The designers of American airports might be surprised at that fact that many travelers want to sit next to the trash. For years, the designers agonized over creating as much seating as possible in a terminal and giving people pleasant views while they waited for their flights.
This philosophy fit for many years but has since been turned on its head by a small feature that was once only used by a cleaning crew. I’m talking about the plug.
Our abundance of electronic devices that need recharging has travelers sitting on hard, dirty floors, sometimes right next to the trash. It’s all about having access to electricity. Keep in mind that these plugs are seen as hot real estate and folk are proud to stake their claim.
The designers did nothing wrong when they originally created the terminals. But the needs of travelers changed. There’s a customer service lesson here that can apply to any business. You may think that you know what they want but you might not anymore.
To Clear the Path of old ideas, consider these points:
What People Value Can Change
You can have the most comfortable chair in the world but if people value electricity more than comfort, they’ll go for the voltage.
Take a moment to consider your attractive features and see if they are still valued. For instance, for years there was nothing wrong with big cars that were gas guzzlers. Then the price of oil went up and the cars became less attractive. The big cars didn’t change but the marketplace did.
Embrace the Change
Smart airports are redesigning their terminals with outlets as a centerpiece. Seating is being built around the plugs or extra outlets are being added to existing seating.
If your customers need something different, figure out how you can give it to them. Years ago, fast food restaurants realized that there was a segment of the market that wanted their food but didn’t want to get of their cars. So the drive thru was invented.
Find New Ways to Give People What They Want
There are some people who really want to recharge their devices but don’t want to sit on the floor or sit next to trash. They need a new solution to the problem. It’s emerged in some airports with businesses that offer rapid charging stations. You pay to have your device charged like you pay to get your stomach recharged in the food court.
This is a simple but important service that shows that people will sometimes pay for things that are otherwise free. Think about how you can offer a service that people want but don’t want to do themselves.
Look at the world of pets. Businesses have emerged that do everything for you from walking an animal to cleaning your yard of their droppings.
Bottom Line: Don’t be surprised if what your customers want may one day change. Being open to meeting those needs can give you a tremendous competitive advantage.
