other ...
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...who is blind and someone with physical disabilities; treat everyone as individuals ...
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...• More staff to direct and assist travelers with general knowledge of the airport. ...
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...representative is not manning the booth and a sign indicating it is available for ...
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...• Desire more proactive, genuine, welcoming staff and more staff to direct and ...
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...114 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...their experience. Dignity Health, one of the largest health systems in the United States, con-...
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...forming that act of kindness; and nearly all travelers (97%) surveyed agreed that receiving ...
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...customer interface at the airport can transform a traveler’s experience for better or worse. ...
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...5.8.1 Standardizing Customer Experience Training ...
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...Standardized customer experience training should be provided to all staff and volunteers ...
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...interacting with travelers. This training should emphasize being proactive, empathic, and ...
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...knowledgeable about responding to various traveler preferences and needs. All front-facing ...
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...staff should be aware of the general airport layout to direct travelers as needed. Expanding the ...
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...concept of hospitality provided by hotels, cruise lines, and other similar industries can trans-...
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...form the customer experience at airports....
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...training on identifying the behavioral cues of people who appear to be struggling. These behav-...
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...5.8.2 Enhancing the Employee Experience...
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...experience for travelers from all cultures and backgrounds. Aspects of employee experience ...
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...that will lead to rewarding customer experiences should be prioritized and resources invested ...
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...accordingly. Some initiatives to enhance the employee experience include the following:...
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...• Reward and recognition programs. Providing rewards and recognition for improving the ...
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...customer experience can translate directly to an enhanced traveler experience. Enhancing ...
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...employee reward and recognition programs may include...
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... – Public recognition via events, announcements, awards, and so forth....
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... – Private recognition, including written and verbal praise....
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... – Bonuses and reward programs....
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...• Training opportunities. Provide leadership and development, interpersonal, and cultural ...
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...ence, all front-facing staff should demonstrate an adequate level of skills and knowledge for ...
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...interacting with and serving all traveler segments, from various cultures. Employees should ...
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...receive the level of customer experience training appropriate for their level of customer ...
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...Employees and business partners at the airport have various levels of interactions with cus-...
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...tomers. Employees, business partners, and/or contractors involved in high-touch customer ...
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...experience help and interact with customers daily as part of their job (e.g., ambassadors ...
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...and service personnel), whereas employees, business partners, and/or contractors involved ...
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...in low-touch customer experience may not interact with customers on their jobs but will, ...
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...of customer touchpoints can be determined through a job analysis and consulting the U.S. ...
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...critical in assessing and understanding the perceptions of the airport’s most important ...
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...help provide an in-depth understanding of an airport’s strengths as well as opportunities ...
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...for improvement. The results of the survey can also guide the planning and implementation ...
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...of initiatives to enhance the customer experience across all areas of the airport. Section 5.9 ...
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...discusses employee engagement and talent management in more detail....
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...• Multiple methods for contacting customer service. Provide a customer experience cen-...
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...arriving at and/or departing the terminal. For example, Vancouver International Airport ...
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...offers 24-hour customer service with staff and/or tools that can respond to inquiries in ...
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...Provide information on the airport website and app. Locate additional information ...
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...passengers can find them, such as pre-security, post-security, and in concessions and baggage ...
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...small gifts on special days, and recognition programs....
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...Orlando International Airport has a paid ambassador program and ...
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...Disorder and various sensory differences. The Autism Ambassadors...
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...questions, answering phones, and as a human resource. ...
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...116 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...• Use of chatbots. Chatbots are applications that use artificial intelligence (AI) and natural lan-...
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...guage processing to understand what a traveler is looking for. Users can type or ask a question ...
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...using voice command, and the chatbot delivers the “right” answer, based on existing data. Over ...
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...can help address common and high-volume inquiries. Chatbots can be programmed to direct ...
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...• Voice command applications. Enabling the use of voice command on websites and apps ...
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...Customer experience centers should include staff adept at multiple languages and/or tools ...
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...for translating questions into English and responses into various languages to accommodate ...
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...non-English speaking passengers. As a supplement, information counters, staff, and volunteers ...
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...might use tablets with frequently asked questions and responses in the most common languages ...
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...5.8.5 Keeping Travelers Informed of Changes and Disruptions...
