Guidelines for Improving Airport Services for International Customers (2016) / Chapter Skim
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Pages 8-50
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8The airport customer experience is heavily influenced by the processes and activities they engage in along their journey. Further, during each stage of the journey, various stakeholders have substantial interaction with each customer, whether in person or through technology.
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The Customer Experience 9 Pre-Trip Planning: Pre-trip planning is the time spent by customers to prepare themselves for the air travel portion of their journey. Customers most likely use airport and airline websites or mobile apps to become familiar with what to expect during the travel experience.
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10 Guidelines for Improving Airport Services for International Customers Traffic enforcement on the terminal departures roadway is another key component of the customer experience. Law enforcement officers often must be firm and direct in maintaining orderly and safe roadway operations.
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The Customer Experience 11 Security Screening: Security screening in U.S. airports is a major source of stress for customers, primarily stemming from concern about wait times and screening procedures.
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12 Guidelines for Improving Airport Services for International Customers between terminals or concourses, and at the entrance and exit to automated people movers or underground corridors. Post-security restrooms are some of the most heavily utilized facilities in the terminal and have a major influence on the customer experience.
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The Customer Experience 13 • Passport control • International baggage claim • CBP exit control • Arrivals hall or airline recheck and security screening • Terminal arrivals roadway/ground transportation • Airport egress roadway • Journey from the airport During the arrivals journey, passengers encounter multiple organizations responsible for providing customer service. It is especially important during this journey segment for these organizations to coordinate their efforts to minimize lapses in customer service.
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14 Guidelines for Improving Airport Services for International Customers • Amount of time spent waiting to be processed • Physical environment that provides a distraction from the time spent waiting in the queue • Availability and attitude of the CBP officers While the CBP officers are primarily responsible for the passport control process, the terminal owner/operator is responsible for providing the facility and in many cases the customer service staff managing the queues and providing kiosk assistance. Amenities and services, such as coffee shops or currency exchange kiosks, are not allowed in the CBP areas.
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The Customer Experience 15 The CBP officers are solely responsible for the CBP exit control process. The terminal owner/ operator is responsible for providing the facility to conduct the interviews.
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16 Guidelines for Improving Airport Services for International Customers wealth of information about the various ways customers can depart from the airport, including registered ground transportation service providers, and approximate costs based on regions or zones of the local area. 2.1.3 Connecting Passengers Many international passengers who arrive at U.S.
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The Customer Experience 17 Airline Recheck and Security Screening: Since connecting passengers must reclaim their checked baggage, airlines commonly provide recheck counters immediately after the CBP Exit so passengers can deposit their baggage with the airline. The airline recheck area typically consists of a conveyor belt where passengers can drop their baggage that has been tagged for their final destination.
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18 Guidelines for Improving Airport Services for International Customers • Domestic baggage claim • Arrivals hall • Terminal arrivals roadway/ground transportation • Airport egress roadway • Journey from the airport Pre-Trip Planning: Pre-trip planning for U.S.-bound international passengers begins with understanding the preclearance procedures at the point of departure. The preclearance process is different from the international arrivals process at U.S.
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The Customer Experience 19 One important difference is the need for wayfinding signage to guide preclearance passengers to the domestic baggage claim area. Domestic Baggage Claim: Precleared arriving passengers use the domestic baggage claim areas in the international or the domestic terminal.
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20 Guidelines for Improving Airport Services for International Customers helpfulness of security staff was twice as positive when passengers were expecting to go through security (67 percent to 71 percent) as compared to those passengers who were not expecting to through security (27 percent to 35 percent)
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The Customer Experience 21 Effect of Building Complexity: Large airports have many gates often located in several build- ings. Research shows that decision points that require a change in level make it more difficult for customers to find their way as compared to decision points on the same level (Dada and Wirasinghe 1999)
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22 Guidelines for Improving Airport Services for International Customers the baton or fails to make a clean hand-off, the entire team is affected. The same holds true for the customer's airport experience.
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The Customer Experience 23 roadways are two of the primary physical environments through which customers pass during their time at the airport. According to ACI Europe (2014)
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24 Guidelines for Improving Airport Services for International Customers Creating unique passenger flows or process arrangements requires customers to adapt from their previous experience to the new arrangement and may create doubt and confusion. Another architectural element that can make things difficult for customers to maintain their orientation is vertical transition (e.g., via elevators)
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The Customer Experience 25 Source: Boston Logan International Airport website. www.massport.com/logan-airport Figure 2-6.
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26 Guidelines for Improving Airport Services for International Customers Walking Distances: Every airport terminal is unique in its design and layout, which are highly influenced by the constraints of the site upon which the terminal has been constructed. It is not unusual for international terminals at U.S.
