If you’ve ever been late for a flight and had to scramble through a strange airport to your gate, you know the panic of trying to read confusing signs with arrows that seem to point both ways and language evident only to a small, select group of airport sign-makers. Or, you might wander down a long arm of a terminal only to find out you’re in Terminal B and your plane (which is taking off in 10 minutes) is in Terminal C.
Not if you’re in the Columbus, Ohio, Airport. It ranks high among the easiest airports to get around, but it still could use some improvement. At least that’s what Kevin Korterud, one of USA Today’s panel of Road Warriors has to say in an article, “Road Warriors: Airport signs can confuse, confound.” He and the rest of the panel members give feedback to improve customer service for travelers who are in a hurry and need clear, directions—fast.
Signs—at airports, railroad terminals, on the side of the road, on highways and overpasses, are often taken for granted. They are silent sentinels of customer service. When they are clear, they can save a traveler time and aggravation. If they aren’t, they add to the frustration.
Customers want direction. Anyone in business can take a tip from the USA Today’s Road Warriors. A second set of eyes, observing your business can uncover the things that confuse your customers. Some airports are so frustrating and poorly planned that travelers would rather drive between destinations than face the delays at the airports. Are your customers avoiding your business? They may need some help navigating.
Every business has signs. They can be real signs with directions printed on them or just information. “Order here.” “Pay here.” “No service if you’re on your cell phone.” “Exit.” These are easy to understand.
Some are more subtle, but send a clear message. A huge big-box retail store with rows of check-out lanes but only a few open for customers is a sign that there aren’t enough employees that showed up that morning to work, or the company is cutting back on service, or they just built too many terminals.
Knots of employees, talking in hushed tones, or talking out loud, complaining about the management or the company policies, all within earshot of customers are signs of dissatisfied employees who have little respect for the company or its customers. Employees who are more interested in checking their cell phones or sharing their personal lives with co-workers than paying attention to customers is a sign of poor training or poor hiring.
Employees who are just too busy being lost in their own world instead of anticipating the needs of customers is a sign the customers aren’t really important at all.
Directional signs at an airport can help you get from Point A to Point B. How employees do their jobs or pay attention to customers can be signs that bring customers in or send them away, never to return again. Every business can take a tip from the Road Warriors. Get solid feedback from customers in order to display the proper signs that help customers easily find their way.
Photo Source: manostphoto / Freedigitalphotos.com
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