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...ments, signage at the airport, and the airport website as required to advise passengers of changes ...
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...and disruptions....
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...to Support Customer Experience Goals...
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...supporting customer experience goals. For instance, customer experience training should pro-...
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...vide employees with the necessary knowledge and skills, performance evaluations can motivate ...
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...employees to display the desired customer service behaviors on the job, and succession planning ...
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...staff, airlines, ground handlers, rental car companies, and other business partners. The app has ...
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...been very successful in improving the employee experience and enhancing collaboration among ...
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...Cultural factors can play a critical role in the traveler’s experience. A recent study by ACI ...
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...World suggests that cultural elements influence between 39% and 45% of overall satisfaction ...
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...a traveler. Training employees to be more culturally sensitive to customers and other employees ...
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...can enhance the customer and employee experience....
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...5.8.9 Formal Customer Experience Improvement Program...
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...Many airports have had a customer service focus for years, but most airports now understand ...
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...that a more proactive customer experience approach is needed. A formal customer experience ...
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...program to improve the traveler’s experience must be based on the characteristics of the traveler, ...
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...the airport, the community, and the existing customer experience and/or service plan. It is not ...
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...program; however, if the guidelines are followed, the result will be the start of a formal customer ...
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...5.8.10 Creation of Customer Experience Councils...
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...service and/or experience council may include airport staff, business partners, airlines, and the ...
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...experience councils for individual traveler segments or personas that require extra attention, ...
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...feedback. The airport website and/or app should include components enabling people to leave ...
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...comments and feedback on various journey points. In addition, business partner and airport ...
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...comment cards should be reviewed to identify issues and pain points. Actions should be taken ...
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...to correct issues when possible by both the airport and the business partner (or third-party pro-...
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...vider). Chapter 6 further discusses tools used to measure the customer experience....
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...Talent management practices have been implemented by many organizations; however, the ...
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...and assessing employee performance. This element is critical to achieving the desired result of ...
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...formance appraisal. Surveys and studies have demonstrated a strong and indisputable link ...
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...Organizations that invest in employee experience not only ...
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...In the airport context, the experience of airport employees that directly (e.g., CX ambas-...
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...airports in understanding the concept of employee experience, six key employee experience ...
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...5.9.1 Create Standards...
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...volunteers who need to adhere to standards that are set for welcoming customers....
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...Figure 61. Key elements of employee experience....
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...spirit, and the flexibility to deal with unique individuals in a stressful situation. Behavioral ...
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...standards must be established for all categories of jobs at the airport, particularly those with ...
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...and captured. From this behavioral profile, standards must be developed that are measurable ...
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...Some airports have been successful at creating and evolving an airport-wide service culture ...
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...through formalizing universal service standards and behaviors that apply to ALL customer- ...
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...munity in the development of these standards with the following activities:...
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...customer experience....
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...define behavioral standards that will be used in designing train-...
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...and stakeholders at all levels creates an inclusive approach to cul-...
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...• Leverage and build organization-wide ...
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...In order to reach exceptional levels of customer satisfaction and an elevated customer experi-...
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...tive. Southwest Airlines’ mantra is “Hire for attitude, train for skill,” and behavioral interview-...
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...The applicant’s response will more realistically reveal skills, abilities, and personality. The logic ...
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...behind this interview tactic is that a candidate’s behavior in the past may predict how they ...
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...In a behavioral interview, an applicant is required to give an example from their experience ...
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...of how they dealt with a particular situation in the past (see Table 7)....
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...nection of empathy and understanding with their customers through ...
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...EI behaviors and reading cues. These connections are built on the ...
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...employee’s exceptional awareness and emotional skills—EI. EI is the ...
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...ability to sense, understand, and react to our own emotions (self-...
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...While people all come into the world with emotions, many people do ...
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...with emotions. The individual and collective ability to make connec-...
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...view each other, their role as customer service advocates, and the over-...
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...all airport experience....
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...Employers are beginning to understand the extraordinary value ...
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...people’s emotions...
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... Describe a time when you were faced with a stressful situation—how did you respond? ...
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... Give me an example of a time when you set a goal and were able to meet or exceed it. ...
