Self-service is a key trend at the moment, and many of the benefits are clear - both in terms of business benefits for operators, and the 'experience' benefits for passengers. There are powerful business reasons that have driven the trend for self-service - more throughput, less queues, less space, less staff, and lower costs giving increase profit and efficiency. In a highly competitive environment these are sound business reasons. Beyond that, and the reason for this piece, is how self-service should contribute to a great customer experience for travellers. Implementing new technology does not automatically equal a better experience. The value should come in a stress-less journey from home to destination, making them feel special and cared for, whilst enjoying the benefits that makes a brand successful all contributing to a better brand experience which in turn will create increased passenger loyalty. But it needs attention to the softer parts of the solution.
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