India ICT Forum 2013 - Chamara Perera, VP IT, Sri Lankan Airways

© 2013 SriLankan Airlines

Intelligent Airline Business Transformation

Importance of Stakeholders Collaborations

Chamara PereraHead of Information Technology

SriLankan Airlines

Aviation ICT Forum 26th September 2013

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• SriLankan Airlines is the national carrier for Sri Lanka.

• Launched in 1979, the airline's hubs are located at BIA in Colombo and MRIA in Hambantota providing convenient connections to its global network (including codeshare partners) of 64 destinations in 34 countries around the world

• SriLankan Airlines is an award-winning airline with a firm reputation as a global leader in service, comfort, safety, reliability, and punctuality. Awards include World’s Friendliest Cabin Staff by Skytrax, Best Airline in South Asia from Travel Trade Gazette, World’s Most Reliable Operator of Airbus A330s and A340s by Airbus Industrie, Etihad Global Excellence Award for Best Regional Caterer.

• SriLankan Airlines has been invited to join oneworld and is on track to join the world’s leading airline alliance, early 2014

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About SriLankan Airlines

© 2013 SriLankan Airlines 3

Intelligent Airline business transformation

• Real transformation touches Passenger Journey and experience throughout

• Incremental changes are no longer sufficient• Intelligent “game-changing” strategy with integrated technology solutions

• Need innovative solutions, new products and services supported by industry leads

• Emerging smart mobility strategies and technologies will boost transformation

Ingredients • Real Time Passenger Data • Information @ right time @ right place• Personalized Travel Experience • Mobile Workforce • Fast Travel Self-Services • Baggage Tracing

• Customer Loyalty • Passenger Feedback• Social Media• CRM• New Sales Channels • Unified Communication


Results of Intelligent business transformation

• Real-time strategic insights into travel market and passenger demand

• Innovative sales channels to increase direct & indirect revenue

• Personalize and differentiate the passenger experience

• Increased efficiency and productivity in operations

• Improved decision making with BI

• Agile and collaborative work set up

• Simplifying the Business

• Creating a competitive edge


Importance of Stakeholders Collaboration• This is the key success factor in achieving the required

transformation • We get groups with similar or different perspectives who can

exchange viewpoints which should be converted into solutions that go beyond their own vision of what is possible

Creating Shared Value

Going beyond Engagement

Stakeholder Collaboration


Successful Business

Transformation

Passengers

Vendors

Business Units

Service Providers

Financial Institutions

Airports

Stakeholder Collaboration

• Loyalty• Retention• Feedback

• Quality Services

• Reliable Products

• Expertise

• Cohesiveness• Domain

knowledge

• Quality Service Levels

• Continuous Support

• Secure Transactions

• Reliability

• Regulations• Continuous

partnerships


• Lack of mobile sales portal • Not meeting the demand of digital travellers • Feedback process not meeting passenger demands• No real time passenger recovery• Poor interaction with passengers and lack of segment specific

marketing awareness

Challenges met…


• Frustration for long waiting queues• Passenger Handling Delays • Lack of infrastructure for self service check-in

• Introduced SITA Kiosks in CMB • Improved passenger handling

Self-Service Check-in

Challenges in handling passengers during Peak hours


Environment friendly paperless journey for digital travellers


Search Flight

Availability

Select Flight

Fare Details

Passengers

Payment

Confirmation

Schedule

History

Push

Promotions

Promote Inflight duty Free

Promote partner services

Promote goods and services of Duty free vendors

Integrated Reservations

• Simplicity on Reservation• Indirect Sales Channels• Partner collaboration


Admin Portal

Touchpads

Inflight

Admin

Ground

Check-In

Web

Email

PD – data entry portal

Mobile

Serendib

ECO – Electronic Customer Outlook

Multiple feedback capturing channels

• PAX personal information• FlySmiLes account details• Flight check-in details


Multiple Input Channels OutputSystems

Feedback Solution

DW/BI

Dynamic Alerts

Reports

Feedback Management

Feedback Channels

Dashboards

Real time Passenger Recovery

How it works . . .


Core Mobile

Framework

Check-In & Mobile

Boarding Pass

Flight Schedule &

Status

FlySmiLes Frequent

Flyer Program

Real Time Feedback Capture

Location Based

Contact Us

SMS & E-mail

Promotions Subscription

Integrated Mobile Platform

Interactive gesture driven state of the art mobile app

Available on:


Metrics of Success

• 10,000 + worldwide downloads within the first 3 months

• End User Review Comments


Business Intelligence for Strategic Decision Making

• Self service BI• Functional dashboards


Social Media IntegrationSocial media

BuzzUL

SolutionAnalytical

InformationSriLankan

Customer Care


Tweet Map Using the location field in Twitter accounts, we try to approximate the geographic location of the followers.


Success Factors for Stakeholder Collaboration

• Senior Management Sponsorship

• Staff Involvement

• Convert Issues in Collaboration to Opportunities

• Constant Communication with Stakeholders

• Information, Training & Awareness

• Responsibility & Accountability

• Continuous Improvement

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