How to Enhance Customer Experience in Airports with Location-Based Technology

Airport customer experience – also known as CX – has evolved to alleviate passenger frustrations in a variety of ways – all in hopes of reducing the hassles of air travel. The future of air travel, like that of any other industry, is dependent on providing a memorable airport experience. Emphasis is on raising the quality of the experience because there is a strong correlation between the quality of customer experience and customer loyalty. As a result, turning a blind eye to CX costs airports $1.4 billion annually.

In this blog, you’ll learn how to enhance customer experience in airports and succeed in improving the airline customer journey overall. But first, let us walk through the principles of the airport customer experience. 

We emphasize quality because there is a strong correlation between the quality of their experience and customer loyalty. As a result, turning a blind eye to CX costs airports $1.4 billion annually.

Defining the Airport Customer Experience 

At a time when airports are rated based on customer satisfaction (CSAT), all the focus is on improving user convenience and customer service in the airport. Why? If given the option, people will choose another airport if it better serves their needs. As a result, the majority of airport customer experiences revolve around creating a seamless wayfinding experience for everything from finding terminals, checking in luggage and navigating to duty-free shops. As a result, airports are careful not to make people’s journeys more stressful and instead strive to improve them by incorporating local flavours into touchpoints. All of this is done to give people a sense of place and to provide excellent customer service.

How to Improve Airline Customer Experiences – Why Is Wayfinding Important?

Navigating cultural differences and global languages in international airports can be a daunting task when it comes to airport wayfinding. Transiting passengers from other countries often need more support compared to locals. The overall goal is to minimize passenger inconvenience by enhancing access to various airport wayfinding options. This ensures passengers have clearer information regarding routes, distances and available services. Additionally, efficient airport wayfinding plays a vital role in both arrivals and departures. It helps guide passengers seamlessly from the public area to the airside and vice versa, without any unnecessary detours.

Airport Wayfinding Signage Benefits

The ultimate goal of wayfinding is to declutter decision points so both passengers and non-passengers can enjoy themselves in a complex airport environment. Well-planned airport wayfinding designs will reduce passenger anxiety by quickly orienting them to their surroundings.

The main challenge for operators is determining how to project information without making it cumbersome or causing misinterpretation. Airports currently use the following wayfinding to assist airport traffic in moving freely. 

Static signage that informs passengers of their current location and orientation about the environment. The wayfinding signs must allow people to follow the cues without being hindered by language barriers. As a result, it should ideally be a mix of colours, icons and text.

Wayfinding, by definition, fulfills accessibility concerns by displaying various services and destinations that are relevant to users without providing a detailed explanation. It is intended for people who use the facility when they are anxious and have little time to think about their options. As such, it should consider cultural backgrounds, linguistic taboos and euphemistic usage to ensure that the message is clear.

Airport Wayfinding Design Standards

Wayfinding design should feature clear sightlines, distinct paths and landmarks, as well as text information and the location of helpdesks. Points of interest are not only more visible but also easier to find with a well-marked wayfinding design. It makes recalling the information on it easier, which aids in quickly orienting with the landscape. 

6 Ways To Improve Airport Customer Experience Using Location Technology

1. Auto Wi-Fi Detection and Pairing

Having readily available internet connectivity is the only respite during the airport hustle. It allows air travellers to make quick calls, watch content and receive travel updates so they don’t feel cut off from civilization. Filling out request forms to access free Wi-Fi is an unnecessary hassle when they could be doing something more productive. When properly configured using location technology such as Mapsted’s geofencing capabilities, for example, passengers arriving at terminals would be sent a push notification reminding them of free Wi-Fi availability. Not only that, network pairing should also be a one-click function to eliminate the need for digital forms.

2. Instant Access to Terminal Wayfinding Information 

Of all things, travellers dread being asked where they want to be dropped off. Taking time to figure out the terminal is the recipe for all travel-related troubles. It’s too unwise to make guesses about departure plans when there is zero room for error. Most passengers are particularly worried about this. 

