Facing a never-ending stream of complaints by air passengers and the mounting frustrations of screeners, the Transportation Security Administration late last year hired a consultancy to run focus groups to get a better handle on its public perception.
USA Today reports that the $200,000 study by
the Manhattan-based Blue Lime consulting firm included sessions with frequent fliers in three cities, and TSA screeners at Chicago's O'Hare and New York's John F. Kennedy airports.
Ellen Howe, the TSA's chief spokeswoman and head of the Office of Strategic Communications and Public Affairs, who arranged for the study, was surprised by the bluntness of passengers' feelings about screeners and the process. (Clearly, she doesn't fly much.)
"Passengers generally want to respect [screeners] so they can have confidence that they really are safe. Most
are disappointed by the fact that they do not/can not," the report says.
It also notes, "TSA is currently living in no-man's land — no real authority or bite
to be truly taken seriously, no warmth or personal interaction to make
the experience pleasant."
Frequent fliers in the focus groups voiced their displeasure at having to share security lines with slower-moving families, which triggered the introduction this year of separate lines.
Blue Lime offered advice on a few ways that TSA officers could engender more respect from passengers, such as "no
slouching, pristine uniform," "eye contact and smile," "don't yell or
bark." The consulting group also urged TSA to simplify the signs that greet passengers at checkpoints, writing them in plain, easy-to-understand English.
Passengers are not told why they must remove shoes or put shampoos and liquids into small containers and plastic bags.
TSA has taken the suggestions to heart and begun to introduce new signs and procedures. One sign they'll be adding: "Please give our officers the respect they deserve."
At least TSA seems to be trying. We give them credit for that.
Not a happy dance