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... Tell me about a time when you had too many things to do and you were required to ...
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...considered one of the top 10 job skills for 2020 (as highly in demand as technical skills!). ...
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...Inform Candidates of Learning and Advancement Opportunities...
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...Compensation is an important factor to nearly half of younger employees; however, what ...
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...matters more in the current labor market are opportunities to learn and advance (Gallup, 2018). ...
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...In order to attract the best talent, effective training and development systems must be designed ...
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...the team. According to “Developing Employee Career Paths and Ladders” from the Society for ...
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...into the organization’s overall strategy and well communicated to potential candidates; other-...
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...wise, talented candidates may be discouraged from pursuing a career with the airport....
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...the employee seeks information about the new workplace and affirms perceptions about the ...
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...Organizations that implement a standardized onboarding process enjoyed 50% greater new ...
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...hire retention (GlobeNewswire, 2011), 62% higher time-to-productivity ratios, and 54% higher ...
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...cess improves retention by 82%. A well-executed orientation and onboarding plan is the first ...
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...engagement, which is the key driver of exceptional customer experiences. Descriptions of ...
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...orientation, onboarding, and mentor/buddy programs follow:...
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...question-and-answer sessions, or it may be a less-formal, one-on-one conversation with the ...
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...and their day-to-day tasks. When properly designed and executed, orientation and onboard-...
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...establish role clarity, job satisfaction, and organizational commitment, which can help lower ...
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...5.9.4 Training and Development...
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...Toolkit 3 highlights steps for developing a comprehensive and targeted training program....
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...When assessing the training needs of an airport, utilizing a variety of feedback and analysis ...
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...helps to engage multiple stakeholders and to ensure that training efforts and direction are ...
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...targeted to the expressed needs and objectives of the airport community as a whole. A needs ...
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...assessment survey is a critical first step in determining training needs, identifying skill gaps, and ...
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...The analysis of the training needs data is an important step for identifying and understanding ...
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...Step 3: Analyze Data—Utilize Available Customer Experience Metrics...
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...• Employee needs assessment—conduct a survey of employees and/or managers....
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...• Mystery shopping scores—analyze and target skill gaps....
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...• Social media monitoring—review sentiments and emotions and determine common issues....
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...• Intercept surveys—capture real customer feedback and insights....
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...• Employee net promoter score (eNPS)—understand employee satisfaction....
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...• Employee ratings on public websites—gauge employee experience levels....
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...To identify the potential training solution, the type of training, the costs and benefits of train-...
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...comparison chart. The comparison chart is composed of the possible solutions and options that ...
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...exist within your organization (i.e., classroom training, on-the-job training, and/or web-based ...
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...training), as well as the total cost and cost per participant to consider for return on investment. ...
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...The last consideration is the risk and downside or impact of not implementing the training....
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...Training planning and design should align with the strategic priorities and evolving needs ...
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...designing training, some of which include budget, time, and availability—with time being ...
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...be an ASQ metric of being courteous and helpful. Next, define the specific behaviors needed ...
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...onstrate on the job? How will these behaviors be measured or observed to ensure that they are ...
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...change behavior, and drive measurable results (see Table 9)....
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...to relay reminders on customer experience etiquette and reinforce proactive customer service. ...
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... Assess change readiness and engagement levels of employees and managers. ...
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... Determine training modalities and best methods for training delivery. ...
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... Gather recommendations and innovative ideas. ...
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... Further develop ideas from task force and leadership summit outcomes. ...
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... Validate potential learning objectives. ...
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...The best motivator for continuous learning is when the team sees that the training helps them ...
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...to do their job better and to succeed in career goals....
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...do (Kahn, 1990). Engagement is manifested in how employees think and feel about the organi-...
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...zation and behave toward it (Saks, 2006). Engaged employees are passionate about their jobs, ...
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...connected with the organization, committed to organizational goals, and willing to put in an ...
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...employees not only provide greater value to the organization, they also experience a better ...
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...Engagement has become a critical aspect of the employee experience, with employees ...
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...increasingly seeking meaning in their work, identity with the organization, and relatedness ...
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...to colleagues. However, as of 2017, only 33% of employees in the United States are engaged ...
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...of engagement on firm productivity, financial performance, customer satisfaction, and the ...
