Tag Archives: Airline industry

How technology is giving flight to customer experiences in the airline industry

May 29,2019 / By Surabhi Ghosh Chatterjee / No Comments

The first ever aeroplane took flight on 17th December 1903. Today, over a hundred years later, with 3.7 Billion passengers a year and delivering one-third of the world’s trade, the airline industry has come a long way.

With the growth of airline industry, the players have also mushroomed, each trying to win over customers by delighting them through value and innovation. The customer too expects something more with every flight they take. Airlines are stepping up their game with technology and are trying not just to meet customer expectations but exceed them.

Building personalisation, a seamless digital interface at every touch point, operational efficiencies, environmentally friendly technologies and so on are all the elements a utopian airline world is made of. This utopian dream might soon become a reality with the fast-growing technology space.

Let us look at how technology helps airlines meet inherent industry challenges and create memorable and delightful flight experiences for their customers.

Industry challenges and how digitisation can solve them

Operational efficiency:

Flight delays and operational inefficiencies are not just annoying for the flyers, but also cost a great deal of dollars for the airline industry. It is estimated that during any given flight the travel time, fuel use, and flight path are 18% to 22% inefficient and an idle plane costs the operator $81 every minute. Time wasted due to operational glitches like unplanned maintenance, or inspection delays are unnecessary and avoidable. Such operational inefficiencies mean extra costs to the airline and most importantly they also add to the dissatisfaction of the customer.

In the age of digitisation and social media ‘hell hath no fury like that of a disgruntled customer’. Hence, airlines try to improve their services continuously. Thankfully, technologies implemented right help them do it easily.

Digital applications can considerably reduce the instances of operational malfunctions. E.g. they can notify the engineers on the maintenance required even before a plane touches down, through digital twins simulating the wear and tear on an aircraft’s systems and parts.

Flight delays and the costs associated with them are an even bigger deal for airlines. To reduce instances of delays and improve operational efficiencies, GE has created an innovative problem-solving process called FastWorks, which airlines are using to address customer issues more quickly and efficiently. Further, PASSUR, a business intelligence company also partnered with GE to build intelligence solutions for the aviation industry to address biggest operational challenges and opportunities with the goal of improving overall airline and airport reliability, service, and cash flow.

Personalisation:

“It’s all about showing the business what is possible and what the technology could do for them and their customers.” – Tim Graham, Technology Innovation & Development Manager at Virgin Atlantic.

According to the SITA 2017 Air Transport IT Trends Insights report, airlines and airports are estimated to spend nearly US$33 billion on IT this year. More than half of these investments (68 percent) are expected to be spent on customer personalisation. These numbers clearly suggest that airlines are well aware of the fact that today’s digital natives are used to customised interactions and personalised solutions, thanks to the growth of e-commerce and the popularity of social media channels.

For airlines, customer interactions start way before the flight is even boarded; the test begins when the flyer is looking for a flight and extends way after they unboard the plane. It can be a daunting task to keep up with the changing customer demands and provide a seamless and delightful experience throughout the passenger journey.

Image Source: PwC.com

Before airlines even begin to personalise a passenger’s experience, they have to be sure of what do air travellers want? What problem do they want to be solved? And, how can they work with the other members of the industry – airports, travel agents/sites to build a 360-degree digital experience?

Technology provides enough customer data enabling airlines to get to know their customers well. Further, when it comes to providing data to airlines, customers don’t shy away. According to a research, 85% of travellers are happy to provide additional personal data to airlines. Analytics can help immensely in making sense of all this data and help airlines answer the questions mentioned above.

Digital applications can help airlines personalise customer experience across every touch point. Technology can delight customers with customised offers, easy and faster check-ins, providing options to track and control their luggage remotely so on and so forth.

Cost efficiency:

It is estimated that just 1% reduction in jet fuel use alone could save the industry $30 billion over 15 years. We know that the commercial aviation industry trades on low margins and high volume. Even minimal changes in fuel efficiency, reduction in operational and training costs etc. can save huge costs for the sector.

Over the years fuel efficiency of aircrafts has increased. Today, fuel per passenger kilometre has come down to 70% since the 1960’s, and aircrafts have become 75% quieter. But simultaneously, the number of flights has also increased by leaps and bounds. This prolific rise in the volume of flights not just impacts costs; it is also detrimental to the environment.

Digitisation can help airlines in reducing the environmental implications due to the increase in air traffic. For instance, pilots can follow pre-programmed landing patterns that save energy and improve safety, while airlines can also analyse this data to optimise routes and altitudes to reduce emissions.

Further, digitisation implemented right can go a long way in helping the industry with less downtime, better service and higher margins. Biometric identity management, Beacons and Way Finding solutions, Pre-airport self-service options etc. are some ways the airlines are delegating manual tasks to technology and saving costs,

Image Source: SITA

How airlines are using technology in creating delightful experiences for flyers

“We wanted technology that would help us better understand our guests’ needs, focus on their individual priorities, and create an experience they can’t get with any other airline. These new solutions give us invaluable insights into our guests to create tailored experiences that drive loyalty, and support our mission to make flying good again.” – David Cush, president and chief executive officer of Virgin America.

A sentiment echoed by most airline professionals, and thus airlines are trying to offer the best possible service, keeping in mind the expectations of their tech-savvy customers, with a plethora of options at their disposal.

Though airlines do provide some personalisation options, they are mostly limited to offers and recommendations. An omnichannel digital experience is amiss. Some of the reasons for this are reliance on ageing systems, a lack of omnichannel capabilities and an inability to seamlessly coordinate the activities of multiple partners in the value chain.

According to a study done: on a scale of 5, the average mood rating of customers using airline websites was 2.4, with only 30% of customers rating themselves as satisfied. The majority of the feedback was submitted on the desktop (59%). However, mobile users reported the highest levels of overall satisfaction – with an average mood rate of 2.8.

The above statistics aptly explains what a PWC report stated in 2015 – ‘’Air travel remains for many a disappointing, grumble-worthy experience.’’ And in today’s world this experience starts right from the booking stage.

Below are some major customer pain points when it comes to digital interactions with airlines and how some forward-thinking airlines are addressing them:

Search and Navigation

As soon as customers start looking for a flight, airlines’ interaction with them begins. First and foremost their website must be SEO friendly and geared up to rank on the search engine’s first page – that’s elementary of course. But as soon as the customers land on the site their experience starts. Navigation on site must be easy for all kinds of passengers, those who exactly know the itinerary of their travel and those who are just vaguely planning a vacation.

