CX and TSA – these acronyms would seemingly have nothing to do with each other. But in fact, I have experienced something truly amazing from a government agency that speaks volumes about the changing nature of serving the customer.
When you think about government workers, what words come to mind? Entitlement? Inefficient? Impersonal? Bad service? Ambivalence?
But in fact, none of those terms has anything to do with my recent experience which is why I am compelled to tell you about it. As many of you know, I am in U.S. airports at least 40 weeks a year, so as you can imagine, I experience the TSA from just about every possible angle.
Last holiday season, when the nation was up in arms about new X-ray equipment, pat downs, and all the other policies that are now a part of the air travel experience since 9/11, I had a different take.
From my perspective, this is simply the price we pay for security. It isn’t always pretty and it doesn’t always work perfectly, but it’s the world in which we live and it has generally been effective.
But did you know the TSA is experimenting with new screening models? At Boston’s Logan, they’re doing “chat downs.” I experienced this the other day, and after they check your boarding pass and picture ID, they ask a few questions about you, your travel, etc. As they do in Israel, TSA agents are looking for odd behavior by asking simple questions.
The big news, however, is happening in my home airport of Detroit (code DTW) where a new screening program makes you feel like it’s 1999.
It’s called “TSA Pre√™” (or “TSA PreCheck”) – a pilot program where you go through security in a “Back to the Future” way. Your computer stays in your bag, you wear your shoes and your jacket, your belt stays on, and your liquids don’t need to be in little plastic bags. You put your carry-ons on the belt, you walk through the metal detector, and you’re good to go. Like it’s the good old days.
It’s amazing, it’s quick, and it’s seamless. So when I breezed through the other day in under 30 seconds, I complimented one of the Detroit TSA officers on the new program. She handed me a comment card and recommended I fill it out or send an email.
The next morning I did the latter, praising the Detroit TSA crew on the new program and their overall efficiency.
And that afternoon, my cell phone rang and on the other end was the assistant director of DTW’s (the Detroit airport code) TSA team, Steve Lorincz.
Imagine my shock when Steve personally thanked me for my email and feedback, reiterated that the Department of Homeland Security is trying to make the airport screening experience better, and reminded me about the TSA’s mission.
This is the TSA?
These are civil service employees?
Yup, and they’re focused on customer service, which in this case meant getting back to me on the same day my email arrived.
This suggests that the Customer Experience – or CX – is becoming a greater priority at brands across the world – including a government agency like the TSA. It reinforces that the consumer is important and her feedback is a welcome part of the airport screening process.
And it also is a reminder that media brands – specifically radio stations – need an efficient, responsive system of engagement and feedback. If the TSA is getting back to its “customers” in less than a day, isn’t the bar being raised?
For those of you who don’t travel all that often but will be visiting airports over the upcoming holiday season, pay attention to the procedures and attitudes that you’re seeing from TSA agents. And thank them if you think they’re doing a good job.
More and more, they’re focused on CX – and you should be, too.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Fred
I recently had a positive Detroit TSA experience.
I lost my IPAD and assumed I would never see it after leaving it past the security check point in the Detroit Airport.
After calling TSA and getting a recorded message I assumed I would never get a return phone call so I could speak with a live human.
They not only called back…but had my IPAD and it arrived via Fed Ex the next morning.
Shocking but true!
Buzz, your story reflects my experience with DTW’s TSA. These things don’t happen by accident – and that’s true for all organizations. When service is a priority, success stories follow. Thanks for sharing yours.
Thanks for sharing your experience, Fred. It’s a great lesson for those of us in media to be responsive. Time is more precious than ever but if PDs or GMs take just a few minutes (and, that’s all it really takes) to respond to every email and other messages that come directly to them, the goodwill generated is priceless. I can’t tell you how often I’ve responded to an email or phone call and the listener (customer) on the other end is stunned that somebody would reply…they think their messages and concerns end up in a black hole, they’re so effusive that we actually got back to them. THAT, in itself, is a pretty sad statement on the overall perception of customer service.
And, even those who reached out to complain end up saying what a big fan of the station they really are and are grateful that somebody actually listened. Great stuff!
JJ, thanks for those on-target comments. When the TSA director called ME, that was my reaction, too. I couldn’t believe I actually heard from someone in authority – in a timely, responsive way. It doesn’t matter whether you work for the government, a major corporation, or a small Main Street business. Service matters. Thanks for taking the time to contribute.