Technology news

Airports around Europe have recently introduced new virtual technologies such as augmented reality, video-conferencing and holograms, which besides their novelty factor, aim to improve customer service at the airport.

Augmented reality
Copenhagen Airport’s latest version of its ‘CPH iPhone’ application features ‘augmented reality’ technology that can be used as a wayfinder inside the airport terminals. Augmented reality combines a camera, GPS and compass in a smartphone to enable the phone’s camera to recognize an object or place that a user is pointing to. Developed in cooperation with airline technology provicer SITA, Copenhagen Airport’s app lets users ‘scan’ the terminals with their iPhone camera and then shows their distance to shops, restaurants and gates and in which direction they are located.

Because GPS signals cannot penetrate concrete structures, it can’t be used to determine a location inside the terminal buildings, so instead the airport is using its finely meshed Wi-Fi infrastructure to provide positioning accurate down to a few metres.

Copenhagen Airport claims to be the first airport in the world to incorporate augmented reality in its iPhone application, and says it hopes to “make it even easier and more fun for passengers to find their way.” Says the airport’s Head of IT Christian Poulsen, “This is a first version of this new technology and we already have many ideas for further development. However, we are launching it now to get an indication from passengers of whether they agree with us that this could be one of the ways of improving wayfinding at the airport”. The ‘CPH iPhone app’ is available for free from the iTunes app store.

Video conferencing
Also aiming to improve passenger way-finding around the airport are Munich Airport’s new ‘InfoGates’. Passengers can use one of six InfoGates to get connected directly to a ‘real’ information service representative via videoconference for a live conversation on life-sized screens. According to Munich Airport the InfoGates will help passengers get their bearings more quickly and allow them to request individual directions in areas of the airport where there was previously no opportunity for face-to-face contact with airport staff.

Holograms
In the UK, airports such as London Luton, Manchester and Birmingham have recently introduced holograms of real-life customer service staff to help speed up security queues. The holograms are projected on life-size surfaces, modeled after real airport staff, and explain to departing passengers in the security zone how to prepare their luggage to go through security screenings and the restrictions on carrying liquids. The male and female announcers clearly show passengers how to put bottles in a transparent bag and how to take their laptops out of a bag, in the hope that passengers are more responsive to them than a sign. Although information boards at the airports already set out the security restrictions, passengers still regularly forget to remove liquids from their bags. For an impression of the virtual technology at work, see these videos of Manchester Airport and London Luton Airport. The technology is provided by UK company Tensator.

London Luton said it will measure the amount of time spent by passengers in the area to see how much the holograms are helping. If the technology is successful, the airport may develop holograms in other operational roles, such as guiding passengers and helping in retail areas.

Update 11 August 2011. London Luton says that since the introduction of the ‘virtual assistants’, the number of bags identified as being packed incorrectly has been reduced by 5 percent.

As part of its ‘Changi Experience’ program Singapore’s Changi Airport, one of the world’s most-awarded airports, is aiming for even higher service standards with the launch of several initiatives. New services include Care@Changi, which provides priority queue lanes at security checkpoints and taxi stands for expectant mothers, passengers with infants in arms and reduced mobility travellers, and iChangi, which making flight and airport information available via kiosks located around the terminals and a dedicated iPhone app.

The most eye-catching ‘customer-centric initiative’ the airport has launched, however, is an ‘instant-feedback system’, which is installed at selected check-in desks, immigration counters, retail stores, dining outlets and washrooms. Passengers can rate frontline service staff or the level of cleanliness on a five-point scale using interactive touchscreens. They can also indicate what they like or dislike.

For example, Changi Airport’s cleaning-service partner would be able to fix a problem within 15 minutes of receiving feedback, which is transmitted via personal digital assistants carried by cleaning supervisors. They would then dispatch a cleaner to perform tasks such as mopping a wet floor or replenishing toilet paper. For DFS duty-free stores and two restaurants in the airport’s Terminal 3, ratings and feedback can tell managers which employees are their top performers.

Changi is currently piloting the new service initiatives and aims to roll them out fully by the end of 2011. The airport says the ‘customer centric program’ is meant to provide a sense of shared responsibility among the diverse airport workforce, and to incentivise staff to do their best for customers. In their own words: “[We] believe that enhancing the Changi Experience requires the commitment of all 28,000 airport staff from the more than 200 organisations operating at the airport.” Added Lee Seow Hiang, CEO of Changi Airport Group: “We are proud of the Changi Experience, but do not take it for granted. It is a continuing journey for all of us at Changi Airport.”