The Customer-Centric Airport

Redefining The Airport Customer Experience

Sabre Gets Personal: Profit From Proactive, Customer-Centric Systems

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If that sounds preposterous, you’re missing the hidden

benefits of proactive, customer-centric, responsive

journey management.

Perhaps passengers won’t celebrate long delays, but with the

right digital tools, airports can lessen the sting when things go

wrong. Instead of wasting time reacting to disruption, airlines

and airports can encourage passengers to enjoy something

they already look forward to: the variety of shopping, dining,

and entertainment available at today’s growing airport cities.

To Dwell Is Swell, To Queue... Not So Much

Airports already offer what passengers want most

and some things passengers don’t realize they want

until they see them.

A recent independent survey of frequent flyers, conducted

for lounge-membership company Priority Pass by Mass

Affluent, found that a majority of passengers look forward

to their time at the airport—once they get past the more

stressful parts of the journey.

Imagine the day when you say to flyers, “Congrats! Your flight is delayed!”

said they believe the airport is

enjoyable

53%

said they wouldget to the airport

earlier to take advantage of duty free and shopping

discounts

5656%

said they like shopping for

bargains

64%

said they would indulge in buying

luxury items, which they might not otherwise buy

35%

of frequent flyers believe lounge

access is “important” or

“very important”

59%

Frequent Flyers...

https://www.prioritypass.com/en/press/2016/airport-experience-global-research

But the biggest problem area this survey identified

for passengers is getting to the parts of the airport they

enjoy sooner.

As discussed in Sabre’s whitepaper on the Customer-Centric

Journey, passengers’ dwell time at airports is largely taken

up by the unpleasant activities of the journey, a whole 47%

of which is wasted with queuing, watching, waiting—and

growing increasingly grumpy. In fact, the time remaining for

passengers to spend on what they’d much rather be doing

at the airport (commercial dwell time) is only 21%.

That process is up-side down. While some front-end elements

of the journey cannot be eliminated entirely—for security

reasons—all of them can be trimmed.

Solutions like Sabre’s Mobile Concierge, bring the check-in

agent to the customer and speed passengers to departure

lounges. Security wait time notifications, more accurate and

expedient biometric identification for border clearance and

terminal security, and permanent bag tags to further expedite

the process at automatic bag drops can significantly reduce

queues and simplify the journey.

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THE CUSTOMER-CENTRIC AIRPORT

Technology

The Priority Pass sponsored survey found that passengers are

eager to use technology to speed up their check-in process.

• 24% of all travelers surveyed and 41% of frequent

business flyers reported using airport mobile apps

• 50% of European travelers believe that digital boarding

passes and e-tickets make the airport experience easier

The reason passengers prefer to use technology is that

journey management technology puts them in control. It

allows them to quickly resolve their needs, and customize

their choice of services and products, without having to resort

to call centers or airport staff.

It’s a liberating experience which replaces the stress of

feeling one in a crowd with the pleasure of being recognized

as an individual.

When they’re not distracted by the stresses of getting past

the check-in and security hurdles, and they are confident of

making it to their flight on time, these self-service focused

passengers feel free to help themselves to whatever the

airport has on offer.

Priority Pass makes a link in its study between these highly

mobile individuals and their shopping habits, saying they like

to “take advantage of offers, exclusive benefits and share

their travel experiences via social media.”

24%

41%

of all travelers use airport mobile apps

of frequent business flyers use airport mobile apps

of European travelers believe that digital boarding passes and e-tickets make the airport experience easier

50%

https://www.prioritypass.com/en/press/2016/airport-experience-global-research

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From Whine To Fine

Happy passengers may take time to share pictures of their

newly purchased designer handbags, their artistic takes on

terminal architecture, or quick snaps of delectable dishes,

but angry passengers share too—often more—and none

of it is fit for press.

Let’s face it: complaints happen. They are part of business.

But we shouldn’t make a business of them.

While all companies want to be responsive to dissatisfied

customers, focusing plans solely around a speedy response

to angry social media posts leads to energy drain, wasted

corporate resources, even a worsening consumer mood.

While as brand builders Social Media teams can be an asset,

as full-time crisis-managers they can strain the budget.

Some airlines have built a strong brand reputation empathizing

with the customer when troubles occur along the journey—

finding many ways to say I’m sorry.

Their swift response and effective resolution of customer

complaints is laudable—but it’s also largely avoidable.

Many common complaints could be eliminated entirely

through a proactive, customer-centric recovery plan for

the most common disruptions, offering in-time solutions

which let passengers take control of the situation.

For example, studies on customer interactions with airlines

have found that the most common terms on social media

include: “delayed, late, and cancelled.”

That’s no surprise. The airline industry confronts many factors

outside the control of stakeholders which lead to flight delays

and cancellations.

Who can ever vouch for the weather? Add to this strikes,

security delays, issues at connecting airports, the on-

time performance of airline partners, and other common

complications day-to-day.

Instead of reacting, airlines and airports can get ahead for

common problems, automating the process of re-booking

a flight after a cancellation; sending automated alerts to

customers which give them options for meals, hotels or

transport; sending notifications on the status of bags; and

empowering staff with tablet devices so they are free to get

out from behind the desk as Mobile Concierges ready to offer

passengers the right information as it’s needed.

With better automation comes less uncertainty and less

uncertainty leads to more positive experience and fewer

negative shares on social media.

THE CUSTOMER-CENTRIC AIRPORT

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Show What You Know

There is an element of predictability in disruption which

can be used for planning of a customer-centric journey

management system.

We may not be able to say which baggage car will miss the

connection for a particular flight—leaving passenger luggage

behind—but we know this can and will happen. The same

is true of weather delays, equipment repairs, an increasingly

congested airspace.