Little things can make the website extremely easy or complicated for the users. One such function on the website can be the calendar view, which has the potential for causing confusion.

Should it scroll vertically or horizontally? What is the ideal number of months to display at one time? Should different dates with lower prices be displayed? – These may sound like basic questions, yet are extremely important.

One airline which has got this right is Raynair, with their smart calendar option which allows the customer to slide through different dates to compare prices simply, and when the departure date is altered, the return date calendar automatically slides across to the days following this date.

Emirates’ responsive calendar is another such great example, which has an ‘Inspire Me’ function which allows the user to input selected information about their ideal trip, then offers several different options of destinations and prices.

Image Source: Usabilla.com

Booking & Payment

Nothing can be more annoying for a customer than going through a cumbersome process of searching, selecting and entering information on an airline’s website and having an error on the booking page after all the hard work is done. The booking to payments checkout process on most airlines’ websites is somewhere between 5-7 steps.

It can be incredibly frustrating for the customers to go through the grill of flight selection, upsells, seat selection, payment and confirmation etc. Thus, it is important to simplify the process and make it engaging.

Adding layers to checkout process also irks the customer as every step, and with every upgrade, their cost is going up. They start booking a flight thinking it costs an amount X, however after adding meals, extra baggage, seat selection etc. most of the times the cost goes up significantly. This leads the customer to think that either the airline is ripping them of money, or they are compromising on luxuries to actually get the value of their booking. In any case, the result is a dissatisfied customer.

According to Joe Leech, author of Psychology for Designers, and an expert in the design of UX for maximum consumer engagement:

“It’s all about timing. There are two ways to sell any item: talking about the positive things that a purchase gives you, or about the negative things that a purchase solves. During overnight flights, you’re most likely to upgrade if it’s a flight when you want to sleep. Flying back it could be about getting most successful upsells are at the right time when the problem might arise, selling travel insurance two or three days before they visit, for example.”

Some of the things which Leech suggests can elevate customer experience are:

a) Upselling the customer an insurance nearer to the date of journey, when they are more likely to prepare for the trip and take appropriate precautions envisioning the problems that may arise during their journey. At this point, they are more likely to buy, considering it as a necessary expense.

b) Similarly, he suggests, passengers may be more likely to buy extra luggage allowance on their return trip—when they may be packing their bags and find they’ve purchased more at their destination than they can fit. A call to action for extra baggage allowance, through email, app notification or text message, is ideally timed at this point in the journey.

This unbundling of the services is known as ‘ancillary unbundling’. Kulula is an airline that has benefited by selling unbundled ancillaries on its website and believes offering critical services along the journey could further increase sales and improve customer service.

According to Lain Meaker, executive manager for commercial distribution for Comair Ltd., a unit of Kulula.com

“Products like seat pre-purchases discounted extra baggage, priority boarding all help customers in accessing specific preferences up front help with overall satisfaction. Giving customers access to these at all possible interaction points in an easy and simple interface is key to closing the loop.’’

Some of the other key tips to keep in mind to improve the booking experience for customers are:

1) Making sure customers are engaged on the site and do not lose track of the most relevant information on the site. Most airlines ensure that selected flight and price are fixed in the sidebar, that way they remain in view.

Image Source: Usabilla.com

2) Easy currency conversions – while booking international flights currency conversions can be extremely confusing for the customer. To ease this out, some airlines like KLM, automatically alter the currency when the customer changes their country selection. This minimises the chances of confusion and adds an element of security for the user.

3) Making mobile bookings easy – according to the Google Travel Trends report, 46% of travellers make their travel decision on mobile, but finish bookings on a different device. Therefore, it is important for airlines to ensure that their mobile interface is geared up to handle the complexity of the booking process. Introducing a mobile app will further help this cause.

Post booking interactions

An airline’s digital interaction with the customer does not end with booking the flight. After sales services play an important role when it comes to retaining the customer and building a positive interaction for them. However, nudging customers towards seat selection, adding luggage, or investing in partner companies for amenities like insurance or rental cars should be done subtly and non-intrusively.

KLM airlines does this well with their minimalist page design; the options for adding extra luggage etc. are there but they don’t have an overwhelming presence, just a simple option to select or not.

Mobile apps also play a significant role when it comes to booking management. According to a study, around two-thirds of travellers use airline apps. Amongst them 40%, use the apps to replace paper tickets and boarding passes. Among them, 13% are most likely to use apps to make flight arrangements or to manage flight disruptions.

Recently Kulula upgraded digital channels and introduced a new mobile app which has improved the airline’s digital relationships with their customers, and the efficiency of its operations. According to Lain Meaker, executive manager for commercial distribution for Comair Ltd., a unit of Kulula.com:

“The mobile app that we introduced was a simple extension to our customer self-service that took place on our website. It’s a very simple application that allows for content on schedules, policies etc., mobile check-in, weather and flight status. It’s purely a supporting application for servicing. So while it’s a simple application, it has helped in driving more people to check-in online. This has the benefit of better customer satisfaction as those that don’t have baggage don’t have to queue, as well as the process efficiencies the airports with fewer people to deal with at the counters. Online check-in on the web has been available for some time.”

Easing out the check-in process

While mobile apps and websites ease out the check-in process to some extent, there remains a lot of scope for improving it further. According to a survey, 31% of customers who used mobile, rated the experience as negative due to the check-in process.

According to SITA’s Air Transport IT Trends report, in 2017, more than 91% of travellers use an airline’s mobile app for doing check-ins. While airlines are investing in mobile-specific apps, today most airlines are also trying to take out the stress out of the check-in process with Kiosks at the airport. Whatever be the medium, it is important for them to provide a seamless and an easy to navigate interface on the platform.

In-flight app experience

Smartphones are revolutionising customer experiences across industries and airlines are leveraging the medium to provide 360-degree digital experience to the passenger while flying. Here are some ways smartphones have changed the way people fly.