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...negative impact of disengagement—turnover and absenteeism (e.g., Harter, Schmidt, & Hayes, ...
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...2002). The link between employee engagement and customer experience has been repeatedly ...
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...2012). For instance, a case study of Heathrow Airport in the United Kingdom showed that ...
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...initiatives to drive employee engagement led to better customer service and increases in opera-...
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...tional and financial performance (Warnock, 2018). To engage employees:...
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...tive and incorporating it into an organization’s mission, vision, and values statement makes ...
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...it a strategic priority for the organization and helps build the company culture around ...
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...cultivates positive perceptions toward the organization and senior management, and pro-...
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...motes alignment of values with the organization. When senior leaders lead the change and ...
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...to feel involved and valued (The Insights Group Ltd., 2014)....
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...sized when driving employee engagement. It has been shown that the manager alone accounts ...
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...Confidence: How can you help improve employee confidence in their new knowledge, so they ...
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...knowledge and skills? ...
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...Feedback: How will employees receive feedback on their performance, including timely ...
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...Access: How will employees easily access the solution using technology that’s already a part ...
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...Engagement: What will motivate employees to dedicate time and effort to use this solution? ...
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...Value: Will employees clearly see how this solution can help them do their jobs better? ...
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...municate with employees honestly, provide timely feedback, identify individual needs, show ...
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...support for employee choices, and can play a crucial role in engaging other employees. Mak-...
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...• Commit to assessment and evaluation. The organization must commit to a timely process ...
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...and corresponding program evaluation that will ensure sustainable growth. This can be in ...
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...to improve engagement can be identified and addressed. Specific to customer experience, ...
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...customer net promoter score and eNPS can also be measured and compared year-over-year ...
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...and beyond what is required on the job. The extra effort and outstanding achievements should ...
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...ners to hand out awards, mass participation events, and so forth. Such events and their pro-...
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...motion beforehand can also motivate employees toward high performance and engagement ...
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...and employee training....
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...leader, and so forth through industry and subject matter oppor-...
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...feedback and evaluation given to employees but also includes develop-...
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...mental features such as goal setting and coaching. This process is con-...
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...tinuous and entails recognizing, measuring, and developing employee ...
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...goals (Murphy, Cleveland, & Hanscom, 2019). The performance man-...
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...individual goals and make administrative decisions regarding employ-...
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...• Define good and bad performance. Performance cannot be accu-...
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...rately evaluated if airports do not have a clear understanding of what ...
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...good and bad performance means for someone working in a particular role. It can be helpful ...
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...for airports to define performance in competencies, which are the behavioral and measur-...
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...Once defined, performance expectations need to be clearly and consistently communicated ...
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...development, education, and network-...
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...committee and steering group opportu-...
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...• APEX – Airline Passenger Experience ...
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...• ARRA – Airport Restaurant and Retail ...
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...• CXPA – Customer Experience ...
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...ments, direct communication, and internal newsletters). Equally important, employees ...
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...should be provided with means and resources to perform well. Finally, airports should ensure ...
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...that the incentive systems they have in place are targeting desired behaviors and that formal ...
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...and informal systems of rewards are congruent with the explicitly expressed performance ...
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...standards (Kerr, 1975)....
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...• Train managers and supervisors to assess employee performance. All managers and super-...
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...when they are involved in the goal-setting process and when the goals are SMART (specific, ...
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...measurable, attributable, realistic, and time-bound) in nature (Locke & Latham, 1990). There-...
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...meetings with employees to discuss and update the goals....
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...Technology plays a key supporting role in creating a seamless journey and enhanced experi-...
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...Airports can utilize technology to provide solutions for enhancing the traveler’s experience ...
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...at each point of the journey. Figure 62 maps the traveler’s journey and provides examples of the ...
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...create a more consumer-friendly and digitally connected airport experience. The plan includes ...
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...providing more efficient check-ins, shortened security lines, Wi-Fi and GPS upgrades, and ...
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...the efficiency of processes and delivery of information that support the traveler’s experience. ...
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...The IoT is a concept that brings enabling technologies together to communicate, aggregate, and ...
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...analyze data. The IoT can be applied at each stage and across any stage of the traveler’s journey. ...
