Will technology take over the real world?

Author Rebecca CrookPublished 2 Min Read

Easyjet came onto the scene in the late 90’s and have completely revolutionised travel across Europe enabling people to fly to more destinations than ever at a very cost effective price.

It’s now the largest airline of the UK by number of passengers carried, and operates services on over 700 routes in 32 countries.

With around 66 million passengers annually you can see why an airline such as Easyjet would want to embrace new technology to make customers lives more pleasurable and provide a better customer experience.

Having redesigned their mobile app, I have to say its pretty good making the mobile experience seamless. From the basics of online booking (literally takes a few minutes) to scanning your passport it really is getting rid of all those annoying fiddly booking processes.

What’s really great with the app is the real-time info on your flight, to getting you checked in and telling you what gate to head to when your flight is ready to depart.

However my love of Easyjet is now temporarily on hold after my dreadful experience last month flying to Greece from Gatwick South. I was feeling rather smug; as we always fly ‘Speedy Boarding’ to cut the queues yet upon arrival to the terminal it seemed like everyone in the whole airport was waiting to check-in with Easyjet. This was not a good start to the holiday.

The queue was so long, we couldn’t understand what the problem was. Alas, we were then faced with a huge row of machines. The check-in staff were banished and replaced with check-in machines. I’m a great believer in speeding up queues and in our recent Connected Traveller report 30% of consumers stated that they would like to see digital technologies speed up on-line check-in’s so its no surprise that Easyjet are implementing technology to fulfill passengers expectations.

Sadly, it was a disaster from the start of the process to the end! The machine wouldn’t read our boarding cards, then it didn’t like our luggage (you have to weigh your own cases and print luggage labels) and non of the instructions on the screen made any sense. I’d like to think I’m pretty tech savvy but the lack of consideration given to the user of these new digital check-in kiosks is appalling with even the few Easyjet staff there saying they were ‘non user-friendly’.

That’s why UX is crucial to really understand the customer journey by putting the customer experience at the heart of the solution. This is where Easyjet have really failed. It’s a missed opportunity to create a fully connected service to customers. Going back to the mobile app, as we waited to check-in, in the mammoth queues, the app helpfully reminded us how long we had left to wait...just a pity their technology had failed at check-in making us late!

Rebecca Crook | Chief Marketing OfficerShare article |
Rebecca Crook | Chief Marketing OfficerShare article |