Responsive customer-centric systems don’t have to predict

the exact moment when these things happen, they only need

to be ready to deploy when disruptions occur—based on pre-

set “triggers,” requiring little or no human intervention.

A service recovery response, automated by “triggers” can

deliver an optimal service recovery solution across their

aircraft fleet, crew, and passengers quickly, with no impact to

revenue and operations.

The design of intelligent airport systems benefit stakeholders

equally—during good times and bad.

RFID (Radio Frequency IDentification) Tracking, Digital

Wayfinding, and Mobile Tracking/Proximity sensing can

help manage queues and help passengers find their way to

where they need to be faster, when seconds count. They can

encourage passengers to visit concessions when they have

time to spare. The positioning and flow data can help airports

and airlines better passenger flow and identify areas which

need improvement.

Biometric Identity management and Token-based

authentication can help tighten security while streamlining

the security process, and they are also welcome passenger

experience enhancements.

A recent independent survey by ExpertFlyer found that 79%

of those frequent flyers surveyed would be glad to give up

some level of personal privacy for the greater convenience of

security clearance with biometric technology.

Predictive Analytics, compiling real-time data and analyzing

trends of current and historical facts, can inform automation

of both standard and exceptional operations, helping

airlines and airports make more informed decisions

on resource deployment.

THE CUSTOMER-CENTRIC AIRPORT

Customers Want To Know Five Minutes Ago

A customer-centric journey management system

recognizes and addresses the number one irritant

for travelers: uncertainty.

In a 24/7 news, always connected, over-sharing world,

leaving customers alone in the journey makes brands

vulnerable. When passengers have nowhere else to go,

they turn to that global amplifier in the palm of their hands.

Dedicating more personnel resources to address customer

complaints is akin to continuously adding staff to emergency

rooms, and building new hospitals, because we lack basic

preventive medicine.

A holistic and customer-centric service recovery plan, with

well-timed notifications can grow as an airport’s passenger

traffic grows, and adapt as circumstances change, with no

additional strain on personnel resources or budgets.

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Mobile passengers are happy to self-serve their needs

during disruption, finding accommodation, using digital meal

vouchers, or rebooking on the web or through the airline app.

Customer-centric systems can also address concerns over

seats and baggage, make filing compensation claims simple,

and offer ancillary products which may help passengers

recover sooner.

Mobile Concierges, armed with the latest information in

the palm of their hands, can assist customers directly in the

terminal, without requiring customers to queue at desks.

Attractive Destinations

To become attractive destinations, airports have to keep

two sets of customers happy. That’s no easy job. But it also

doesn’t need to be complicated.

With automated recovery solutions, airlines can address their

needs intelligently, managing network integrity and profitability

while applying aircraft and crew restrictions with real-time

notifications.

Think of a proactive, customer-centric, journey management

as never having to say, “I’m sorry.” Instead, saying, “I’ve fixed

it for you,” builds a bridge over a potentially negative situation.

With a responsive system, customer data, and a proactive

service recovery plan in place, airlines can identify the

individual traveler’s profile and respond with products tailored

to that individual’s value score.

Proactive messaging—sent automatically to update

passenger on the recovery process with adequate apologies

for the inconvenience—can include automated compensation

based on that passenger’s value to the airline. For example:

meal vouchers, lounge passes, hotel arrangements, and

compensation miles, can all be tailored commensurate with

the individual’s value.

Automatic rebooking on the next available flight, including

bags and ancillaries, can be sent via push notification to

passengers’ devices—which would save those passengers

reaching out to airline staff for time-consuming alternate flight

plan queries.

Those customers who don’t want to accept automatic

rebooking can be encouraged to re-accommodate themselves

via mobile self-service options, according to the airline’s flight

schedule/availability for another time or another day.

For travelers, it’s all about information, individuality and control.

For airlines and airports, it’s about empowering the customer,

while greatly reducing the burden on customer-facing staff.

With smart design, proactive, responsive, customer-centric

systems can build the types of lasting customer memories

which make destinations positively irresistible.

THE CUSTOMER-CENTRIC AIRPORT

SOUTHLAKE, TX, USA — Worldwide headquarters for Sabre Sabre Travel Network Sabre Airline Solutions Sabre Hospitality Solutions Travelocity

Southlake, TX, USABuenos Aires, ARKrakow, PLBangalore, IN

THE AMERICAS

Southlake, TX, USABuenos Aires, AR

EMEA

Abu Dhabi, AEAmsterdam, NLAthens, GRBahrain, BHBarcelona, ESBrussels, BEHamburg, DEJohannesburg, ZAKraków, PLLondon, UK

Milan, ITMunich, DEParis, FRReykjavik, ISStockholm, SEVienna, ATWoking, UK

APAC

Bangalore, INBeijing, CNMumbai, INShanghai, CNSingapore, SG

HEADQUARTERS

GLOBAL OFFICES

GLOBAL DEVELOPMENT

About Sabre Airline Solutions

The Sabre Airline Solutions business offers a broad range of software and data

solutions to help airlines market themselves, sell products, serve customers and

operate more efficiently. It provides both airline reservations systems, and a full suite

of marketing and commercial planning software and enterprise operations solutions.

Its data-rich software helps airlines make smarter operational decisions, personalize

and retail their products to travelers.

Sabre Airline Solutions services approximately 225 airlines globally including network

carriers, hybrids and low cost carriers, primarily through Software as a Service (SaaS) and

hosted models, providing lower cost of ownership, flexibility and scalability as airlines grow.

The company also serves approximately 700 other customers including airports, cargo and

charter airlines, corporate fleets, governments and tourism boards.