SubscribeIn the aviation industry, where cost-cutting is the name of the game these days, e-business is the magic word.
Over a year and a half ago, KLM installed Self Service Check-In (SSCI) facilities at Amsterdam Airport Schiphol. In the course of next year, this service will be expanded.For Cees de Vos who heads up KLM systems services, developments in the field of e?business can’t move fast enough. Cees: “In order to sustain continued growth in the aviation industry, developments should be moving far faster, especially when it comes to e-check-in and boarding. The swift and efficient implementation of SSCI will require a joint effort on the part of airlines, airports and handling agents alike.”
“For over a year and a half, passengers traveling with only carry-on baggage have been able to check in via the SSCI facilities at Amsterdam Airport Schiphol and proceed directly to the gate,” says Cees. “At present, around 15% of our passengers make use of the SSCI facilities at Schiphol. We expect this figure to grow enormously in 2004. For next year at Schiphol, we hope to achieve a scenario in which at least half our passengers check in via SSCI kiosks. In order to accommodate this level of service growth, we will be doubling the number of SSCI kiosks available, from 20 in 2003 to 40 in 2004.
Additionally, Schiphol will be setting up baggage drop-off points for passengers checked in via the Internet or SSCI facilities to drop off their hold baggage. As such, passengers with hold baggage will no longer be required to report to the check-in counters, making it possible for them to head for the gate more swiftly too.”
What is SSCI?
“Increasing numbers of airlines are offering their passengers the option of using SSCI facilities. Kiosks have been installed in the departures hall of the airport enabling passengers to check themselves in. Passengers can quickly obtain their boarding passes here. The advantages include no queues, no stress and more free time for passengers,” summarizes Cees. “The SSCI kiosks are ergonomically designed e-service centers and passengers can initiate the check-in procedure simply by touching the screen.”
How does SSCI work?
“Passengers must identify themselves at the SSCI kiosks using a passport or credit card. Following identification and entering the flight number or destination into the appropriate fields, the system searches for the booking. The system asks the passenger if the booking is correct and then proceeds to round off the aircraft seat allocation process. It’s then up to the passenger to confirm if he or she likes the seat or wishes to alter its position.
The boarding pass is printed next. If the passenger’s return flight is on the same day, the boarding pass for the return journey is printed out at the same time. Passengers with carry-on baggage can proceed to the gate. Business travelers in particular benefit enormously from the SSCI facility. People with hold baggage can drop off their baggage at the drop-off points at KLM’s SSCI service in Amsterdam Airport Schiphol.
Why does KLM want so many SSCI kiosks?
KLM aims to achieve massive growth in self service check-in. Why? Cees: “There are several reasons, the most important of which is that we will be offering our customers good service based on this form of product innovation. As such, we are catering to our customers’ needs. Additionally, e?ticketing and everything that goes with it will generate significant cost savings. And the e-ticket is inextricably linked to SSCI.”
Won’t passengers be missing out on a large slice of service if they check themselves in? “No, absolutely not. Most passengers like to determine how they spend their time themselves and SSCI makes this possible. These freedom outweighs being served personally. It also represents a breakthrough in terms of how quickly passengers can check in. And who wouldn’t like to board the aircraft at their own pace and, if necessary, within a really short space of time? I think the entire aviation industry should grow towards self service. I see developments unfolding as follows in the years ahead: ‘serve, serve the self serve, self serve.’”
Cees recently witnessed an example of this at Schiphol. “A floorwalker was explaining how SSCI works to a Japanese passenger. And you know what I saw? Within five minutes, the same Japanese passenger was explaining everything to one of his colleagues. Now that’s what I mean by ‘serve the self serve,’ which will lead directly to ‘self serve.’ So far, our passengers are really enthusiastic about SSCI. It’s easy and fast. That’s why it’s becoming so popular.
In 2002 we launched with only four SSCI kiosks and, as I mentioned, a year later there were already twenty. In the coming years the number of kiosks at Schiphol will double annually.”
Can passengers check themselves in at other airports too?
