My 2nd Home – INSIGHTS & HIDDEN OPPORTUNITIES

As a road warrior, will I ever shop at place like the SJC Airport or onboard?

Home away from Home

OCT 292 0 1 2

VIROOPAXMIRJI

2Customer Experience at Airports & in Planes

Question:Is there a

for the stores in SJC Airport?

3Customer Experience at Airports & in Planes

CUSTOMERS ENVIRONMENT PRODUCTS PERSONNEL OTHER OBSERVATIONS

Observation Lab Entities at the SJC Airport

4Customer Experience at Airports & in Planes

First things first: Who is the customer?

1. Road Warriors - always connected

2. Up-down business class3. Families with children4. Snow birds (East-West

transit)5. Unescorted below-age

travelers6. Event-based travelers (SF

Giants!)7. Handicapped passengers8. Celebrities9. Pets with owners10. Rare customers (don’t even know

how to buckle their seat belts!)

5Customer Experience at Airports & in Planes

For a road warrior, there is always stressObservation 1:

How would it be if Airport shopping areas and boarding areas were more comfy, enjoyable and perhaps even more productive during long waits?

SPACE MANAGEMENTcould allow for great Customer Experiences!

6Customer Experience at Airports & in Planes

Environment: Can people move around or wait or sit comfortably?

So Uncomfortable!

7Customer Experience at Airports & in Planes

Is this a better configuration?

From: Zurich Airport, Switzerland where I bought a lot of Swiss Chocolates

From: SJC, CA Airport Stores

8Customer Experience at Airports & in Planes

San Jose Airport Today

Terminal A: Gates 10-14

Hidden Opps here?

9Customer Experience at Airports & in Planes

San Jose Airport TodayNo Ad Displays here?

10Customer Experience at Airports & in Planes

Observation2: Is there lack of space or bad use of space at SJC? Couldn’t there have been stores/displays here?

11Customer Experience at Airports & in Planes

Observation 3: What if the security gates and entry points at SJC airport were similar to DFW or some of the other well-spaced airports? Could we have used the space for window-shopping?

SJC Layout : Long and not cyclic

DFW Layout : Circular & with trains or convenient movements

12Customer Experience at Airports & in Planes

What about luggage tagging and unloading areas?

Observation 4:

Can the luggage tagging & unloading/boarding areas be re-purposed?

How would it be if boarding areas, ramps and gangways had automated conveyors sponsored by local firms (while sending bags in and out at the gates). Can I look at something here?

13Customer Experience at Airports & in Planes

What conveniences are provided for motion-challenged passengers?

Observation 5:

I noticed that this lady could not enter the restrooms with her wheelchair

Could we enable larger entry points or easy access doors or some form of convenient movement around?

14Customer Experience at Airports & in Planes

PRODUCTS: Observation 6: No newspaper at the stands on regular week days; How can we leverage this for promotions?

15Customer Experience at Airports & in Planes

PRODUCTS Observation 7: How would it be if these paid seats were really used and that too for better productivity? $1/MB + ipod recharge/play + massage ?

16Customer Experience at Airports & in Planes

PRODUCTSObservation 8: Convenient Plug Points for all to utilize? Maybe more facilities at a premium for those who desperately need it

17Customer Experience at Airports & in Planes

Products: Observation 9: Any solutions for bag carriage for elders and physically challenged?

As more charges being applied for checking in bags, more passengers have to lug it around…. Can we make it easier for them? Thoughts?

18Customer Experience at Airports & in Planes

PRODUCTS: Observation 10: Onboard, What movies can I buy? Or rent?Where is the catalog – what I cannot see I don’t want to buy

Ques: How can I leverage this better?

19Customer Experience at Airports & in Planes

PRODUCTS: Observation 11: Onboard, How can I best utilize the space around? Rent the space on seat-facing me or serving tables?Can it have some cool interactive ‘surfaces’ for kids to play with at a premium ofcourse? Or can I plug-in and play back my iphone/smartphone on LCD?

20Customer Experience at Airports & in Planes

Personnel: Observation 12: Nothing beats a polite and attentive agent … Can they sell too ? Will it be pleasant?

21Customer Experience at Airports & in Planes

13. Can I order my meal or atleast choose my meal before I board the plane?

14. Is there a way by which shopping experience continues in-flight and as soon as I get off the plane (for eg. In Dallas DFW), I get my purchased wares?

15. Can I preview a virtual shopping experience for the intended destination?

Or

16. Can I atleast plan ahead or check-in ahead and socialize with local friends before I land … any premium/fremium services for that possible?

Other Observations

22Customer Experience at Airports & in Planes

Viroopax Mirji

@vpax

Thank You