Virtual Queuing and the Future — and Present — of the Airport Customer Experience
As airport operations have evolved over the decades, so has airports’ commitment to improving the customer experience. From the introduction of moving sidewalks way back when to the more recent development of airport-wide Wi-Fi, technology has made life easier for travelers — and more efficient for airports and the airlines operating within.
Virtual queuing technology offers a next-level advancement in improving the customer experience. And perhaps no experience in the airport is more dreaded than the security checkpoint. Solving long waits and annoying bottlenecks at checkpoints might be the holy grail of optimizing the traveler’s journey to their flight. Digital queue management is getting closer to making that solution a reality.
Imagine this scenario: Passengers arrive at the airport having already reserved a time to go through security instead of waiting in the queue. Or they enter a virtual queue after checking their luggage and then can get a bite to eat, visit terminal shops located before the checkpoint, take their time saying goodbye to loved ones, or anything else instead of getting in line and hoping it goes fast. These passengers would then get an alert on their phones to come to the checkpoint.
This dream scenario isn’t as far-fetched as it may sound. Wait times could become much more manageable — if not eliminated — and though the actual security screening may still be annoying to some passengers, it’s not being preceded by a tedious trip through a long queue.
A virtual security checkpoint queue is still some years away, but today, the technology is already making an impact at airports with two distinct use cases.
Virtual Queuing and the Customer Service Counter
If the security checkpoint is the worst waiting experience for travelers, the wait at airlines’ customer service counters might be a close second. Passengers who have missed their connections, are facing long delays and canceled flights, or have had their travel plans otherwise upended are likely already a bit frazzled. The sight of a long customer service line adds to their stress.
Virtual queuing is now offering a way to eliminate this stress for travelers, create efficiency for customer service agents, and benefit airline operations. The process works as follows:
● Travelers who need help from a customer service agent can scan a QR code to enter the virtual queue, or they can scan their boarding pass or itinerary and/or enter information into a kiosk.
● Now in the system, travelers receive updates on their estimated wait time, then an alert when they should start heading back to the customer service counter.
● The system, either automatically or at the behest of a customer service agent, can ask the traveler for more information.
● The system can also be configured to trigger certain actions based on a traveler’s wait times, the status of their flight, or any other factor that characterizes why the person needs help. For example, if the expected wait time looks like it will be long, a traveler can be sent a voucher code to use the airline lounge for free or at a discount.
● When the traveler’s turn arrives and they return to the customer service counter, the agent already has much of the information needed for a successful interaction. Moreover, the system might have already taken automated actions (e.g., checking available flights after a missed connection)
Obviously, this digital strategy benefits customers, who aren’t stuck in line waiting for service. Yes, travelers still must wait, but they can do so on their terms. They are free to sit at a restaurant, visit the restroom, cozy up somewhere and get some work done, or anything besides taking up space in a physical queue that seemingly moves at a snail’s pace.
Traveler benefits are huge, but there are even more advantages to be gained by virtual queuing.
Counter Efficiency
Part of the reason a customer service counter often seems slow is the agent needs time to gather all the traveler’s information. With virtual queuing, that info is already assembled so that the agent can serve the customer quickly and effectively. Moreover, services such as rebooking and hotel reservations can start in the back office before the traveler’s turn even comes up.
Less Traffic
On rough travel days, the line of people waiting for service can stretch into the concourse, creating traffic problems and fraying everyone’s nerves. Digital queue management clears out the space, making it easier to maintain while not scaring off travelers.
Priority Queuing
Inevitably, some customers will need service faster than others based on their travel needs, flight schedules, frequent flyer status, and so on. Separating customers standing in a queue often is difficult and can create more stress (e.g., “Hey, I was here first; why are you helping that person before me?”). A virtual queuing system can prioritize certain customers based on certain configurable conditions, so travelers who need more immediate service receive it.
More Sales
The restaurants and shops in the airport lose business if potential customers are stuck in a line elsewhere. By not tethering travelers to the customer service counter — and encouraging them to make themselves as comfortable as possible while they wait for service and their next flight — vendors benefit from more customers who are more inclined to spend.
Virtual Queuing and the Badging Office
The second airport use case already taking advantage of virtual queuing is the badging office. Dozens if not hundreds of new and one-time contractors pass through this checkpoint daily, requiring vetting and credentialing. When bottlenecks occur, they can not only overwhelm the office but also impact airport processes as vendors and the facility’s own teams await the workers they need to operate effectively.
Moreover, a long line at the badging office isn’t great for the contractors stuck waiting. They might be less productive once they finally make it into the airport, which could end up being costly on a one-day job. And people just coming for a job interview might think this is what they can expect every day — even if they never go through the checkpoint again.
Virtual queuing streamlines the badging process from start to finish. Contractors scan a QR code to get a place in the queue, or maybe they are given the option to reserve a time before even arriving at the airport. Either way, they aren’t stuck waiting in a long line to be checked through. They can go back to their cars and wait, or they can wait outside rather than in a crowded badging office — or, if the expected time figures to be long, they can leave the airport and return later.
Once in the system and waiting, contractors can be sent questions to answer and reminders of what documents and information they need to provide once their turn comes up. This makes the actual interaction between the contractor and badging personnel more efficient. Furthermore, if the contractor doesn’t have something they need, they can run home to get it or leave the queue and not waste the badging office’s time and create undue stress for both parties.
With a better idea of how many people are waiting and the nature of their needs, badging offices can determine, in real time, the resources they need to devote to the rush of contractors. Over time, this data can inform long-term strategy and improve overall security and efficiency.
When the parts of an airport a traveler never sees work better, the benefits ultimately trickle down to the customer experience. With virtual queue technology helping travelers directly as well as with airport operations behind the scenes, customers’ time before and after their flights can become more manageable and less stressful. And that future is finally arriving, right on time.
Vice President of Sales Steve Covate leads Qtrac’s national sales team of software executives, technical sales engineers, and inside sales support in selling, configuring, servicing and maintaining virtual queuing solutions to leading organizations across the globe. Experienced in developing strategic sales plans that promote growth and customer retention, Covate has successfully led sales efforts in a variety of industries including retail, airline, construction, transportation, government, hospitality, banking, education, stadium and arena, healthcare, and entertainment.
