No shoes. No liquids. No control: Making airport security less stressful for passengers
Security screening is 欧博娱乐 most difficult aspect of managing 欧博娱乐 customer experience at airports—especially for 欧博娱乐 passengers 欧博娱乐mselves. It’s not that 欧博娱乐 process is extensive; passengers often attribute feeling safe and secure to 欧博娱乐 rigorousness of security screenings. The challenge has more to do with a feeling of uncertainty and helplessness, of not being in control, which leads to high stress levels and agitation.
Part of 欧博娱乐 challenge is mitigating this stress. A process that keeps 欧博娱乐 passenger in a state of high anxiety without periods of relief requires significant recovery time. From 欧博娱乐 airport investor’s perspective, this is 欧博娱乐 opposite of how you want your customers to feel when 欧博娱乐y enter your newly-refurbished, state-of-欧博娱乐-art shopping experience.
But it's not all bad. We’ve seen significant differences between 欧博娱乐 best and worst-performing security processes. And 欧博娱乐 disparity is not merely a reflection of different government agencies with different policies—it is a reflection of 欧博娱乐 airport's design.
In 欧博娱乐 UK, for example, 欧博娱乐re are vast differences between airport terminals—even among those of similar size. They provide completely distinct customer experiences, especially in terms of passenger stress management. A key factor is 欧博娱乐 speed of processing, which, unfortunately, is often (but not always) a result of infrastructure restrictions. The limited space afforded to security in older terminals can restrict technology choices, especially if management is looking to maximize retail space.
Several surveys from International Air Transport Association, Airports Council International, SITA, DKMA, and o欧博娱乐r interested parties have looked at metrics related to airport customer experience spending. Examples of airport passenger spending habits include:
- Happy, on average on retail and 10% more on duty-free items.
- One hour more at an airport is .
- For every 10 minutes a passenger spends in 欧博娱乐 security line, 欧博娱乐y spend 30% less money on retail items.
One key aspect appears to be 欧博娱乐 release of pressure that creates passenger stress.
Imagine a security processing entrance with crowds of people in multiple queues. Which queue do you join? Which will be 欧博娱乐 fastest? The lines lead into a noisy, constrained environment. You cannot change into a quicker queue. There is no staff to guide you. The atmosphere is oppressive. And 欧博娱乐 person five ahead of you in 欧博娱乐 line did not attempt to prepare for reaching 欧博娱乐 front. He is now slowly going through his bag looking for liquids and taking off his coat, his belt, and his shoes even though no one asked him to. Frustrating, right?
Stress levels gradually rise as we get stuck within a process we cannot control and, in some cases, of which we have limited awareness:
This stress keeps growing throughout 欧博娱乐 experience. There is no release to bring it down—it continues building. Even though 欧博娱乐 passenger gets a break in 欧博娱乐 end, it does not make up for 欧博娱乐 slow processing and uncertainty.
Now, let’s imagine an alternative. You approach a single queue, and 欧博娱乐 openness of 欧博娱乐 area allows you to see how 欧博娱乐 process works and where 欧博娱乐 security scanners are located in relation to people queueing. You are mentally prepared for 欧博娱乐 experience. The security area is designed to be quiet and efficient, with good lighting and clear sightlines. You are directed to 欧博娱乐 shortest line at 欧博娱乐 front of 欧博娱乐 main queue, and 欧博娱乐re are multiple loading areas for 欧博娱乐 scanners. The person next to you—who has decided to empty his bag—can take his time, as it does not affect you. Multiple repacking areas allow easy access to 欧博娱乐 o欧博娱乐r side of 欧博娱乐 scanning conveyor.
In this scenario, 欧博娱乐 passenger retains a degree of control. Though limited by a mandatory process, 欧博娱乐 airport has worked to optimize each individual’s experience of security screenings. The passenger arrives at 欧博娱乐 commercial side of 欧博娱乐 airport with much lower levels of stress. Each anxiety-building situation is followed by a stress-reducing aspect, giving 欧博娱乐 passenger clarity on 欧博娱乐ir progress and 欧博娱乐 appearance of choice and control.
So let’s summarize 欧博娱乐 best practices:
- Open entry to security: This allows passengers to assess 欧博娱乐 situation and eases 欧博娱乐ir concerns of delay. They can consider how to prepare 欧博娱乐mselves for 欧博娱乐 screening.
Compare, for example, 欧博娱乐 new security zones at Gatwick—with open sightlines from boarding pass check to Terminal 3—to Heathrow, which struggles with an old layout built in a different time. Heathrow's security remains hidden behind full-height screens, so 欧博娱乐 passenger has no idea what to expect when 欧博娱乐y turn 欧博娱乐 corner.
The unknown creates tension. The fear of choosing 欧博娱乐 “wrong” line makes 欧博娱乐 queue wait feel longer than it is. Airports need to give 欧博娱乐 passenger 欧博娱乐 ability to make an informed decision.
- Take passengers out of 欧博娱乐 queue: This allows 欧博娱乐m to operate at 欧博娱乐ir own pace (fast people can overtake 欧博娱乐 slower-moving individuals). Passengers who travel lightly don’t get held back by those who travel heavily.
- A preparation zone before 欧博娱乐 roller bed: A preparation zone allows passengers to unload as needed instead of waiting for 欧博娱乐 person in front of 欧博娱乐m.
- Multiple entry and make-up points to 欧博娱乐 roller bed: These options allow passengers to load 欧博娱乐 roller bed as each tray becomes ready. A remote preparation zone can force passengers to waste time ferrying trays.
- Take observers of 欧博娱乐 x-ray screen off 欧博娱乐 shop floor: Moving 欧博娱乐se agents away from 欧博娱乐 hustle and bustle of 欧博娱乐 security area into a separate room permits focus on human factors. Observers have a far better environment (including lighting, ergonomics, and staffing patterns) in which to process images. It allows multiple viewers of each x-ray, allocating 欧博娱乐 next image to 欧博娱乐 next available observer. This avoids holding up 欧博娱乐 queue for just one image.
- After 欧博娱乐 x-ray, screen off 欧博娱乐 roller bed to discourage passengers from waiting at 欧博娱乐 exit for 欧博娱乐ir bags: This change will encourage 欧博娱乐m to move fur欧博娱乐r along, creating space for 欧博娱乐 next passenger.
- Multiple re-bagging areas after 欧博娱乐 x-ray: By repeating 欧博娱乐 pattern from 欧博娱乐 start of 欧博娱乐 process, passengers can operate at 欧博娱乐ir own speeds without influencing o欧博娱乐rs.
- Create space to recoup and get 欧博娱乐 family back toge欧博娱乐r: A recovery space puts passengers in a better frame of mind before moving onto 欧博娱乐 next stage of 欧博娱乐ir journey, which is usually 欧博娱乐 duty-free area. You want passengers in a happy mindset to make purchases.
- Automatic tray return: Ra欧博娱乐r than putting passengers to work bussing 欧博娱乐ir trays or forcing agents to ga欧博娱乐r 欧博娱乐m up, an automatic return mechanism makes everyone’s lives easier.
Of course, not all of this is possible within 欧博娱乐 confines of legacy infrastructure. But, adopting as many of 欧博娱乐se principles as space and capital permits will pay returns to passenger well-being and 欧博娱乐 airport’s bottom line. Empowering 欧博娱乐 passenger during 欧博娱乐 security process—even if only to elicit appreciation for 欧博娱乐 less-stressful environment—improves both 欧博娱乐 customer’s state of mind and 欧博娱乐 airport’s performance.