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The Customer Experience 27 Spatial Requirements: Terminal planning and design spatial requirements play an important role in influencing the customer experience. Two of the most notable sources of terminal planning spatial requirements are ACRP Report 25: Airport Passenger Terminal Planning and Design and IATA's Airport Development Reference Manual (ADRM)
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28 Guidelines for Improving Airport Services for International Customers What are the benefits of wayfinding and why is this communication so important? One-hundred percent of respondents from the survey rated ease of finding way inside airport as somewhat important or very important.
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The Customer Experience 29 Source: ACRP 03-35 Research Team. Figure 2-9.
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30 Guidelines for Improving Airport Services for International Customers • Passengers seem to leave their brains at home when traveling. Human interaction is a much more effective means of communication than providing information via kiosks.
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The Customer Experience 31 directories, or digital media. This one-on-one communication is indispensable in the airport environment.
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32 Guidelines for Improving Airport Services for International Customers Source: ACRP 03-35 Research Team Figure 2-12. Post-security information counter at Dallas/Fort Worth International Airport.
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The Customer Experience 33 Customer Service Audit: These audits are conducted in addition to the comprehensive customer service training program for concessions employees. JFKIAT (the operators of JFK Terminal 4)
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34 Guidelines for Improving Airport Services for International Customers flight information, resource planning, operational reports, and a chat function for real-time discussion among staff. Like roaming flight information and wayfinding displays, this allows agents to assist passengers with questions about flights or locations within the terminal on the spot.
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The Customer Experience 35 • Connecting gates • Customs declaration forms Airline agents at the ticket counter or at the gate are also key points of contact for customers needing direct one-on-one communication. Other Service Providers: Similar to the groups previously mentioned, other service providers also encounter customers.
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36 Guidelines for Improving Airport Services for International Customers All four international airports and six out of eight U.S. airports visited use internally illuminated signs.
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The Customer Experience 37 Similar types of information can be useful to unfamiliar customers who have a choice of whether to walk or ride to the departure gate (see Figure 2-19)
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38 Guidelines for Improving Airport Services for International Customers static and or dynamic media and can be integrated with the airport design to help create a sense of place. Lighting: Lighting is another design element that can be used to highlight key areas of the terminal building to aid in intuitive wayfinding (see Figure 2-21)
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The Customer Experience 39 be maintained to function properly. Airports are in a constant state of flux and therefore the wayfinding system needs tools like a sign inventory database (see Figure 2-23)
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Source: DFW International Airport Figure 2-24. Visual handout map provided at information desks at Dallas/Fort Worth International Airport (one side of a two-sided handout)
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The Customer Experience 41 management technology to harness the opportunity to reach passengers throughout every stage of their journey can maximize the customer experience. Airport Website: The customer's experience typically begins in a web browser.
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42 Guidelines for Improving Airport Services for International Customers – Currency exchange – WiFi – Kids programs Terminal Maps: A passenger may be inclined to search online for information about parking, shopping, or dining options in preparing to visit an airport. During the website investigation of the spotlighted airports, it was determined that airport websites use a combination of formats to display information.
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The Customer Experience 43 and adding more details such as baggage carousel location and processing wait times would only increase their usage (Garcia 2015)
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44 Guidelines for Improving Airport Services for International Customers Beacons are used to gather information from hundreds of points throughout the facility, delivering the customer a wealth of valuable information that could otherwise be missed. The ability to provide informative and relevant information such as wait times at security points gives customers the confidence that ultimately may reduce what could be a stressful situation.
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The Customer Experience 45 • Tolerance for error: The design minimizes hazards and the adverse consequences of accidental or unintended actions. • Low physical effort: The design can be used efficiently and comfortably, and with a minimum of fatigue.
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46 Guidelines for Improving Airport Services for International Customers passengers about the screening process and establishing a new professionalism program to improve customer service training for its officers. The Model Ports Program holds a large stake in multilingual signage.
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The Customer Experience 47 Situation Display to Industry (ASDI) data stream service is not available, receiving data directly from the airline is required.
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48 Guidelines for Improving Airport Services for International Customers determined that keeping the customer happy has a monetary incentive for the airports where highly satisfied customers tend to spend 45 percent more in retail shops (FlightView 2015)
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The Customer Experience 49 Interactive Signage: The main goal of interactive signage is to reduce traveler stress by providing clear, easy to follow instructions while at the same time highlighting shopping and dining opportunities that are available along one's journey to the gate. Interactive signage, as shown in Figure 2-31, allows the passenger to do just that, interact with the digital display.
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50 Guidelines for Improving Airport Services for International Customers Avatars: Beyond CUSS, airports are using other forms of technology, such as kiosks and avatars to assist passengers and enhance the user experience. Providing a limited amount of information based on the customer's selection, customer service kiosks are placed at key areas such as immigration area or at information booths throughout a terminal to provide information to the passenger without having to interact with a customer service agent.
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