The 3 Basics of a Relevant Customer Journey

Customer journey and customer experience is just not about going digital or automating the process. The three things that would be relevant to customer, are when the product or service addresses the functional, emotional or commercial needs of the customer. 

The Jewel at Changi airport case is a sample of a simple and relevant customer journey. 

Meeting the Basic Functional Travelers Needs

• Ease of Mind – Directional signages, seamless connectivity from Jewel to all 4 terminals via sky train or bus, timely, point to point. There is no need to pause, or look for an info counter, as everything is placed at right places, with well co- ordinated handover of the customer from point to point. 
• Mall directional signs to all four terminals and self-kiosks are strategically placed
•  To cater to the dining needs of large traffic and crowd, there is a wide array of eateries spread out in Jewel. At the food court, the functional design of standing counters catered for travelers who want a quick bite supported by efficient cleaning service. No shortage of a place to consume food or drinks. 
• Clean and functional facilities, ie washrooms, water dispensers, etc. 
• Payment is cashless and efficient. 

Delighting the Customer Emotional Points

• Impactful welcome by HSBC Rain Vortex as one walks into Jewel Changi
• Temperature inside the malls and terminals are well controlled, nice and cool, not cold nor humid. Ventilation is also good, without unpleasant food odor, usually from eateries
• Automated immigration check-in at T4 – seamless, unmanned, and 3 steps process. 
• No queues at immigration and baggage clearance. End to end process completion within 5 minutes
• Beautiful well landscaped mall and terminals throughout the customer journey, from rainforest to orchids and flowers to delight 

Boosting the Commercial Value Proposition

• Complimenting transfer channels to move travelers between Jewel and all four terminals
• Free Wifi, strong signal, and fast connectivity and responsive registration / log in
• Wide variety of retail and dining outlets, and not premium priced in airports

Personally, it was a "wow" experience for me from the moment I arrived at Jewel to the point I departed from Terminal 4. All the details in the execution, has met my basic needs as a traveler, and I am delighted with my experience there. This has made me a brand advocate. 

So, what perspectives are we looking from when we start to transform our current customer journey? What does the customer see, feel, hear, smell, think, wants, needs? And what is required to delight and wow the customer to return? What else is required to uphold this consistent customer experience across time?