Charlotte Douglas International Airport (CLT) – a Corporate Partner of the FTE Digital, Innovation & Startup Hub – has a strong focus on ensuring a seamless experience within the aviation ecosystem by keeping current with user experiences across the customer journey. In this interview, ahead of her participation at FTE Global – the ‘CES of Aviation’ taking place in Los Angeles on 28-30 October 2024 – Martha Edge, Innovation & Experience Director, shares CLT’s strategy to achieve effective CX differentiation and how the airport is utilising cutting-edge tech.
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Edge is speaking at FTE Global in a session titled ‘How can we achieve effective CX differentiation in the future with hard product at the airport and inflight now hitting a certain level of maturity, while also making end-to-end passenger experiences more seamless?’
“In an airport environment, identifying key areas where each stakeholder can make an impactful difference is the priority,” Edge explains. “From my perspective of working for an airport, whether it be the airport operator, federal partners, or air carriers, it is about understanding the current pain-points in the passenger journey and implementing concepts to turn the ‘pain’ into ‘pleasant experiences’ collectively. I also plan to discuss the importance of understanding what is occurring across the board to ensure airports and airlines are in lockstep of the customer experience offerings – understanding what’s expected, what makes the process seamless and what delights travellers.”
“Unique experiential elements that balance safety and security with entertainment and education”
The level of collaboration between airport work groups at CLT provides valuable knowledge of traveller expectations using many data sources. Having the likes of planning, design, construction, operations, customer experience and business intelligence working in the same space helps CLT identify areas of the airport campus that can be used to personalise and differentiate the experience. “With the collaboration, CLT team members have been able to identify unique experiential elements that balance safety and security with entertainment and education,” Edge shares. “Whether it be outside the box design elements, such as using refurbished airplane parts in areas where traditional millwork would be used, to the use of large-scale art installations providing surprise, delight, calming and de-stress feelings. The team is also keyed in on topics such as ‘what is tomorrow’s airport?’ and ‘how do we keep current with traveller needs?’ for example.”
Innovation projects that CLT is currently working on to further enhance the passenger experience include the layered approach of adding experiential elements, such as aircraft parts in place of traditional millwork. “There are also elements of surprise and delight involving the same materials which make a unique offering for selfies, wayfinding, or even to educate on the material make-up of an aircraft like the one they travel on,” says Edge. “Think of a ‘touch a plane’ type concept, where the traveller has a unique opportunity to physically touch the fuselage skin or stand under the vertical stabiliser and imagine how it contributes to lift.”
$4bn Destination CLT embracing innovation and an enhanced experience
Destination CLT represents a $4 billion capital investment in capacity enhancement projects that are embracing innovation and streamlining CX. The airport is providing an enhanced experience as travellers arrive at the terminal with more vehicle lanes leading to arrivals and departures, constructing mega security checkpoints equipped with the latest screening technology, and creating a seamless journey from curb to gate with additional pedestrian walkways in untouched spaces, using new underground and overhead walkways. “Destination CLT, which has many projects under its belt, has also introduced the use of smart technologies in construction,” Edge explains. “Electrochromic glass on new concourse extensions is a key example and the benefits of this smart tech spill over into not only traveller comfort, but also to benefits in facility maintenance.”
Robotics, Artificial Intelligence and the Internet of Things
Robotics, Artificial Intelligence (AI) and the Internet of Things (IoT) are the three key themes of the FTE Digital, Innovation & Startup Hub in 2024. CLT – a Corporate Partner of the FTE Digital, Innovation & Startup Hub – is exploring these technologies in different ways. “We are constantly researching methods where automation will benefit both the traveller and employee, with great consideration of privacy and civil liberties,” says Edge. “In areas of customer interaction, when we can introduce a chatbot or AI, much of the repetitive work can be handled quickly and deliver information accurately, while allowing the frontline teams to focus on the more advanced traveller needs. In CLT’s Business Intelligence division the use of AI tools for predictive analysis is an area of great interest. Being able to focus on the core business by understanding operational trends aids tremendously in ensuring we have the right resources in the right place at the right time.”
Robotics and IoT are also topics the CLT team discusses rather frequently. “Early in the pandemic this interest spiked when the industry was tasked with adjusting to new health standards where robotics might be a good fit,” Edge adds. “CLT did not jump on the robotic cleaning or food delivery trend, but we kept current with what was happening in the industry. For IoT at CLT my brain goes directly to functions that aid in the core business, everything from building automation to airfield/apron safety are components. Also, the ability to seamlessly provide travellers with tools in their hand contribute, whether it’s to book parking, check security wait times, or simply use a terminal navigation tool.”
Looking ahead, Edge is eager to participate in FTE Global – the ‘CES of Aviation’ – in Los Angeles in October. “I’m extremely grateful to have the opportunity to participate in FTE Global. This will be my third year attending and I’m tremendously appreciative for the opportunity to meet aviation peers from around the world, learn from them, share knowledge and build a network of like-minded professionals.”
Register for FTE Global 2024 >> Learn more about the FTE Digital, Innovation & Startup Hub >>
