The National Academies Press

Currently Skimming:

Pages 102-140

The Chapter Skim interface presents what we've algorithmically identified as the most significant single chunk of text within every page in the chapter.
Select key terms on the right to highlight them within pages of the chapter.

From page 102... ... 102 Factors Affecting the Overall Airport Journey Chapters 3 and 4 focused on the traveler's experience along the various points of the journey; however, some factors affecting the travelers' experience apply to most areas of the airport. Travelers' perspectives of these broader factors are outlined in Chapter 5. Read the entire page →
From page 103... ... Factors Affecting the Overall Airport Journey 103 5.1 Navigating the Chapter In this chapter, for three of the factors influencing the overall journey (basic needs, environs factors, and customer interface) travelers' perspectives are presented in a graphic (see an example of this graphic following this paragraph) Read the entire page →
From page 104... ... 104 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience functional needs are addressed sufficiently with clear signage, clean restrooms, and free internet access. Only when these needs are met does Changi Airport seek to positively surprise passengers with a myriad of services (thereby catering to road warriors and other travelers having different needs) Read the entire page →
From page 105... ... Factors Affecting the Overall Airport Journey 105 5.4 Basic Needs -- Actions for Airports The findings in this study indicate that basic needs are still not being met by some airports. To meet the basic needs of travelers, airports might consider some of the following. Read the entire page →
From page 106... ... 106 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience 5.4.2 Minimizing Walking Distances In the effort to minimize walking distances, consider the following: • Balancing the use of moving walkways with the encouragement of traveler spending at airport concessions. While many airports have removed moving walkways to encourage consumers to visit concessions along the way to their gate, moving walkways should be implemented where long walking distances become a hindrance and impede the traveler's journey. Read the entire page →
From page 107... ... Factors Affecting the Overall Airport Journey 107 • Review flight information and share it with the cleaning crew. Flight information indicating peak travel times should be shared with the maintenance department or firm so that cleaning services can take place around rather than during busy periods. Read the entire page →
From page 108... ... 108 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience of service and the facility via a digital display. The device also provides information on the next closest available restroom (ACI Europe, 2014) Read the entire page →
From page 109... ... Factors Affecting the Overall Airport Journey 109 5.6.1 Improve Acoustics • Use of design elements to reduce noise levels. Using design elements such as carpeting to improve acoustics and incorporating natural sounds can help reduce unwanted noises. Read the entire page →
From page 110... ... 110 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience lighting currently used at a number of airports. Use dim warm light in airport areas where interpersonal conflicts and negotiations could take place (e.g., customs and TSA) Read the entire page →
From page 111... ... Factors Affecting the Overall Airport Journey 111 Other strategies for architectural and design features are the following: • Keep up with the latest architectural trends: – The near-future airport campus will utilize an "all of the above" sustainability strategy, harvesting its own energy and water, recycling its own waste, and growing its own aviation fuel (Aguilar et al., 2015) Read the entire page →
From page 112... ... 112 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience Pathways, bridges, and stepping stones connect the three gardens. Waterways flow between ponds and lakes to symbolize the intermingling of the cultures in Hawaii. Read the entire page →
From page 113... ... Factors Affecting the Overall Airport Journey 113 I Perspective shared by the general traveler population • Tendency for travelers to approach a staff member if they require assistance rather than a staff member approaching them. Read the entire page →
From page 114... ... 114 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience 5.8 Customer Interface -- Actions for Airports Creating human connections along an airport customer's journey can significantly enhance their experience. Dignity Health, one of the largest health systems in the United States, conducted a survey at airports, which found that three out of four travelers had done something kind to make another traveler's day better; more than half of travelers felt happier after performing that act of kindness; and nearly all travelers (97%) Read the entire page →
From page 115... ... Factors Affecting the Overall Airport Journey 115 Employees and business partners at the airport have various levels of interactions with customers. Employees, business partners, and/or contractors involved in high-touch customer experience help and interact with customers daily as part of their job (e.g., ambassadors and service personnel) Read the entire page →
From page 116... ... 116 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience • Virtual assistant. Through the use of holograph technology, airports can provide consistent information throughout the journey using pre-recorded information to respond to common traveler needs. Read the entire page →
From page 117... ... Factors Affecting the Overall Airport Journey 117 5.8.8 Striving To Be a Culturally Competent Airport Cultural factors can play a critical role in the traveler's experience. A recent study by ACI World suggests that cultural elements influence between 39% and 45% of overall satisfaction scores as measured by the Airport Service Quality (ASQ) Read the entire page →
From page 118... ... 118 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience In the airport context, the experience of airport employees that directly (e.g., CX ambassadors) or indirectly (e.g., technology team controlling displays) Read the entire page →
From page 119... ... Factors Affecting the Overall Airport Journey 119 spirit, and the flexibility to deal with unique individuals in a stressful situation. Behavioral standards must be established for all categories of jobs at the airport, particularly those with customer interactions. Read the entire page →
From page 120... ... 120 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience To avoid the cost of turnover, companies need to make an effort at an early stage to attract the talent that fits the needs of the position and follow the steps to be effective in the hiring process (Fong & Kleiner, 2002) Read the entire page →