While it seems easier to stay one step ahead with timely planning, the reality is that most people find large airports bewildering and they rely on technology as a crutch, which often leads to panic when they try figuring things out on their own. Today, the proliferation of IoT location-based technology makes it necessary for smart airport applications that put passengers on the fastest path to reach their flight terminals. This includes airport wayfinding and interactive map design.

3. Geolocate Preferred Parking Spots To Shorten Detours

Some travellers prefer to drive themselves to the airport rather than being chauffeured. What awaits them is a never-ending struggle to find parking. Even if a spot exists, it may be a distance away from the terminal and they would need to cart their luggage over a distance and back upon their return. 

It’s not difficult to imagine how a connected airport app could solve this issue. Vacant spots can be updated in real time so airport users will know in advance where the closest parking spaces are to the terminal. Airport location technology such as Mapsted’s solution for airports can also allow travellers to mark their parking spot on a digital map for easy recall when they return post-travel. 

4. One-Click Operation for Lounge-Hunters

Travelling is stressful and once checked in most passengers just want to relax and enjoy a refreshing drink while waiting for their flight to board. Having an app that conveniently displays the nearest lounge and its available services would be highly valued by many. Mapsted’s searchable airport maps come to the rescue, helping travellers easily find their desired location and providing step-by-step directions. This creates a refreshing experience and allows them to have extra time to unwind, shop or explore the terminal stores.

5. Ad Serving Based on Location and Store Maps for a Convenient Shopping Experience

Nothing beats having an app to browse duty-free product catalogues and place pre-orders while on the go. Or imagine travellers being prompted to browse what airport shops have to offer when passing by a store and being led directly to the item they seek. To make things even easier, popup notifications can recommend products daily promotions. All these features add value and ease to the airport experience.

6. On-the-Go Entertainment and Assistance

Long layovers are extremely boring because there is nothing to do but stare awkwardly at the ceiling or airport architecture. While we don’t condemn those with an enthusiastic eye for artistic detail, it can be intimidating for many to do nothing. This is where the airport assistance app comes in. They keep your fingers and mind occupied, allowing you to multitask. It is extremely useful for passengers to receive navigational assistance to nearby points of interest. Such as recommending a waypoint to a popular restaurant while never letting you forget about your ETA and distance to the assigned gate.

Conclusion

A seamless airport customer journey is an important factor in creating greater passenger satisfaction and learning how to enhance customer experience in airports with location tech is an important part of your CX toolkit. Indoor positioning systems can make airports transform the way passengers move around inside in real time. It will be so convenient to save your parking spot, receive customized directions for your terminal, real-time boarding gate updates or suggestions on restaurants around the corner. These innovations reduce stress by generating chances for passengers to explore and enjoy the airport environment. Such personalized experiences build loyalty and passengers look forward to returning, which ultimately uplifts an airport’s reputation and revenue.

Eventually, there is no way out of altering the current customer service ideals in airports. One thing becomes clearer as expectations shift. Personalization is essential for staying on track with the growth line. Although airports, like all transportation sectors, have caught on to the change, there is still much untapped potential. Even simplifying wayfinding has positive effects on the CSAT. Location-based services are propelling the industry forward now in a variety of ways, such as recommending eateries, shopping zones and the quickest route to terminals during peak hours.

Thanks to location-based technology, ETAs for indoor spaces are far more reliable than GPS and they help operators monitor crowds in a local area and redirect travellers’ paths to avoid bottlenecks. Indoor positioning in airports is significantly simplifying lives and experiences and improving CSAT scores. To make sure your airport is part of this groundbreaking change, contact Mapsted today. If you enjoyed this blog, you will want to continue your discovery by reading our blog on How to Improve Airport Operations with Location Technology. Alternatively, clicking this video to Explore Mapsted’s Location Based Technology Solutions for Forward-Thinking Businesses.