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The E-Customer Experience

IATA Commercial Symposium IstanbulDecember 2010

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Agenda

Trends And Facts

The E-Customer Lifecycle

The Need For A Fully Functional Solution

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Trends And Facts

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Fully integrates to seamlessly execute an ecommerce strategy, including online

check-in and ancillary products

Mobile enablement to end from search to airport to in-flight and post flight

Effective merchandising is critical to sales and conversions

E-commerce becomes “m”Commerce

E-Commerce Trends

Give the consumer multiple choice (basket) in price and bundles. Flexible framework,

enabling the airline to configure and control workflows

Drives customer loyalty through a monetized customer experience

Scalable, ensuring growth with the needs and volume of the airline

Consumer is in the driver seat and is looking for packaging options

A positive online customer experiencedrives loyalty and repeat business

Online distribution continues to outpace other channels

Challenges Driving Requirement To The E-Commerce Platform

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Best Practices In E-Commerce Today

PERSONALIZE

INFORM

RECOMMEND

STIMULATE

INTERACT

LISTEN

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E-Commerce Influencers

Social media

Media

Social networking

Travel reviews

Word of mouth

Mobile apps

IndirectInfluencers

Search engine

Partnership programs

Loyalty programs

Frequent flyer

Marketing campaigns

Destination network

Products and services

Website

Customer service

DirectInfluencers

Traveler Experience

E-commerce is an airline branding “ecosystem”

Trip

Planning

Post-trip Purchase

Pre-trip

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Trend And Indirect Influencers: Mobile Touch Point

Flight status

IBE Mobile applications

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E-Customer Lifecycle

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CostReduction

CustomerLoyalty

Revenue Growth

Flexible, scalable and robust technology

What Do You Want In An E-Commerce Solution?

E-commerce empowers your customers and revolutionizes your business

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Key Revenue Growth Opportunities

SabreSonic® Web empowers airlines to identify and maximize opportunities to grow revenue

Ancillary revenue and/orbranded fare families

Targeted offers to maximize site traffic and bookings

Maximize value of solutions through expert e-commerce consulting

Increased conversion rates and revenue per order

Online group booking tool to drive efficiencies and reduce costs

Flexible shopping and merchandising paths, including insurance, car and hotel

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Targeted (Relevant) Incentives

Relevance

Itinerary

Profile & History

Location

Effective targeting requires:

KNOWING your customer

DECIDING how to incentivise and reward

DISTRIBUTING incentives efficiently

FULFILLING incentives seamlessly

To ensure real-time actions:

Flexible customer VALUE SCORING

Platform to support REAL-TIME environmentActionable

real-time data

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Key Customer Loyalty Benefits

SabreSonic Web is a powerful and innovative solution that enhances the customer experience at every touch point, driving increased customer loyalty

Self-service solutions for added convenience and control

E-loyalty (e-bank) reshapes customer loyalty through a new and unique economic relationship

Consistent customer experience — online, offline, and on the goInferred customer preferences

through behavior based actions

Loyalty integration and redemption shopping

Superior online booking experience for the guest

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eBank Reshapes Customer Loyalty

eBank reshapes customer loyalty through a new, differentiating, and unique economic relationship with your customer

Customer loyalty is enhanced through tangible credits (“hard” and “soft” currency)

Instead of rewarding travel, eBank credits are typically given for:• Refunds (flights and ancillaries)• Service credits• Flight compensation

E-commerce utilises eBank to increase convenience:• Customers can use eBank anytime, anywhere (Web, mobile, etc.)• No need for card details and 3DS / SecureCode credentials• Able to pay for wide variety of products flights, ancillaries, etc.)

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The Need For A Fully Functional Solution

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• KPI unique visitors• Drive Web traffic• Customer segmentation• Dynamic e-marketing• Sales and promotions

Customer Centric E-Commerce

• KPI self-service usage • Self-service• Online/mobile check-in• Flight status• Irregular ops• Loyalty enrollment• Mobile notifications• In-flight personalization

• KPI repeat bookings / loyalty• Thank you e-mail• Survey / share• Customer relations• Revenue accounting• Campaign optimization

• KPI offer conversion / traffic• Itinerary reminder• Up sell / cross sell• Partner advertising• Destination info• Mobile notifications

• KPI conversion / revenue• High usability• Advanced shopping• Relevant offers• Merchandising• Campaign management• Alternative FOP • Multi-variant testing

Trip Pre-Trip

PurchasePost-Trip

Planning

Travel Experience

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Customer Experience Benefits: Sabre Approach

Customer data shown at all touch points

New customer data —service history, shopping

Merchandising / revenue management based on customer information

Customer service based on value scores

Provide the services that the customer values —premium seats, upgrades etc.

Economic loyalty across travelers, groups, agencies and corporations

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Customer Touch Points And Applications

CustomerInsight

Real-timeoperational data

Analytic

Travel DataWarehouse

Natural languagerules engine

• Contact• Demographic information• Identification / document• Alliances, loyalty ID and tier• Preferences• Value score• Targeted ancillary offers• Service event flags

Booking history

Ticketing information

Revenue accounting

Operational information

Check-in

Baggage information

Shopping data

Sabre Natural Language Rules Engine DrivesPoint Of Sale Consistency And Flexibility

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• Travels on business frequently, but today going for a long weekend skiing to Sestriere, Italy.

• Booked an FFP reward ticket online

• Is a high mileage Gold card holder and she is flying from her home in Edinburgh to Turin, connecting through Rome.

Meet Hazel

Sabre Customer Centric Approach: An Example

But late inbound connection• Due to weather delays in Scotland, her inbound connection is over 2 hours late

• SabreSonic® CSS automatically recognizes that the airline may inconvenience a high value customer and her itinerary is identified for special attention even though she is holding a reward ticket for this trip

• Her own line connection is closed out and her PNR is flagged as a misconnect

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THOMPSON/HAZELMS

15 Murchiston RoadEdinburgh

EH2 3JK

Mobile +44 7834 124 432 Hazel.thompson@rbs.com

15 Murchiston RoadEdinburgh

EH2 3JK

Her Traveler Profile Contains Her Value Score

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Hazel’s journey

Hazel Is Automatically

ReaccommodatedAnd Notified Via Her

Mobile Device

She Receives Important

And Useful Information

Her Contact In Sestriere Is Also

NotifiedOf The Change In

Plans

En route

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A Successful Ski Trip

Hazel arrives at her destination feeling that she has been well taken care of by Worldwide Air

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Robust Capabilities That Enable Volaris Model

Needed:

• Flexible and configurable internet booking engine

• Branded fare families • Diverse ancillary products• Inventory controls for ancillary sales

Internet Booking Engine• Consumer• Travel agency directBranded Fares• Support for all brands and diverse attributes:

• Change fees• Baggage allowances• Ground transportation• On-time guarantee

Add-on ancillary sales and delivery• Pay for seats• Ground transportation• Pet in cabin• Unaccompanied travel

Delivered:

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Needed:

• Configurable booking engine that supports current business model and scale for growth

• Expand ancillary sales• Pay for seats• Loyalty funds (e-bank)• Multi-channel distribution• Advanced shopping

Robust Capabilities That Enable JetBlue Model

Internet Booking Engine• Flexible for both current and evolving

business modelsPay for seats capabilityMulti-channel distribution of seats• Web• Reservations• Kiosk• GDSIntegrated electronic funds bank• Refunds• ExchangesCross-sell cars and hotels in-path

Delivered: