With a record number of passengers travelling through Birmingham Airport each year, responding to passenger needs during peak travel periods can be challenging and resource-intensive.
Without a scalable way to engage with passengers, valuable staff time was spent responding to routine questions, reducing the capacity to support those who require in-person assistance the most.
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During unexpected disruptions like severe weather events, the pressure staff face increases, requiring more resources and staff to handle a sharp rise in questions and support required by passengers.
AI-powered passenger engagement provides a scalable way for travellers to instantly answer their questions around flight information, airport wayfinding, accessibility assistance and more without requiring in-person assistance.
For Birmingham Airport, this reclaims valuable staff time that can be spent supporting Assisted Travel queries, on time-intensive processes and ensuring terminals run more smoothly during busy periods. By enabling passenger self-service, AI engagement can help reduce customer service workload, reduce queues and improve the overall airport passenger exprerience.
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Hello Lamp Post introduced an airport virtual assistant, known as a Digital Team Member called BABS (Birmingham Airport Bot Service) at Birmingham Airport to act as a digital extension of the team as part of their ‘Connected Personal Experiences’ program.
Available across key touchpoints, passengers can engage in a natural, two-way digital conversation with BABS via their mobile phone using QR-enabled signage to receive instant, location-specific answers to their questions, find real-time flight information and request Assisted Travel support if required, without waiting in large customer service queues, or searching online.
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By handling routine passenger questions and automating processes like feedback gathering and passenger assistance, Hello Airport reduces the workloads Birmingham Airport team faces, allowing staff to focus on more complex passenger needs and tasks, particularly when demand is at it's highest.
Automating the collection of passenger feedback nalso enables staff to monitor submissions in real time via a real-time dashboard, providing greater visibility of information gaps, emerging issues, trends and service usage to improve experiences across the airport.
The result is a more scalable approach to airport passenger engagement, helping Birmingham Airport respond to changing passenger needs while supporting smoother operations and a more connected airport passenger experience.
Since launching Hello Airport, Birmingham Airport has been able to achieve:
"Since launching BABS, our Digital Team Member plays a vital role in keeping our terminal running smoothly and managing capacity more efficiently.
Whether we're facing extreme weather or peak travel, BABS is always available, ensuring passengers are supported during every stage of their journey."
Stuart Haseley-Nejrup, Head of Customer Strategy at Birmingham Airport
Aimed at enhancing inclusivity and accessibility, we're handling Assisted Travel requests and queries to help passengers self-serve at Glasgow Airport.
With Digital Team Members, CVG Airport are unifying all of their touchpoints, so passengers move through their airport with less friction and more confidence.
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Atlantic City Airport has introduced Digital Team Members to support more passengers and ease pressure on frontline teams.
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