Source: Delta Air Lines
- E.V.P. and Chief Customer Experience Officer Allison Ausband talks about the ways Delta is using digital innovation and infrastructure upgrades to make the airport journey as seamless, hands-free and “walking speed” for customers as possible.
There’s no doubt the past few years have been challenging for our people, our customers, our industry and the world. But the Delta team continues to lead the way in delivering an industry-leading customer experience and ensuring the future of travel is personalized, enjoyable and stress-free.
In January 2020, just before the COVID-19 pandemic brought everything to a standstill, Delta unveiled our vision for the future of travel at the Consumer Electronics Show in Las Vegas. We showed off PARALLEL REALITY™ technology for the first time and shared a look at what a truly seamless airport experience could look like in the years ahead. Even though some of those ideas were temporarily put on hold due to the challenges of the pandemic, our team never lost its focus on bringing this ambitious vision to life.
The airport is a central part of the customer experience – and we know navigating such busy facilities can often be overwhelming. Thanks to a series of continuous airport infrastructure investments paired with truly exciting efforts in digital innovation, customers are beginning to see this concept come to life through Digital ID, PARALLEL REALITY™ and other experiences. And this is only the beginning. We’re laser-focused on making our airports “walking speed” – allowing our customers to journey through the airport at their own pace, hands-and touch-free.
Already this year, we’ve opened new terminals at LAX and New York-LGA that were thoughtfully redesigned with the customer in mind. One of the coolest aspects of the new T3 terminal at LAX is a 250-foot LED digital backwall in the lobby which spans the entire length of the check-in and bag drop counters. (Fun fact: It’s wider than both the wingspan and the nose-to-tail length of Delta’s flagship aircraft, the Airbus A350!) Currently, the screen shows dynamic content such as real-time Delta Sky Club volume indicators and flight status information, wayfinding in both English and Spanish, and intuitive icons to help guide customers based on their travel needs. A quick glance at the backwall allows our customers to easily absorb information as they navigate the check-in lobby. And there is so much more this technology will allow us to do in the months and years ahead.
I was in Detroit recently, and a customer walked by in a panic asking, “Which way do I go?” And then he looked up and saw the PARALLEL REALITY™ screen with his own information and said, “Oh! It’s right here for me. To the right, that’s easy.” This technology is for everyone, not just the tech-savvy or the travel pros. It was incredibly cool to see it in action and watch how it’s already taking some stress out of the airport experience.
Imagine a world where every airport flight information screen has PARALLEL REALITY™ technology – there are endless possibilities, all of which will enable these experiences to become routine. It’s about communicating with our customers in the simplest and most easily accessible of ways. Walking-speed airports are truly within reach.
As humans, we all want to feel valued. That’s why personalizing the customer experience is a priority for us. It’s one more way for us to say you matter and thank you for flying with Delta. There is no better time to keep climbing – I hope you’ll keep climbing with us to see our vision become reality.