Panasonic’s Waterfront concept suite lets passengers customise their in-flight experience with their smartphone:

Last year, Panasonic in partnership with B/E Aerospace, Formation Design Group and TEAGUE launched Waterfront concept seat. According to Panasonic, the objective with the new seat is to “take care of a passenger’s wellbeing in a more holistic way.” Using B/E Aerospace’s Super Diamond seat as a platform, the Waterfront seat features a full privacy door, which “gives a First-Class feel within the confines of a Business Class footprint,” as RGN puts it.

Image Source: Airlinetrends.com

The Water seat has the following features:

1) Passengers will be able to control the in-flight entertainment system and the suite’s environment from their phone or from a supplied 7” tablet.

2) Passengers can then use their smartphone to control the in-flight entertainment system, as well as order food, drinks and snacks to their seat. For passengers who have previously flown with the airline, the app keeps track of any food, drink or viewing preferences from previous flights.

3) When passengers want to get some sleep, the app can be used to adjust the seat’s recline – including turning it into a fully-flat 79-inch bed.

4) When the flight lands, the app will provide gate, baggage claim and car rental information and remind passengers to check the seat for any items they may have left behind.

Flight Stages Timeline on IFE system:

Developed in-house in partnership with creative agency Reaktor, Finnair has dubbed its Panasonic IFE system ‘Nordic Sky’. The on-screen display shows the main stages of the flight, guiding passengers from departure throughout all stages of their journey, informing them in advance when meals will be served, when rest lighting will be activated, and when passengers can make purchases from the in-flight shopping service.

Cabin crew announcements appear at the top of the display and inform passengers of events such as flight schedule and meal delivery. The cabin crew can update all flight events – such as the flight schedule and the food menu – in real time.

Delta Airlines creates ‘glass bottom’ iPad app for its planes so passengers can look at view

Delta airlines introduced an iPad app, which lets aeroplane passengers admire the view, keep up to speed with their flight’s progress and find out what is going on 30,000ft below.

The ‘glass bottom jet’ feature is accessed through in-flight Wi-Fi from 10,000 ft and allows passengers to track their flight by watching a computerised image of the plane on their handheld device.

Image Source: Dailymail.co.uk

In conclusion:

The modern-day travellers expect airline experiences which are inline and at par with other industries, as innovative products and services in one industry raise the bar for all industries. To cater to these travellers airlines and airports must consistently work towards designing customer experiences from a holistic perspective, integrating both online and offline channels.

Today’s digitally-savvy customers expect personalised, on-time solutions which solve real-life problems for them. Simply adding digital assets is not the solution, the new-age flyer expects a seamless and delightful experience. As airlines consistently work towards building on-demand, real-time and end-to-end solutions for customers, we can expect that the future of airline travel is going to be a lot more exciting for flyers and profitable for the airlines.

Mobile Technologies

UX upgrades for the airline industry – design suggestions for a deeper, more intimate airport experience

Jun 7,2018 / By Dean Gonsalves / No Comments

To fly, we must. For some, the regularity has numbed us, for others less frequent; it remains a daunting chore — You stand, you wait, you get frisked, you wait, you fly, you eat, you sit and stand again, and then you make a last restless dash for the doors, as if every second counted in this inevitable race to nowhere. The baggage carousels and Uber queues are the great levelers. Nobody gets ahead of this game.

This essay is about design suggestions that would help create a deeper, more intimate “airport experience”. These insights are personal, derived from hours of waiting at airports and watching. And over time the process has become almost meditative, resulting in a few distilled concepts around design and technology. I hope this would urge airlines to embrace emotionally designed journeys, wherein technology becomes a pillar of dependability rather than just another tick-mark to a digital transformation mandate.

It’s only through consistency and reliability, born out of unflinching focus that a business can truly succeed. And not through the contemporaneous handstands of forced digital disruption.

The 7 Stages of flying

There are subtle rhythms behind every process. They are like musical compositions, miss a beat and the tune goes for a toss. To better understand these rhythms we need to break a process down into precise stages, with each stage possessing a clear demarcation of purpose.

Currently, a typical airline journey is broken down into four stages — Booking, Departure, Flying and Arrival. While this may hold good from a macro perspective, there are micro-rhythms that are missed. How do users plan their journeys? There is definitely more to planning than just a pretty booking interface. What are the strains from pre-trip anxiety? And arrival at a port of call is not necessarily the end of a journey.

In order to accommodate these micro-rhythms of the new age traveler, I expanded these four stages into seven steps. The new flow adds three essential stages — Planning, Pre-trip, and Post-Arrival. These seven steps form the base-framework of the new UX flow.

Image 01 – Seven steps that form the base-framework of the new UX flow

The Users

Decades ago, flying was a unique experience, happened once in a while, and to distant places. There was a certain romance that existed. Airports weren’t crowded, counter experiences personalised, flight attendants were courteous, security personnels smiled, and your baggage weight was not part of a revenue model. You had butterflies in your stomach every time you entered an airport. I still have butterflies occasionally, especially at take-off. With the advent of low-cost carriers, flying went supernova, and almost everyone flies now.

Time is of the essence and when that happens romance jumps out of the window.

To keep things simple, I have bucketed the users of new age airline travelers into four profiles based on their needs.

Image 02 – Four user profiles based on their needs

Four user profiles based on their needs

Business Traveler — Always late or in a hurry, quick check-ins are the priority. Connectivity and swift transfers always on their minds. The rewards and lounges access is something they gun for.

Switching between phones and laptop, emails and messages, coming and going, lost in transit and they sometimes get isolated.

The Leisure Traveler — Off to places where the sunny side is up. Usually, on a tight budget, they make choices on recommendations and keep a sharp eye out for deals on tickets. Flying frequently, they are casual and relaxed. Shopping at the arcades, they look at things they otherwise wouldn’t need. May buy a book but not the Sony LCD. May have a beer as opposed to a coffee. All is good, a life of fun awaits.

Family Groups — Large groups shuffling through the airport, constant head counts of children and luggage alike. Seats need to be together. Baby tantrums and seat belt extensions for the grandfather. Check-in, in-flight food and comfort are a priority.

Special Needs — Care for specially-abled and elderly calls for a rooted sense of empathy. Flying can become an extremely anxious experience of our older folks. The sheer sizes of airports today, language barriers, new digital systems that breed impersonal attitudes all cause a fair amount of disorientation.

Wheelchair or personal assistance is not just limited to a physical want. It needs to be administered in the most gentle manner, it is only then that the experience has a profound emotional effect. Care-giving is the focus here.

