It’s simple, but so rarely done well: put yourself in your customers’ shoes at every point of interaction with your organisation and ask “What do I need at this moment? What would help me, and make me feel helped?”
This photo is classic Changi – just after immigration and the bustle of putting your passports away, as you look up slightly confused, asking what you were going to do next… Before you have time to remember what it was (you were going to reclaim your baggage) and then do what you normally do (march half way across the hall looking for the monitor that tells you which belt to go to), you look up and see a set of screens telling you exactly what you need to know at the moment you need to know it.
Good work, SIA.