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...Assessing gaps in the traveler’s experience and identifying areas where technology solutions may ...
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...They want a seamless, efficient, and more personalized journey, which includes receiving notifi-...
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...pass through a biometric screening security checkpoint, and board through an e-gate, a seamless ...
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...process with minimal interaction required. According to research by SITA and as illustrated in ...
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...with a marked rise at dwell time, on board, and bag collection (SITA, 2019a)....
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...While technology can create a seamless experience, particularly for seasoned travelers, data ...
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...Figure 62. The traveler journey and supporting technology....
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...The OAG survey also revealed the types of technology that travelers believe will improve and ...
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...streamline customer experience the most. In-airport, turn-by-turn GPS directions for navigat-...
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...ing terminals and gates; self-service baggage drops; and biometrics-based, self-boarding tech-...
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...nology were ranked as the technologies that would improve the customer experience the most ...
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...younger generations were significantly more interested in automation and self-service options ...
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...Technologies that influence travelers’ experiences have been presented throughout the jour-...
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...neys discussed in Chapters 3 and 4. This subsection discusses future technological trends that ...
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...The key technologies that will shape the tools and services available to passengers in the future ...
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...include cloud services, 5G, biometrics and secure travel tokens, automation, chatbots, and AI....
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...transform the traveler’s experience is newer. Digital displays can be used to deliver pertinent ...
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...traveler information, wayfinding, and entertainment or to memorably welcome passengers....
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...Wireless display systems and mobile totems provide a wireless solution for displaying infor-...
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...destination. Figure 66 provides an example of how a mobile totem can be deployed....
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...Figure 65. Emerging technologies and process advancements travelers believe will improve the efficiency ...
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...and customer experience....
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...130 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...to multiple services in one place, such as purchasing additional services and products with their ...
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...The use of AI and algorithms enables airports to provide information to travelers when, ...
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...where, and how they need it. The uses of AI are numerous; some uses, which could address ...
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...traveler needs identified in this study and keep up with future trends, include the following:...
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...in multiple languages and providing real-time information....
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...gage count, and so forth....
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...offers for concessions (based on a traveler’s preferences and buying habits) or to provide ...
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...• Robotics. Robots could be used for customer service, delivering bags, and helping to ...
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...• Video analytics. Video analytics could be used for operational efficiencies. 3D cameras and ...
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...• Virtual and/or digital assistants. Refer to Section 4.5.1....
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...AI technology and other services and applications to enhance the customer experience....
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...Facial recognition technology is helping to expedite the traveler experience in ...
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...Research participants in this study were asked how they felt about the use of bio-...
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...did not approve, even if it sped up the security process; and 25% neither agreed nor ...
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...uses are numerous: from check-in, bag tagging, and self-service drop-off to security processing, ...
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...lounge access, retail checkout, self-boarding, CBP, and bag pick-up. In addition to the use of ...
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...biometrics for health and safety, biometrics can be used to enhance operational efficiency and ...
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...enhance the use of space, minimizing queuing and allowing travelers to spend more time at ...
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...retail and dining facilities. Figure 67 displays airports where CBP currently uses facial recogni-...
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...information is being used and how it is being protected can ensure that they feel comfortable ...
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...and secure with the process....
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...5.10.4 Rethinking and Streamlining Baggage Processing...
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...Some options for rethinking and streamlining baggage processing are the following:...
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...luggage off before arriving at the terminal can enhance their experience considerably by free-...
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...ing them of the additional weight and stress of moving from their arrival point to the bag ...
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...airport to a seamless experience across ...
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...borders and airports. The ambition is to ...
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...that is secure, recognized globally and, ...
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...132 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...hand luggage post-security using smart lockers. This helps to relieve the burden of carrying ...
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...bags and concerns that luggage may get lost or stolen while shopping and/or dining. This, in ...
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...enabled baggage tracking and other technologies have the potential to allow travelers to ...
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...including updates, carousel information, oversized and priority bag pick-up locations, and ...
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...so forth has been found to have a significantly positive impact on the traveler’s experience. ...
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...However, for baggage tracking to be effective and transform the traveler’s experience, collabo-...
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...ration among airlines, airports, ground handlers, and travel service partners must improve. ...
