Ahead of his presentation at Passenger Terminal Expo 2024 in Frankfurt, Germany, Esteban Decurnex, head of digital marketing at Aeropuertos Argentina, speaks to Passenger Terminal Today to discuss the airport operator’s transformative bespoke chatbot.
What is your presentation about?
We will explore how Asistente de Aeropuertos (ADA) – our chatbot specifically developed for airports – is transforming passenger experiences. From providing real-time flight updates to facilitating parking payments and offering information about services and shops, this chatbot not only streamlines airport operations but also serves as an integral tool for enhancing customer satisfaction and enabling meaningful connections with our users.
How much of an impact has Aeropuertos Argentina’s chatbot had on passenger experience?
ADA has significantly improved the passenger experience at our airports by providing accurate and immediate information about their journey, reducing stress and uncertainty before flights.
We’ve found that passengers who interact with ADA have a higher satisfaction rating for their airport experience compared to those who don’t. Our aim is to be there for our users, offering the right answers at the exact moment they need them.
How does the solution support the company’s nonaeronautical revenue?
In general, chatbots, including ours, enhance return on investment by improving operational efficiency and customer satisfaction, both crucial for long-term success. By automating routine inquiries, our chatbot reduces the workload on staff, enabling them to focus on more complex tasks. Moreover, happy customers, thanks to an efficient and satisfying experience, are more likely to spend on non-flight related services at our airports, like retail and dining.
Additionally, the chatbot’s ability to gather insights into customer preferences and behaviors is invaluable for strategic business decisions. Looking ahead, we see potential to further boost commercial opportunities. We aim to provide passengers with personalized shopping and dining recommendations and collaborate with airlines and retailers for targeted promotions and offers through the chatbot, thereby opening new avenues to increase our nonaeronautical revenue.
How has the solution affected staff at the airport? How has this impacted operations?
ADA’s implementation has positively influenced airport staff and operations. The chatbot has streamlined various internal processes, such as parking payments and special assistance requests for passengers with autism spectrum conditions. This digitalization has led to reduced manual workloads and improved efficiency in airport operations.
What are your top three tips for airports looking to develop an effective chatbot?
First, focus on user-friendly conversational design. It’s important to ensure the chatbot is easy to use and accessible. Secondly, do your research. To really connect with our users, we need to know how people act and what they need in the airport environment. Finally, prioritize continuous improvement – use feedback and data analytics to regularly update and enhance the chatbot’s features.
What challenges has this solution presented? How have these been overcome?
A chatbot isn’t just a new gadget – it’s a transformative tool that can significantly change our internal processes. This transformation requires a unified effort across the entire company. Each department, from IT to customer service, plays a crucial role in this journey. Therefore, communicating internally about the progress of the project, involving relevant areas at early stages, and training staff about the product are key tasks to consider.
Moreover, acquiring users in a busy airport environment presents substantial challenges. We have addressed these challenges through various communication initiatives designed to effectively reach our audience at each point in our marketing funnel.
How does Aeropuertos Argentina plan to expand its chatbot in the future?
This year, we have a robust roadmap planned for ADA. The primary focus is to expand the parking payment feature to other airports, enabling a digital and automated payment option where it is not currently available. Additionally, we are enhancing existing implementations by adding new features, such as displaying wait times at security checkpoints and immigration, which could also facilitate commercial opportunities, including offering a fast-track option during long delays.
Furthermore, as we aim to create a seamless omnichannel experience for our users, we are also focusing on integrating ADA with other digital products across the company. This integration is critical to ensure that all platforms work together harmoniously, enhancing the overall effectiveness of our digital services.
To hear more valuable industry insights from top aviation executives, book a conference pass for Passenger Terminal Conference, April 16-18, 2024, in Frankfurt, Germany.