The experience map of family travelers

I have chosen to elaborate the experience of the family groups, as their needs are more varied and demanding. Compressing the entire journey into main nodal points, the red dots are the areas of maximum pain.

Image 03 – Experience map of a family traveller

In the above map, while planning and bookings having their own hurdles, the focus here is on what happens in and around the airport like immigration and security checks. There is the chaos of the boarding lounge, then baggage collection and finally transportation at the destination, while check-ins, baggage drop-offs, lounges could all do with some improvements.

Pain points summarized for the Family Traveler

Besides Facebook and banks, airlines seem to have access to a lot of user data. By efficiently using frequent flyer data, can we answer some of the below questions?

It’s been a long and hectic year. We need to take a break. Where can we go this year?

Challenge — Planning a family trip is an emotional and repetitive decision. Can airlines preempt this need and help suggest relevant destinations?

With more significant aspects of the travel taken care of. “Hope I haven’t missed out on anything.”

Challenge — At the last minute, small things tend to be forgotten. Travelling with family requires meticulous planning & confirmation of all logistics.

“Hopefully, we are done quickly with immigration and get our bags soon.”

Challenge — Travel doesn’t end at the port of destination. Being a reliable partner means focusing on the complete end-to-end travel experience, from the baggage carousel to the hotel room.

Below is the experience map for a Business Traveler.

Image 04 – The experience map for a Business Traveller

Business Travelers are usually too preoccupied with their personal agendas and don’t get into the nuances of travel planning and execution. They want to just go with the flow, herd their way through.

The emotional pillars

Identify the negative emotions, and you will understand the nature of a specific pain-state.

The primary need of product features is to address these pain-states. Very often we do not resonate with the real pain and land up treating superficial pain points, creating features that are benign.

Hence I make it a practice of drawing up the key emotional pillars — celebrating the positive emotions that negate the negative ones. In this case, designing that end-to-end travel experience requires three key emotional pillars.

Image 05 – Emotional Pillars

Reliability

Air-travel seems to be caught in a continuous tug-of-war with time. And it’s not just about flights taking off on-time, it starts with the booking experiences, counter transactions, baggage safety and a host of other services. Reliability is not about doing new stuff every time, but doing a few essentials correctly and consistently, so that travelers can depend on these services blindly.

Comfort

When things get reliable, they start to get comfortable. True comfort transcends the physical needs. It is not just about creature comforts, it is more about mentally being at ease. Hassle free rescheduling, notifying a change in boarding gates, subtle in-flight experiences, baggage drops-offs and so on.

Delight

You are happy when an experience exceeds your expectation, you are delighted when you least expect it.

Through the essence of reliability and comfort, delight can be experienced time over. Only when an airline has embodied reliability, will it have the ability and time to focus on the other more humane micro-rhythms — the gentleness of speech, seamless transfers, quick rescheduling, the rhythms of baggage handling, ownership of screw-ups, quick compensations and forgiveness.

User errors and mistakes should not be looked upon as a monetisation event but as an opportunity to delight the traveller.

The new experience

Here is a new take to create a seamless airline experience. Below are insights that help address the above pain points, creating a connected experience of delight.

How can airlines understand emotions and use big data to help users plan a trip?

We all have a fair guess as to how much of our information is really out there. Every time we fly, there is information we voluntarily and involuntarily divulge — the time of year we tend to travel, the places we have visited and how long we stayed, the exact dates of entry and exit. The seats we preferred and the food we like, our payment modes and credit cards. The extra baggage we haggled on, whether we have been “good or bad”, it’s all out there.

Image 06 – Airlines tap into those past moments to create relevant discounts and offers

The aftermath of a holiday is nostalgia — “The passion of reliving a good moment.” Can airlines tap into these past moments, based on the user’s flight histories, to understand where and when was the last significant event/holiday, and at the right time suggest new/similar places?

Can an email/notification sound like this:

“Remember Sweden, the snow-clad mountains and the beautiful museums? This summer we offer a customized 20% discount not just on your tickets but on your hotels too. And to make it easier, you can pick a destination anywhere in Europe!”

All you need to do is to pack a bag. Click here to let our Travel Planners sort the rest out.

Tapping into our nostalgia, they can create a desire to travel and then facilitate this new want further by relevant discounts rather than a generic 20% off. Also, bring in assisted travel planning through the seamless booking of tickets, hotels etc. A host of services can then be added on. (Image 06)

Create a “pull” notification instead of a “push” notification.

Focusing on the UX of the booking interface is a start to an error-free journey

The primary needs of the booking interface are to — discover, communicate, and encourage a booking.

Family or multiple bookings can get complicated, simple things like getting the names, dates, destination or timings right need a certain amount of effort and focus. For example, there are many cases where the users had selected the dates right but mistakenly booked the destinations in reverse order. To avoid these human errors visual checks should be designed to communicate and validate each decision made by the users at every step.

It is important to avoid jargon by maintaining a direct, uncomplicated tone of voice. Large and legible type should be encouraged. Section grouping brings focus, for example, have a clear demarcation between selecting destinations, dates and number of people flying help in quickly comprehending the priority of information needed. (Image 07)

Avoid the hidden costs and click bait prices. Final booking dates, time and cost should be summarized with clarity before a payment gets initiated.

Image 07 – Flight Bookings — An elegant interface makes booking flights a breeze

Check-ins, boarding passes and rescheduling from the comfort of your phone

Create one step mobile check-ins, which are designed to be inclusive of seat upgrades, meal preferences and choice of entertainment. For repeat user, these preferences should automatically be auto-recognized, linking them directly to the user’s airline membership and loyalty programs, earning points as you go.

Cancellation and rescheduling trips are often last-minute decisions that give rise to a fair amount of anxiety. Once a booking is done, they should appear upfront on the ticket interface as prominent buttons. (Image 07)

The cancellation should offer immediate clarity on implications such as the refund amount/policy. The rescheduling journeys need to intuitively recognize rescheduling from a normal booking and produce smart results instead of querying the user for previously stated information like destination, passenger info etc.

Relevant weather updates

Most often the weather within a country varies – it might be dry on the west coast and pouring on the east. Rather than just displaying temperatures, a thoughtful reminder to carry an umbrella would go a long way.

