Improving Airport Customer Experience Through Technology

A passenger's journey through an airport involves myriad touchpoints (e.g., check-in, security screening, boarding, concessions, and other amenities). Time constraints, unfamiliarity with the terminal layout or protocols, unexpected events (e.g., flight delays, cancelations, gate changes), and poor customer service can result in a poor experience for travelers. Airport industry practitioners are realizing there are opportunities to improve customer experience, and recently developed technologies can play a role. Yet many of these technologies are nascent, particularly in the airport setting, and may require significant investment and coordination among various stakeholders. Airport industry practitioners would benefit from a guide to help identify, evaluate, select, and implement technologies related to customer experience. The objective of this research is to develop a guide and resources to help airport industry practitioners evaluate, select, and implement appropriate technologies to enhance customer experience. The guide and resources should address the following topics across all touchpoints within the terminal, at a minimum: (1) Demand management; (2) Obtaining real-time feedback on customer experience and sentiment; (3) Effective deployment of janitorial staff; (4) Signage and wayfinding; (5) Messaging and communication (e.g., flight status, customer messaging); and (6) Irregular operations. The guide and resources should provide, at a minimum: (1) Overview of current state of practice, including relevant domestic and international airport and non-airport examples; (2) Guidelines and tools (e.g., decision trees, flow charts, checklists, frameworks) to help staff at airports of various sizes and with varying resource levels: (a) Define customer experience challenges; (b) Identify which challenges are most amenable to technological solutions; (c) Evaluate, prioritize, and select appropriate technology solutions; (d) Partner with stakeholders (e.g., airlines, service providers, concessionaires); and (e) Develop an implementation strategy that considers technology integration and user uptake. (3) Technology fact sheets that include: (a) Concise description of technology (including maturity and level of industry adoption); (b) Potential customer experience-related applications; (c) Degree of scalability; and (d) General resource requirements (e.g., costs, staffing) for implementation and operation; (4) Representative case examples of how these technologies have been implemented at airports to enhance customer experience; and (5) Resources (e.g., slide deck and handout templates) to help communicate recommended technology implementation strategies to decision makers.    

Language

  • English

Project

  • Status: Proposed
  • Funding: $400000
  • Contract Numbers:

    Project 03-76

  • Sponsor Organizations:

    Airport Cooperative Research Program

    Transportation Research Board
    500 Fifth Street, NW
    Washington, DC    20001

    Federal Aviation Administration

    800 Independence Avenue, SW
    Washington, DC  United States  20591
  • Project Managers:

    Navarrete, Joseph

  • Start Date: 20240115
  • Expected Completion Date: 0
  • Actual Completion Date: 0

Subject/Index Terms

Filing Info

  • Accession Number: 01889779
  • Record Type: Research project
  • Source Agency: Transportation Research Board
  • Contract Numbers: Project 03-76
  • Files: TRB, RIP
  • Created Date: Aug 8 2023 4:56PM