“Our passengers can use SSCI facilities at Eindhoven Airport, Rotterdam Airport, London Heathrow and Paris Charles de Gaulle. At the moment the kiosks are ‘KLM blue,’ but we aim to cooperate with airports and handling agents in the near future. We need to switch to Common Use Self-Service (CUSS) kiosks. Handlers already take care of the check-in process at the outstations and it would be far more logical if they provided SSCI facilities too.” The idea behind CUSS is to make it even easier for passengers by creating a single, shared kiosk to facilitate the check-in processes of multiple airlines. This will enable airports to save an incredible amount of space because it will no longer be necessary for each airline to install its own kiosks.
What roles should the various parties play?
“The airport provides the infrastructure, including the kiosks and all the related paraphernalia such as cabling and software. The airlines provide access to the databases. And the handlers make sure the kiosks run properly. Handling contracts will regulate the continuation of handling services, only now in support of SSCI instead. By working together these three parties can ensure that SSCI is swiftly and successfully introduced at all European airports.”
What advantages does SSCI offer in comparison with regular check-in?
“I’ve already mentioned speed and convenience. In addition, passengers are happy to maintain control over the check-in process. For example, while around 60% of passengers want to alter their seat numbers, only 10% are actually assigned a better seat. The feeling of having a say in choosing a seat is more important than where the passenger sits in the end. The passenger is in control. He or she can choose: SSCI or join the queue at the check-in counter. Passengers are becoming increasingly aware of the information they choose to share with airlines and governments in different countries.
In the course of the regular check-in procedure, passengers are asked a number of questions depending on their destination. Because SSCI requires passengers to enter such details themselves, they will know exactly what information they provide. As such, there will be no feelings of surprise should a passenger later discover what information is known about him or her. Passengers therefore stand to benefit tremendously. And that’s basically the story, because if our customers are happy the aviation industry will continue to grow. But don’t overlook the fact that SSCI offers the other parties advantages too.”
Advantages for airports
“Through introducing SSCI, airports will be required to process an entirely new flow of passengers. The number of passengers handled per square meter is increasing in relative terms. After all, since SSCI kiosks take up less space than the check-in counters, the airport will have more space at its disposal. This will enable the airport to gain more control over growth expectations.”
Advantages for handlers
“If handlers extend their services to airlines to include SSCI, this will have a positive impact on their value in the market. Ultimately, since it’s only a question of time before all airlines operate on the basis of SSCI, the earlier the innovative step is taken towards the kiosks the better. The envisaged cost reductions will be equally beneficial to the handling agents. After all, handlers will be able to do the same amount of work using fewer staff and this will generate savings. The extra check-in staff and possibly counters can be used to offer services to other airlines. What’s more, the quality of the handling process will be enhanced.
Because passengers enter the information themselves when using SSCI, it will be of a higher quality than previously via the check-in counter. There will be a smaller margin of error because the intermediary – in this case staff at the check-in counter – will no longer feature in the equation. As such, the handler will offer an effective process and boarding will proceed more smoothly at the gate as well.”
Preparing for the worldwide SSCI launch
Worldwide, the aviation industry is exploring the options afforded by SSCI. To name but a few examples: British Airways switched to self service across the board, some 73% of Continental Airlines’ passengers check in using SSCI and Kuwait Airways expects to be able to achieve huge cost savings based on achieving massive growth in SSCI utilization.
Airlines, airports and handling agents have a common interest in making the introduction of SSCI a resounding success. Passenger requirements will be satisfied and the aviation industry will continue to grow. Are you already aware your role in the market in terms of the introduction of SSCI and the related e?services? Do you want to know more about SSCI and how the application of SSCI will impact your processes? Don’t hesitate to contact us for more information.
KLM systems services (AMS/SW)
PO Box 7700
1117 ZL Schiphol Airport
The Netherlands
Tel: +31 (0) 20 649 6804
Fax: +31 (0) 20 649 6848
Email: amsswmarketing@klm.com
Website: www.systemsservices.klm.com