Image 07 — With seats, meal preferences and weather updates, check-in is only a tap away

Mobile boarding passes

While some airlines have adopted digital boarding passes, many have not. It’s time we replaced the printed tickets with a digital one. Besides being eco-friendly, this feature creates a seamless journey especially for the business traveller who is always in a rush. (Image 08)

Image 08 — Mobile boarding pass, clubbed with relevant features like cab bookings and rescheduling

A notification strategy built on the pillars of time and relevancy

The core of an effective notification-strategy is based on time and relevancy. Notifying the users about an event that had or will have a direct impact on their lives.

Over-enthusiasm in firing out generalised notifications can antagonize users. The notification triggers have to based on personal actions of a specific user’s micro-actions that are developed over time through intelligent learnings of the macro behavioural pattern.

A notification strategy for a traveller should able to pre-empt a future situation, avoid anxiety, be sympathetic through an honest tone of voice and most importantly do not generalize the moment through irrelevant offers and suggestions.

Boarding reminders and gate change notifications

Today most airports are going silent, minimizing boarding and flight announcements. While this seems like a boon, for the sleepyheads it could spell disaster. I know of quite a few tired folks who have slept off in the terminal, missing their flights.

Often times, boarding gates are changed at the last moment. Then sprinting across a large airport with your hand baggage needs a certain sense of humor. A timely mobile notification of a gate change will have travelers board on time, especially the elderly. (Image 09)

Image 09 – Boarding or gate change notifications

Baggage tracking notifications lead to peace of mind

Even though this may be your hundred and tenth flight, your baggage is always on your mind. Has it been loaded on the same flight? Will get lost in transit?

A thoughtful system can be designed that monitors baggage loading. It can send out a gentle notification keeping travelers informed about their baggage status, helping them have a relaxed flight. (Image 10)

Image 10 – Bags loaded. All is safe!

Carousel notifications

Once travelers land, a notification should be triggered informing passengers of the carousel location of their bags. In spite of all good intentions if baggage does get misplaced, a quick call to action to flag the lost baggage should be instantly available. This will provide some comfort by sparing the unnecessary anxiety of a runaround. (Image 11)

Image 11 – Carousel notification and lost bags

Getting your ride home

All’s well that ends well! The last leg of the journey is about getting your ride home. An integrated transport booking & tracking system built into the app will let users plan and pre-book their travel at their end destination. (Image 12)

Image 12 – Out of the airport and into a cab. An end to end travel experience

A notification on your Air Miles.

Every time I fly I wonder if my air miles would get auto-credited to my account. Sometimes I ask the lady at the counter and with a smile, she tells me “This time, it has.” Too lazy to keep a tab of the many past times, I let it slip of my mind.

A timely confirmation of air-miles updates works as a great way to proactively acknowledge a customer’s patronage, rather than just a generic notification — “Thank you for flying with us.” (Image 13)

Image13 – Proactively addressing a customer’s patronage

In my view, loyalty programs should be based on the fundamentals of micro-patronizing and smart redemption. Repeated usage of any part of a service offering should be rewarded seamlessly, and should not be limited to only big-ticket items or purchases. In this case, Airmiles — flying should not be the only opportunity for rewards, the program should extend to measurable acts done within the airport, early check-ins, pre-booking of meals, the overall good behavior of a guest could be a reason to reward and appreciated. Just like Uber rates its guest, letting them know that being polite matters.

Redemption programs should be smart and meaningful. Rather than the users having to keep a tab on their point score or waiting until they are about to expire, redemption deals should be intelligently invoked when the opportunity arises.

For example, when you have earned enough number of points an auto upgrade to business class or a seat of your choice can be an automatic prompt. In an intelligent eco-system, users do not need to figure out how and when to redeem points.

Remember, a reward program is only as good as its redemption. The ultimate goal here is to genuinely appreciate loyalty and encourage healthy usage.

Summary

To summarize, in the above image, I have broadly listed down the features that would help make a traveler’s journey comfortable. Some of them are basic hygiene features, things I would personally like to have. Though some of the features may seem simple, there is always much more to simplicity than what meets the eye. Finally, through quality and consistency, an airline reflects its true personality.

Disclaimer: All logos shown here belong to the respective brands and used in mock ups for illustrative purpose only.

Mobile Technologies Travel, Tourism & Leisure

10 advanced technologies that are enhancing the flying experience [+5 ways to digitally transform Airport Facilities Management]

Nov 8,2017 / By Surabhi Ghosh Chatterjee / No Comments

When the first commercial flight took off over a century ago, carrying 1200 passengers in a short span of 4 months, little did we know that the airline industry is going to change the way people travel forever. Back then, it was a mode of travel only for the elite; the first air ticket ever sold was purchased for $400 (a sum that would be equal to $10,000 today). Today, air travel has become accessible to most and carries a humungous 3.7 billion passengers per year. The airline industry has not just seen an avalanche of passengers but also an immense shift in the way it operates, thanks to the new and exciting technologies impacting the airline landscape.

The industry was firmly on cruise control when suddenly it crash landed in 2020. As the COVID-19 pandemic took over the world, one of the major industry to get hit severely was the aviation industry. The profits for airline carriers were at all time low and many private carriers shutting shop due to heavy losses. The total cumulative losses for aviation industry between the period of 2020-2022 is estimated to be $201 Bn.

But thanks to the ever-changing dynamics of the industry owing to the technological revolution and the ever-evolving nature of consumer behavior, the airline industry has managed to recover well from the unforeseen challenges and is on a trajectory to regain its earlier status. There are however still prevalent challenges pre-pandemic that have become major concerns for all airline organizations.

Some of the challenges that the airline industry has continuously been facing even in the pre-pandemic era are:

#1 Operational efficiency

#2 Declining workforce

#3 Increasing CX while maintaining operational costs

#4 Increasing fuel prices

#5 Maintaining quality service in wake of high customer demands

#6 Volatility in certain geo markets

In our article: How technology is giving flight to customer experiences in the airline industry, we detailed the way some challenges mentioned above impact the airline industry and how technology is helping them address these. We have also pitched for a new pricing model – Right Price Model, for airline business which tackles the important CX initiatives while maintaining operational costs.

Taking the discussion further, in this article we will look at the emerging technologies which are digitally transforming the airline industry and paving the way for the future of a digitally transformed and customer-centric airline industry.

