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Interesting research on airport baggage wait times suggests a rethink for all of us. At the studied airport, analysis revealed the walk from the gate to the carousel was so efficiently planned that the wait once there seemed excessively long. By increasing the walk time without changing the baggage delivery time, complaints disappeared. It was the waiting not the total time involved that frustrated people.

Question:

What are the waiting points for your clients? How might you adjust the preceding service(s) to minimize angst at the pinch point? Think not so much about an express lane as about an express experience. How will you rethink the whole interaction for your client…not merely the speeding up individual component parts but about designing an overall elegant experience?

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