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c h a p t e r5:SOCIAL TECHNOLOGY AND BUSINESS DECISIONS■experience of your customers at a given touchpoint is the experience you designed into
the process (or failed to design) supporting that touchpoint.Figure 5.5 My behind-the-scenes tour of Bengaluru International Airpor t with Anjana
Kher Murray (left) and Marcel Hungerbuehler (right)When I first asked Anjana about the overall design of the airport, she replied:
“We are committed to establishing the Bengaluru International Airport as In-
dia’s leading airport in terms of quality and efficiency, to set a benchmark for
the future commercial development of Indian airports. One of the pioneer-
ing concepts that were kept at the forefront while designing the Bengaluru
International Airport was short walkways. This simple, functional terminal
building is designed to ensure passengers don’t have to walk till they drop.
Short walkways take the passenger quickly from the entrance to the check in
counters and into the aircraft and the reverse for arriving passengers.”
Compare that with the endless walks (or runs) as you change planes in some of
the airports you frequent. Having been through the Bengaluru International Airport a
number of times, I now expect to be through security and comfortably seated within
about 10 minutes of having stepped out of the taxicab when leaving from the airport,
and about the same when arriving.
Next, I asked Anjana specifically about my baggage experience. What were the
design goals, and how were they measured? Here is her reply:
“The following elements are critical in maintaining the baggage delivery
standards: people, processes, and systems. The prompt delivery of arriving