1. Blockchain Technology

A blockchain is a distributed database that maintains a shared list of data or records.

Blockchain technology started out as one of the revolutionary solutions in financial sector. But the recent years have shown that this technology has many uses across multiple industries, including airlines.

The operation of the airline industry has a lot of moving parts and requires data sharing at multiple touchpoints from booking to arrival and even after that amongst multiple players including airlines, online travel portals, airports, immigration so on and so forth. Any leakage of the data through the entire cycle has the potential to not only diminish user experience and affect revenue but jeopardize passenger safety and security as well.

Benefits of blockchain technology in airline industry:

Identity Management & Record Keeping – Blockchain technology enables a hassle-free remote identity management system for airlines as compared to the laborious current biometric system. It can also help in safely keeping records of critical information such as passenger details, baggage onboarding, flight path, tracking down a lost entity, etc.

Cross Integrations for Seamless Travel Experience – Blockchain technology can help airlines turn the miles offered to the flyers into a more valuable asset that customers can use beyond the flying. It can integrate with other aspects of travel industry like ticketing, loyalty programs and non-airline logistical industries like transportation and hotels to create a unified seamless experience for travelers.

Building a robust data security system – With so many passenger records to maintain it is an uphill task for the airlines to manage and maintain the sanity and privacy of this data. Blockchain technology with a security wrapper can help in creating a unique and secure way of sharing and managing this information through the use of authorized access requirements.

Airline maintenance – Airlines have to deal with a humungous amount of data including cumbersome databases and sometimes manual binders when it comes to keeping a log of maintenance records. Blockchain can help the industry to ensure that these records are virtually recorded. Ensuring that all information regarding the procurement of the parts of the aircraft, the maintenance history, the person who has handled the maintenance, modifications that were done, etc. are recorded in real-time, virtually, and is accessible to relevant people when the records need to be accessed. All these details available at the right time without the chances of any error can improve the practice of maintenance, security, and safety to new levels.

Examples of blockchain technology uses in the airline industry:

– Air France deployed blockchain technologies to create a COVID-19 test verification system via a mobile app during the pandemic.

– British Airways and Zamna are working towards facial recognition features using blockchain.

– Etihad Airways partnered with Winding Tree for their blockchain travel platform.

– Singapore Airlines uses blockchain technology for their frequent flyer loyalty program using KrisPay. It also offers promotions to customers along with the program.

2. Augmented Reality and Virtual Reality

Industries like retail, healthcare, etc. are seeing a lot of uses of the AR/VR revolution. The airline industry is also following suit. Right now one of the most obvious applications of these technologies can be expected to be seen in the airport arena. AI can not only lessen the burden on human resource but increase satisfaction when used for customer service in airports.

Examples of AR/VR uses by some airports to delight their customers:

– The Gatwick airport uses AR to help passengers navigate the complex layout of the airport, and London City Airport has installed AR tech to help air traffic controllers with the vital job of keeping planes safe.

Image source: VRfocus.com

Image source: Guardian.com

– Vodka brand Grey Goose created a multi-sensorial interactive AR experience at Heathrow Airport to engage with customers. As part of this experience, the customers can unveil three new flavors of the brand with simple hand gestures.

– Istanbul Airport created a virtual character called CiGA through AR technology that’ll accompany passengers around retail stores. The character presents special offers from participating retailers and directs them within iGA Istanbul Airport International Arrivals Bosphorus area.

– Another example of AR technology enhancing the airport experience is San Jose International Airport partnering with the Google Tango team for a trial of augmented reality technology in wayfinding, through airport retail promotions and even AR billboards displaying destination information.

According to Jonathan Vaden, lead of the project “Once augmented reality technology becomes ubiquitous, we will see many new and creative ways in which airports around the world begin taking advantage of its capabilities.’’

– Airlines are also starting to use AR/VR technology to create delightful customer experiences for their customers. Qantas is one such airline that has launched a VR app that provides its passengers with immersive, engaging, and experiential videos of the beautiful Australian destinations.

– Together, American and Microsoft are applying the power of AI, machine learning and data analytics to reduce the taxi time for flights, giving connecting customers extra time to make their next flight while also saving thousands of gallons of jet fuel and decreasing CO2 emissions for the American Airlines fleet. Built on Azure, American’s intelligent gating program provides real-time analysis of data points, including routing and runway information to automatically assign the nearest available gate to arriving aircraft.

3. Artificial Intelligence

AI is gaining traction in present times and becoming more and more equipped to understand human interactions. Many industries are using it to upgrade customer experience at every touchpoint. From chatbots to voice-based AI tools there are umpteen use cases of AI being utilized.

AI integrated with machine learning, and predictive analytics can help immensely in providing a connected and customized experience to the flyers. Further, AI also has the potential to ease out various operational processes of airlines like revenue management, managing ticket pricing, etc. A lot of forward-thinking airlines understand the impact AI can have in multiple areas of the industry and are already investing in the same.

Examples of AI technology uses in the airline industry:

– Shenzhen airport in China uses AI for AI airbridge allocation as well as for AI turnaround times. Another application of AI in airports can be found in autonomous airside operations.

– UK-based EasyJet uses AI predictive analysis to make sense of all the available customer data and use these insights to create offers and services personalized for individual travelers. The airline also has a recognition tool that reads passports and fills out all the information for flyers—easing the data entry and data management tasks more manageable.

– Air France implemented the specialized AI platform called Sky Breath that collects data from the flight, performs in-depth analytics, and helps identify fuel-saving opportunities and increase efficiency.

– Delta Airlines installed four self-service kiosks at the St. Paul International Airport that used facial recognition technology to verify customer identity by matching customer faces to their passport photos.

4. Beacons technology

Beacon technology has seen a lot of success when it comes to retail. Given the fact that GPS or Global Positioning System is dependent on the low ranging indoor satellite signals, there is a huge potential for the airline industry to use Beacons in making navigation easy for travelers between different terminals at the airport. Further, Beacons can help airports and vendors at the airport premises to know where passengers are and then send them personalized and relevant information accordingly. These updates can be about boarding gate number, baggage carousel, flight status, or also about the shops and eateries around the customer.

