b'W hen you walk into an airport today, the proof is all aroundformed into powerful computers capable of displaying virtually any you.ThoseofuswhometforthePVAConventionatapp that exists on your phone. Wayfinding tools, GPS, sports scores, MariTrends in Cincinnati this past year may have noticedlive-streamed entertainment, emergency alerts, games, and social media the CVG Airport had an abundance of screens displaying everythingonly begin to scratch the surface of these screens digital capabilities. from wayfinding tools, real-time arrivals, advertisements, and even a message welcoming PVA members. Airports, as well as other forms ofAll of that is fun and games, literally, but how does displaying the major transit, are using smart screens, aka digital signage networks, toWashington Commanders losing a football game (sorry Mr. Ground-deliver information to customers instantly. These screens improve thewater) relate to customer service?customer journey with a seamless experience at the airport.INSTANT COMMUNICATION FOR REAL TIME UPDATESFor passenger vessels, much of the industry has yet to adopt such tech- In the fast-paced maritime environment, seamless communication is nologies and continues to use old-fashioned methods of delivering in- mission-critical to a successful operation. Unless your passengers carry formation. Posters of schedules at docks leave little room for real-timeVHF radios, much of the communication made at headquarters must changes such as delays in arrivaltravelthroughmultiplechan-times.Printedbrochuresdis- nelstoreachyouraudience. playing attractions and partnerUnlikeothermodesofcom-businesses require months to re- Smart digital screens can munication like print or social fresh and put a strain on teamsmedia,smartdigitalscreens resources.Theabilitytocom- instantly interact with the can instantly interact with the municate tours to a diverse audi- passengers currently underway. ence with disabilities or multiplepassengers currently underway.As a result, they prove to be a languagesisnon-existentforvaluabletoolforsupporting many. Often, hanging bannersAs a result, they prove to be aexternalcommunicationsand to promote city-wide events orvaluable tool for supportingkeeping passengers informed. holidays is the only way to con-nect with the community.external communications andThe more that we put out in terms of real-time information Afewboldoperatorshavekeeping passengers informed.is helping our passengers, said attemptedtoinstallresiden- Scott Vetere, director of intel-tial-grade TVs from their localligenttransportationsystems Walmart, only to confront newand special projects at The Port headaches. Slideshows delivered using USB sticks are rarely updated,Authority of Allegheny, which introduced digital signage on its rail the glare makes the screens illegible, and the marine environment leadsstations in 2019. Its helping them get information a lot easier than to constant maintenance or breakage. As a result, screens go black andcalling a line or having to look for a paper schedule, Vetere told Kiosk operators pull the plug.Marketplace in a phone interview. Its right there, right in front of you. You dont have to pull a paper time table out of the racks to get As Americans grow more accustomed to a digitalized world of instantthat information, you can just interact with the machine. communication, many industries, including other forms of transit, have utilized smart screens and digital signage networks to improveVisually communicating real-time location-based information such as guest experience, communication, and service. There is a tremendousarrival and departure times, cancellations and delays, or service stop-opportunity on the horizon for our industry to modernize fleets withpages creates a frictionless experience for the customer, alleviating per-these technologies and ultimately improve the passenger experience. ceived wait times and enhancing travel experiences. All of which can be done in a centralized location, with new information being pushed to WHAT IS DIGITAL SIGNAGE? any display over a cellular connection. Better yet, software can integrate We all know what digital signage is, at least implicitly. Most of us haveseamlessly with existing systems (even an excel sheet) and as a result, looked at digital menus while ordering at a McDonalds drive-thru. Atimprove your operations and reduce the workload of your employees.train stations, weve glanced at the departure and arrival boards. Wheth-er at Disney World or driving down the highway, weve seen wait timesFOCUSING ON THE CUSTOMER JOURNEYdisplayed for how long it will take to get from point A to point B. Ex- Operatorsandpassengershavecommongoalsinmindtraverse amples like these exist across industries and represent the endless formsAmericas unique waterways in a fun experience that no other form that digital signage can take. Its wide adoption is not without reason asof transportation can accomplish. As a company, you want to offer surveys show that digital signage increases customer satisfaction by 46the most you can to your audience. Whether its a food and beverage percent and proven more effective at capturing consumers attention. service, a guided tour, or simply ample seats to gaze at the waterways.PHOTO COURTESY OF BALLYHOO MEDIAIn the beginning, digital signage was developed to replace posters andAs operators, we observe the customer journey from ticket purchase hard-copy signage, eliminating administrative time and the costs ofto arrival at their destination, and often notice passengers experience manually printing and updating signs. But with a wave of technolog- their voyages in different ways. A lack of communication can lead pas-ical development in the sector, these poster replacements have trans- sengers to miss options and features on board. Passing through a vessel, Left: Fort Lauderdale Water Taxi uses digital signs on their boats to promote local events, partnerships with companies like Toys for Tots, and share civic information. Theyve seen an increase in ridership for their Sunset Cruise and have been able to promote citywide events such as the Fort Lauderdale International Boat Show.9 NOVEMBER 2022'