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EasyJet’s Polarizing Decision to Text Customers

July 11, 2014 at 10:50 AM | by | ()

This week, EasyJet launched a service via its mobile app that will text customers step-by-step instructions throughout the process of boarding a flight. Using sensors placed throughout the airport, the app detects where a passenger is and sends call to action type information via text message.

For example, when a passenger approaches the boarding gate, they will receive a text message advising them to take out their boarding pass and, where appropriate, passport. The thought behind the service is that it will help reduce wait time caused by disorganized passengers.

As you might expect, there have been a variety of different reactions to the service, both by travel journalists as well as general consumers. Some reports have been soaked in jest, thinking it’s a total joke that our technological resources are spent explaining these basic aspects of flying. Some believe that inexperienced flyers need all the help they can get. Others don’t have a problem with the idea of educating people, but feel that doing it via text message only further contributes to the ever-growing robotic atmosphere found in airport queues.

We had a good time browsing through the banter this has created, but ultimately feel it's way too early to determine whether resources have been wasted. EasyJet is the third airline to test and experiment with the iBeacon "passenger locating" technology, joining Virgin and American Airlines, and it very well could end up making a major impact in customer-airline interaction on-site at the airport.

So, let's wait and see what else becomes of the technology once the bugs are ironed out. If we're still talking about boarding passes a year from now, we'll happily join in on the cynicism.

[Photo: DailyMail]

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