Examples of Beacons technology uses in the airline industry:

– MIAMI International airport is already leveraging Beacons on its premises to create a personalized experience for travelers. The app provides information about the entire airport as travelers navigate through various places on the premises. Further, they are also updated with relevant information depending on their individual journey, e.g. gate numbers, flight updates, baggage collection details, etc. Additionally, with the ‘blue-dot’ functionality, map rotation, turn-by-turn directions, ‘walk times’, and a ‘near me’ feature, they allow passengers to quickly locate virtually anything inside the airport.

– Central America’s one of the largest regional commercial operators, Aeromexico Connect, are trialing Beacon platform for key maintenance bases for a few months. The beacon will be assisting all maintenance operations and accelerate an aircraft’s return-to-service time. Further, it will integrate the platform into the airline’s stations to include their on-call maintenance providers as well.

Image source: Internationalairportreview.com

5. Robotics

When we talk about use of robotics in aviation, we normally refer to manufacturing process of an airplane. As you know robotics help in various tasks during manufacturing such as drilling and fastening, welding, sealing and dispensing, inspection, rigid manufacturing, and transportation of parts.

However, the airline industry has also been using robotics in assisting various manual tasks at the airports. These include baggage handling, car parking, assisting with passenger check-in, temperature testing, or security, etc. Now, the implementation of robotics has gone beyond previous mentions as a customer-facing technology at airport terminals.

Examples of usage of robotics in aviation:

– The introduction of KLM’s socially aware ‘Spencer Robot’ in 2016 created a lot of buzz. This robot has been equipped with the capability to deal with social situations between people and can ‘see’ and analyze people nearby with his sensors. Spencer can also distinguish between individuals, families, and larger groups, and also learns about and then complies with social rules, ultimately acting in a human-friendly way.

– Airports like Glasgow Airport and airlines like Japan Airlines, EVA Air, etc. use robots as customer-service agents.

Image source: Futuretravelexperience.com

– Kansai Airport in Japan has deployed two security robots since 25 October 2021. These robots autonomously navigate and patrol routes, use a laser sensor to identify their locations and capture images with built-in cameras. They are programmed to stop and stand guard at their designated positions once their other tasks are finished.

– The robot named Pepper, launched by EVA Air, scans boarding passes to provide departure details, gives passengers weather updates for their destination, and informs them of duty-free special offers and airline promotions. Pepper can also play games, shake hands, dance, and pose for photos with travelers.

Image source – Futuretravelexperience.com

6. Biometrics

Biometrics is not new to aviation. All the major and minor airports started implementing it since 9/11 to improve their security details. But over the years it has found use in improving passenger experience as well by improving the time and speed of check-in and other operations.

Adopting Biometrics Technology at airlines and airport touchpoints is an attempt by the industry to add value to customers by delivering a delightful experience. For e.g. Delta Airlines launched the world’s first self-service biometric-enabled baggage drop to “free up more Delta people” to deal with customers.

The advantage of using biometrics at bag drop is two-fold: it helps in saving time for passengers and creating a visual record of the actual passenger dropping the bag – not just someone who might have picked up the suitcase owner’s boarding card.

Some examples of Biometric technology use in airports:

– Fraport in conjunction with Zwipe have agreed to trial their biometric solutions to boost security at Franfurt airport. The biometric data will not be stored in any centralized location which decreases the chance of a large security leak. Also, the use of contactless solutions decreases the chance of any spreading of germs or viruses in wake of the pandemic.

– Miami International Airport and US Customs and Border Protection (CBP) started rolling out biometric technology with a few airlines back in 2019. MIA is now seeking a huge biometric push by 2023 that will serve multiple purposes. Quoting Ralph Cutié, MIA Director and CEO here:

“We look forward to elevating our passenger experience with this state-of-the-art boarding solution. MIA is now the busiest U.S. airport for international travel and continues to set new records each month for passenger growth. Biometric boarding is one of the major steps we are taking to pave the way for additional growth in the years to come.”

Some of the critical locations where biometrics can be used are

Check-in
Bag-drop
Security screening
Duty free
Airline lounge
Border control
Self-service boarding gate
Destination immigration

Wearable technology

The wearable devices market was valued at $14.6 billion in 2019 and is expected to reach $85.6 billion by 2027, growing at a CAGR of 24.8%.

Initially designed to supplement the healthcare and fitness industry, wearables have found usage across other industries like retail, banking, and insurance to manufacturing and travel as well.

Airlines have started to use wearable technology in various ways to do more than improve customer experience on flights.

Some of the examples of airlines using wearable technology are:

– Hamad International Airport (HIA) has implemented the use of robotics and advanced thermal helmets in the post COVID-19 era as part of new measures being taken.

The Smart Screening Helmet is a wearable intelligent helmet, which is portable, safe and effective, and enables contactless temperature measurement.

– Japan Airlines use Microsoft’s HoloLens for training its new crew members and engineers. Using HoloLens, the mechanics can be trained in engine mechanics akin to the experience they will have working on an actual plane.
Microsoft has also demonstrated earlier that HoloLens can help in designing airport terminals by providing designers with imagery of the new terminals even before starting the construction.

– EasyJet and British Airways are among the airlines that have created apps for the Apple Watch, enabling passengers to store boarding passes and receive real-time updates on their wrists.

EasyJet has also introduced wearable uniforms for its crew and ground staff. The suit is fitted with hems and LEDs on the shoulders and can provide visual guidance to passengers. It is also equipped with built-in microphones to enable direct communication with passengers. Additionally, the uniform also has a LED-based scrolling ticker, on the lapel jacket, which displays basic information such as the number of the flight, the flight destinations, and lighting guidance in case of emergencies.

– Another, example of wearable devices being used to improve flight experience is the SkyZen app launched by The International Air Transport Association. The app is connected to the Jawbone fitness wristband and enables flyers to view their activity and sleep patterns throughout the flight and creates personalized insights based on their sleep and activity patterns.

8. Internet of Things

The objective of industries adopting IoT is to create a seamless and integrated ecosystem connecting organizational functions with the end consumers. The airline industry plunged into the IoT revolution with the same agenda – building a seamless and integrated ecosystem integrating the organizational functions to increase efficiencies and provide a seamless experience to their customers.

According to the FTE:

‘’Over the course of the next decade, it is likely that all “things” onboard will be connected and the health of everything, from engine performance to the IFE system, will be monitored in real-time. Sensors will automatically detect and report faults to maintenance teams on the ground, removing the need for the crew to manually report faults. Moreover, the addition of sensors to aircraft seats will enable the crew to monitor individual passenger health and wellbeing, and to proactively respond to their needs.’’

