Social Media Marketing

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UNDERSTAND THE C
ONVERSATIONS T
HAT M
ATTER
passengers’ baggage is an important element of an enjoyable travel process
and the aim is to provide high standards of efficiency in this area on a con-
sistent basis. While the passenger reaches the baggage carrousel faster due
to the short walkways, a long wait for the baggage could be disappointing.
Upon arrival, it has been observed that passengers take about 6–10 minutes
to reach the baggage claim area. Hence, it has been determined that the ideal
time for baggage delivery should be between 7–10 minutes.”
Important in Anjana’s response is this: Each process is designed in the context
of the processes that surround it. Baggage delivery standards are not set in a vacuum
but rather in the context of precisely when the bags would be expected to be available
by the disembarking passenger. This would naturally be the point at which this person
first approaches the baggage carousel. For some arriving flights—for example, with
international flights where passengers must clear customs before retrieving bags—the
first bags are not placed onto the carousel until those passengers are likely to be head-
ing for the carousel. Recall the touchpoint diagram (Figure 5.4). There is no sense in
expending resources to have bags on the carousel before passengers get to it: That
incremental money and human effort can be better applied at some other passenger
touchpoint.
Finally, I got into the Operations issues. Designing a process that is supposed to
delight customers and actually delighting them are two different things. So, how does
the airport actually do it? Again, Anjana’s reply:
“A total of seven baggage carousels have been installed at Bengaluru In-
ternational Airport, three for domestic and two for international arrivals;
in addition, two carousels can be used for either domestic or international,
depending on the peak hour requirement. Also known as a ‘swing area,’ it
enables flexibility and maximizes utilization of available infrastructure. The
baggage delivery time is applicable to arriving passengers and is tracked on
a first bag–last bag basis. ‘First bag’ is defined as the time taken for the first
baggage to be placed on the baggage belt. The same goes for the last baggage
dropped on the conveyer belt and is defined as ‘last bag.’”
As with the maintenance of any customer experience, measurement is a key
aspect:
“In order to ensure prompt baggage delivery on passenger arrival, we fol-
low strict tracking methods: Ground handlers use radio communications,
our Trunk Mobile Radio System (TMRS), to alert the airline ground staff on
delivery of the first and last bags. This information is then sent to the Airport
Operation Command Centre (AOCC) and recorded to monitor the time taken
between the aircraft chalk-on time (time when the chalks are placed under the
aircraft wheels) to baggage delivery.