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...Reliable and up-to-date information needs to be shared in a secure and timely manner. In ...
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...addition, establishing standards for the processing and delivery of baggage will ensure that all ...
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...stakeholders are unified in delivering an optimal traveler experience....
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...rience for users with sight, sound, touch, and smell—can help create a personalized experience ...
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...for each traveler and be used as a powerful tool to improve the customer experience. There are a ...
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...a highly realistic setting where they can practice new skills and adapt old behaviors to various ...
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...situations. Several organizations have incorporated gaming elements and a points system to ...
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...134 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...lates to a better experience for a customer in the end....
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...ous locations in the terminal, based on passenger preferences and previous buying habits....
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...the traveler’s experience. Some of these autonomous vehicles are the following:...
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...parking lot and the terminal (see Figure 69)....
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...to transfer travelers between terminals, addressing the need for a more efficient and seamless ...
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...beacons track passenger flow and assist passengers in navigating the terminal, including pro-...
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...their current location. This puts more control in the traveler’s hands and helps them feel more ...
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...headed, and the amount of time it takes to get there. This valuable data can be used to help the ...
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...airport make informed decisions on optimizing the traveler’s experience....
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...Inclusive solutions anticipate and manage the sensory overload, anxiety, and confusion that ...
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...are so distressing for many travelers and their families (Krieger, 2020). The use of technologies ...
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...and innovations such as virtual tours, disability-friendly wayfinding apps, sensory pods (see ...
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...Figure 71), autonomous wheelchairs, ADA-compliant kiosks, and virtual assistants can help ...
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...lessen the anxiety often experienced by travelers with disabilities....
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...Digital Twin can be used to provide a virtual representation of an airport’s layout and processes, ...
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...allowing management to review operational data in real-time, historic, and extrapolative views. ...
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...The immersive 3D interface means data can be displayed and explored in a 3D model on a ...
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...computer, as shown in Figure 72 (Kaduoka, 2020)....
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...Digital Twin indirectly influences the traveler’s experience by allowing the airport to monitor ...
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...security elements; and queuing. Digital Twin may also be used to monitor metrics; raise alerts ...
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...if metrics are exceeded; and run different scenarios to determine the impact of delays, conges-...
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...The IATA 2019 survey revealed that 55% of travelers had experienced a travel disruption in ...
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...events can be anything from a minor spill of water on the floor, construction activities, and ...
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...normal weather delays to a major event such as a shooting incident, severe weather, a pandemic, ...
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...All airports have emergency management manuals, guidelines, and documents that describe in ...
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...detail all the actions that should be taken during a disruptive event and list the contact person/s ...
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...in charge. The topic of disruptive events and emergency management has been covered thoroughly ...
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...in existing manuals, guidelines, and documents. However, what is not adequately covered in ...
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...these is the topic of managing the customer experience during these events. While there are ...
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...adults, there is little guidance on when to inform the public of the emergency event or how to do ...
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...FAA’s Advisory Circular 150/5200-31C guides airport operators on developing and imple-...
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...gency response organization responsibility matrix, the second function is communications and ...
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...may use the website, airport app, and social media to provide this information, as well as issue ...
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...public relations releases and post signage around and/or at the area of construction. Directional ...
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...team during the event. Customer experience staff can help to ensure that travelers’ emo-...
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...and security....
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...• Keeping the traveling public informed. Reviews of actual events have shown that a lack of ...
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...ruptive event; communicate the risk factors; and provide any updates on not entering the ...
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...disruptive event. Text messaging and social media can also be useful in keeping travelers ...
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...municate the severity of the event. Staff and volunteers need to be trained to be aware of ...
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...the standard procedures and contingency measures the airport has in place to respond to ...
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...ment, a more comprehensive plan for containing outbreaks must be developed and included ...
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...Figure 73. Services to improve the experience of travel disruption....
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...Effective communication is critical to keeping passengers informed about the safety and ...
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...health guidelines in place at the airport and helping to reduce anxiety. For example, static and ...
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...digital messages can remind travelers to maintain physical distance, wear a mask through-...
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...that the traveler receives real-time information on the factors affecting their journey and expe-...
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...rience. The COVID-19 outbreak provides an opportunity for airports and their business part-...
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