Examples of IoT in aviation industry:

– Virgin Airlines have implemented IoT in its Boeing 787. Every single element on the plane is attached to a wireless airplane network, providing real-time IoT data on elements like performance, maintenance, etc.

The airline is using the deluge of data that it is collecting through these flights to improve the efficiency of the aircraft and also be proactive. For example, a jet engine that is performing poorly mid-flight is relaying that information to ground staff throughout its journey, and when the plane lands, airport engineers can then be ready to look into the issue.

– Another example of the implementation of IoT by airlines is EasyJet’s Mobile Host at London’s Gatwick Airport. In this pilot, travelers’ flight details are combined with the live data from the airport’s Google indoor maps. This allows the airline to deliver updated check-in reminders, gate updates, and even personalized directions.

Though the implementation of a 360-degree implementation of IoT systems by airlines still has a long way to go, the process has definitely started on the right note.

9. Big Data

In a digitally connected universe, consumers leave their digital footprints at every touchpoint. Airlines can drive valuable insights by analyzing this data to create delightful experiences for travelers. E.g. Airlines can use this data to understand customer preferences in real-time based on data of their purchase history, travel itineraries, etc., and provide them with customized offers.

Some examples of Big data usage in aviation industry:

– United Airlines uses a smart ‘’collect, detect, act’’ system to analyze around 150 variables in the customer profile including their previous purchases, preferences, etc., and provide tailor-made offers to them. United Airlines has seen a YoY revenue increase of 15% after the implementation of this system.

Further, this data can also help in increasing operational efficiencies through predictive analytics. Predictive analytics can pre-empt any delays that might happen due to the weather forecast and in turn, inform the airline staff about it to keep their customers updated. Further, during any flight, a huge amount of data is generated with regards to pilot reports, incident reports, control positions, warning reports, etc. This data can be used in improving flight efficiency and safety.

– Southwest Airlines has partnered with NASA to indicate potential safety issues. By using machine-learning algorithms, they have built an automated system capable of crunching vast data sets to warn about anomalies and prevent potential accidents.

10. Mobile solutions

Today, smartphones have become an integral part of people’s life. With people spending a huge amount of time interacting with their devices, it has become increasingly important for industries to connect with their customers through the mobile platform.

Airlines have started venturing into the world of mobile solutions and are using this platform to connect with their customers throughout the passenger journey starting from booking a flight to deplaning it.

Examples of mobile solutions implementation in aviation:

– Delta Airlines recently started providing their passengers virtual boarding passes 24 hours before their journey through their mobile app, easing out the check-in process for their passengers.

Airlines not just are using mobile apps to make the entire process of booking flights, check-ins, etc. easier for travelers, they are also using apps in innovative ways to provide awesome in-flight experiences to the customers.
In our article, we take a detailed look at how Airlines are using the mobile platform to create delightful customer experiences.

5 ways how technology solutions can transform your Airport Facility Management ready for any pandemic level contingency

#1 IoT connectivity across user touchpoints

IoT enables the integration of data, systems, IoT connected tools, and mobile devices to create a unified platform to operate on. It detects data patterns left behind by customers and then translate the data into actionable insights. The insights act as recommendations and help detect problems before they occur.

IoT can be applied across various touchpoints of passenger journey from parking and departure to arrival and baggage claim.

Airport restrooms are using IoT equipped flush and urinal valves, faucet alerts for leaks and clogs, water usage monitoring and vacancy indicator lights – all these aid combine together to provide a streamlined experience for travelers.

Other aspects of airport operations, like retail revenue, luggage tracking and efficient terminal navigation can all be enhanced by IoT software.

#2 Touchless facility offerings

The coronavirus pandemic has been one such unprecedented event which forever changed our perception towards cleanliness and hygiene. The multitude of passengers coming and going from airports make them a prime hub for bacteria and pathogen transmission. Hence, the impetus is on airports to provide a touchless service across the whole journey of any passenger. According to Airport Council International, 89% of airports plan to implement touchless check-in self-service initiatives by 2023.

Major airports have already implemented touchless equipment upgrades across their facilities for both passengers and their employees. These equipment laced with features like biometric facial recognition and thermal scanning operations are making the airways a much safer way to travel.

#3 Smart restrooms across the entire arena

Restroom experience play a major role than anticipated in customer satisfaction when it comes to airports. Restrooms also act as an ideal place to gather real time data around restroom cleanliness and overall experience. Feedback devices placed around restrooms can notify facility management regarding immediate action required and save untimely cleanliness issues.

Devices and apps like autonomous floor scrubbers, attendant communication apps and automatic mobile alerts for faulty equipment help in providing a cleaner restroom experience. Also, some smart restroom apps can direct crew members to specific gates and times to respond to a specific day’s air traffic.

#4 Intelligent platform for airport operations

Airports can combine cutting edge technologies like AI, beacons, and mobile devices to optimize and streamline passenger experience.

Beacon technology can be used to help deliver real-time results like work order statuses, team member locations, audit results and other operational data. AI combined with beacons can provide real-time proximity data to mobile apps and drive airport cleaning efficiency, automatically dispatching the nearest team member to support emergent work orders.

Adopting up to date innovations and big data creates opportunities for airports to elevate passenger experience while optimizing operational efficiency, cost savings and resource management.

#5 Centralized control center

The fast transmission of coronavirus across international borders through air passengers have showed the importance of having a centralized data point and information center. Airports now find a routinely collected information about arrivals, departures and passenger counts more important than ever.

Airports can build a centralized dashboard and control center to have a single data source collected in one place to help airport teams make informed, long term, less reactive decisions. It can also help in having ultra-efficient labor management, data driven metrics to determine the macro effects of facility services and integrated predictive analytics. Also, a centralized data center can assist in proactive trend identification like passenger forecasts and seasonal peak models. These in turn help build proactively predictive models in case of potential surge.

In conclusion:

The course of travel industry was changed when Wright Brothers introduced the world to the flying machine. Today a century later the airline industry has grown by leaps and bound. Digital technologies are changing the landscape of every industry and the digital revolution in the airline industry has just begun. In times to come the airline travel experiences are set to become more personalized, valuable and memorable for the flyers.

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