Parabit Systems Inc. and SelfServiceWorld.com recently hosted a free webinar, "Communication through the Integration of Digital Signage and Kiosks." During the live online event, Parabit president Rob Leiponis and Ralph Tragale, assistant director of the Port Authority of New York and New Jersey, spoke about the Port Authority's Welcome Centers, which Parabit created and deployed at John F. Kennedy International, Newark Liberty International and LaGuardia airports.
The speakers shared with listeners how they developed the integrated kiosk and digital signage technology in the Welcome Centers and offered advice for those considering similar projects.
Know the customers
Tragale says the Port Authority knew last year it was time to update its approach to customer service, but it wasn't sure how to best reach and engage the busy travelers hustling through its facilities. So before settling on the idea for the Welcome Centers, the Port Authority conducted customer surveys, he says.
"We get a lot of information from the customer surveys we do," he said. "We tried initially to make changes based on what we thought the customers needed, but we quickly realized that we weren't seeing the improvements that we would like in terms of peoples' perception of our airports. So we did some surveys to determine what the customers thought was important."
And after a deployer knows what is important to customers, Tragale says, it's critical to stay focused on those needs, particularly in an industry such as transportation, where competition can be fierce.
"As our industry continues to change, customer service is a huge factor," he said. "You can still win a customer over if you provide that service. I think regular travelers understand the complexity of travel, but you really have to make them feel like they're a valued customer, and I think the Welcome Centers do that for us."
Location, location, location
It's a cliché, but the old adage about choosing a deployment's location still rings true, Tragale says.
"We don't just stick (the Welcome Centers) down in the corner like we did with the ground transportation centers that served this function previously," he said. "We gave them pretty high-profile locations, because it's really about serving that customer need and getting them the information they want in a way that they feel that they've been served appropriately."
Leiponis says Parabit and The Port Authority spent a lot of time completing site survey and traffic analyses, as well, given the airport environment's unique requirements.
"Project and site surveys are an integral part in planning all the overall physical attributes and layout of digital signage, kiosks and any other self service technology," he said.
Leiponis also says considering the construction of the hardware within the deployment location is important. Parabit developed the Welcome Centers' displays and kiosk solutions to be modular and sized them similarly to make future moves easier in the event of airport construction or redesign. And it's important to think about how content will reach consumers in the chosen location, as well, Leiponis says.
"Airport advertisers have realized that digital signage maintains its largest impact in baggage claims and departure gates because there's a captive audience for long periods of time," he said.
Remote management, uptime are key
Cost-effective and efficient management of content and uptime are essential any in self-service deployment, Leiponis says, but particularly in a project that integrates kiosks and digital signage. Using Scala's digital signage management solution to remotely update content on more than 300 devices, Parabit has saved the Port Authority thousands in advertising costs, he says.
"Remote updating of advertising has been the most cost-effective return on investment, justifying the continued deployment of ever-growing digital signage technology," Leiponis said. "The ability to remotely change content of multiple screens within minutes at any time of the day saves printing and labor costs that are incurred, plus provides a seamless, uninterrupted content change for the consumer."
Working with a solutions provider that will help maintain and service the network also is crucial, Leponis says. Parabit sends staff to each Welcome Center location daily to ensure the performance of each kiosk and digital display.
"Select a vendor that provides you with the desired service levels and maintains the coverage of the equipment with their staff, not using subcontractors and maintaining proper inventory on all service vehicles to minimize your downtime," he said.