From page 121... ... Factors Affecting the Overall Airport Journey 121 Economic Forum's Future of Jobs Report (World Economic Forum, 2020) found that EI was considered one of the top 10 job skills for 2020 (as highly in demand as technical skills! Read the entire page →
From page 122... ... 122 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience • Mentor/buddy program. A mentor/buddy program significantly increases the chances of long-term retention by supporting relationships and building momentum. Read the entire page →
From page 123... ... Factors Affecting the Overall Airport Journey 123 Step 3: Analyze Data -- Utilize Available Customer Experience Metrics Customer feedback data from the following CX metrics may be used to inform the training design: • Employee needs assessment -- conduct a survey of employees and/or managers. • ASQ -- review metrics (if subscribed) Read the entire page →
From page 124... ... 124 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience A job aid or reinforcement tool such as a checklist of need-to-know information to assist travelers is optimal for quick access. The best motivator for continuous learning is when the team sees that the training helps them to do their job better and to succeed in career goals. Read the entire page →
From page 125... ... Factors Affecting the Overall Airport Journey 125 for 70% of the difference in team engagement (Gallup, Inc., 2018) Read the entire page →
From page 126... ... 126 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience to employees using a variety of channels (e.g., job descriptions, performance appraisal instruments, direct communication, and internal newsletters) Read the entire page →
From page 127... ... Factors Affecting the Overall Airport Journey 127 [Source: Adapted by Research Team from SITA's E2E Pax Journey (Kaduoka, 2020) Read the entire page →
From page 128... ... 128 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience (Source: oag.com) Figure 64. Read the entire page →
From page 129... ... Factors Affecting the Overall Airport Journey 129 The OAG survey also revealed the types of technology that travelers believe will improve and streamline customer experience the most. In-airport, turn-by-turn GPS directions for navigating terminals and gates; self-service baggage drops; and biometrics-based, self-boarding technology were ranked as the technologies that would improve the customer experience the most (see Figure 65) Read the entire page →
From page 130... ... 130 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience 5.10.2 Artificial Intelligence IATA's 2018 Global Passenger Survey revealed that travelers want to be able to have access to multiple services in one place, such as purchasing additional services and products with their airline tickets. The use of AI and algorithms enables airports to provide information to travelers when, where, and how they need it. Read the entire page →
From page 131... ... Factors Affecting the Overall Airport Journey 131 • Pushing information. AI can help generate push notifications for personalized promotional offers for concessions (based on a traveler's preferences and buying habits) Read the entire page →
From page 132... ... 132 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience drop. While a number of airports around the world offer remote bag services, the service has yet to take off in the United States. Read the entire page →
From page 133... ... Factors Affecting the Overall Airport Journey 133 including updates, carousel information, oversized and priority bag pick-up locations, and so forth has been found to have a significantly positive impact on the traveler's experience. However, for baggage tracking to be effective and transform the traveler's experience, collaboration among airlines, airports, ground handlers, and travel service partners must improve. Read the entire page →
From page 134... ... 134 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience (Image source: New York Times) Figure 68. Read the entire page →
From page 135... ... Factors Affecting the Overall Airport Journey 135 incentivize employees to take the training several times to improve their skills, which translates to a better experience for a customer in the end. • Retail opportunities. Read the entire page →
From page 136... ... 136 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience Beyond assisting with navigation, Bluetooth beacons can also provide valuable information about where travelers are dwelling, which places they are visiting the most, where they are headed, and the amount of time it takes to get there. This valuable data can be used to help the airport make informed decisions on optimizing the traveler's experience. Read the entire page →
From page 137... ... Factors Affecting the Overall Airport Journey 137 5.11 Disruptive Events The IATA 2019 survey revealed that 55% of travelers had experienced a travel disruption in the previous 12 months, and one of the top five passenger priorities was to improve disruption management. A disruptive event is anything that disrupts "normal" operations at an airport. Read the entire page →
From page 138... ... 138 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience provisions, for example, for caring for families with children, travelers who are disabled, or older adults, there is little guidance on when to inform the public of the emergency event or how to do so during these events. FAA's Advisory Circular 150/5200-31C guides airport operators on developing and implementing an airport emergency plan (AEP) Read the entire page →
From page 139... ... Factors Affecting the Overall Airport Journey 139 • Keeping the traveling public informed. Reviews of actual events have shown that a lack of communication to the traveling public has resulted in travelers feeling vulnerable. Read the entire page →
From page 140... ... 140 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience 5.11.3 Communication Among Business Partners Communication among business partners during disruptive events is critical in ensuring that the traveler receives real-time information on the factors affecting their journey and experience. The COVID-19 outbreak provides an opportunity for airports and their business partners to work more closely together to create a streamlined journey. Read the entire page →

From page 102...

... 102 Factors Affecting the Overall Airport Journey Chapters 3 and 4 focused on the traveler's experience along the various points of the journey; however, some factors affecting the travelers' experience apply to most areas of the airport. Travelers' perspectives of these broader factors are outlined in Chapter 5.