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Leading the Customer ExperienceTaking the end-to-end view: airlines
Peter F. Hammer
Managing Director,
Strategy & Innovation
Planning
Shopping
Purchase
Defining the customer journey
Pre-Departure
Departure
In-Flight
Arrival
Baggage Claim
Post-Flight
Pre-Travel Day of Travel Post-Travel
Defining the customer journey
Pre-Travel Day of Travel Post-Travel
Mobile
Self-serviceLoyalty
Digital
TargetedInformed
Value-driven
PartneredRevenue-
generating
BrandEfficient
Pre-Travel Day of Travel Post-Travel
Building the customer journey: Digital
Building the customer journey: Consistency
Pre-Travel Day of Travel Post-Travel
From functional…
…to end-to-end convenience
Building the customer journey: Evolution
Flexible,
customizable
design
Touch friendly
Multi-platform
>18M
Downloads
2015 Digital Edge 25
innovation award
2014 CIO 100
award
Whether at home…
…or wherever your travels take you
Building the customer journey: Evolution
…and in control
Connected…
Building the customer journey: Evolution
Modern
Streamlined
Self-service
• Integrated
• Expanded
• Co-branded
• Innovative
Growing role of partners:
Building the customer journey: Partner integration
- selected partners -
Evolving to:
• Services-oriented architecture
• Agile development
• Secure
• Containerized services delivery
• Strategic sourcing
• Value-driven innovation
Improving the customer journey: Future elements
Speed
Quality
Security
Risk
Value
Improvements to:
• Partner collaboration
• Value-driven innovation
• Information sharing
• Cross-industry expertise
• Interfaces
Improving the customer journey: Industry implications
DISCLAIMER
Any use, republication or redistribution of this content is
expressly prohibited without the prior written consent of the
Author. Permission to copy and reproduce content may be
granted by the author, at their discretion, and by request
only.
Source: presentation of Peter Hammer, United at the
2015 SITA Air Transport IT Summit, Brussels.
2015 Air Transport IT Summit
