Integrated CustomerInformation Management

for AirlinesREDEFINE AND MONETIZE THE CUSTOMER EXPERIENCE

Enhancing customer experience, loyalty and cross-selling to boost ancillary revenues have emerged as the top challenges for airlines today. However, with every customer interaction spanning multiple systems, the airline’s underlying technology infrastructure poses numerous challenges in achieving these objectives. With multiple systems supporting different business functions and even designed on different technologies, means that customer data is available in silos. For e.g. a customer’s data about interactions with the airline could be stored in the reservation system, kiosks, on-board systems and CRM systems. In many cases, the same data field can have different formats across these systems making it even more difficult to get a true picture of a customer’s overall experience with the airline. Only by integrating, analyzing and interpreting customer data across these disparate systems will airlines be able to create a real time and holistic view of customer interactions across multiple touch points.

• Lack of an enterprise wide CRM strategy and mechanism to leverage the existing customer base

• Lack of visibility into a customer’s entire experience across all touch points

• Limited understanding about customers who aren’t part of the loyalty program. These customers can account for about half an airline's customer base.

• Independent decision making within business units (based on data that resides in silos) resulting in sub-optimal decisions

• Ability to limit customer attrition driven by poor customer service

• Limitations in servicing customers effectively and difficulties in opening up cross-sell and up-sell opportunities

• Delays in business processes such as product launch, order fulfilment etc.

HCL’s “Integrated Customer Information Management” (ICIM) aims at centralizing customer data into an “enterprise wide customer database” by helping govern data, managing the data supply chain, fixing data quality issues and enabling data integration capabilities. By integrating disparate customer data spread across multiple systems, ICIM helps airlines store all relevant customer data in a centralized system offering a comprehensive view of customer information in real time driven by a SOA enabled architecture.

Every customer will be assigned a unique ID in the Enterprise Customer Database whether that customer is part of the loyalty program or not. This will enable identifying interactions for all customers not just those who are part of the Loyalty program. Assigning a unique ID also ensures that data from all systems for a customer can be identified easily in the Enterprise Customer Database.

• Create the “data organization” – ensuring that the right roles have been identified and defined and the right skill sets are made available to transform data into an asset for the organization

• Create a governance model for creation of standards and managing data assets. Governance model also defines roles and responsibilities between both IT and the business units

• Design and develop an ICIM roadmap to integrate silos of customer data spread across multiple systems

• Develop an enterprise data model which is a combination of industry best practices and customized based on the organization's objectives.

• Create logical data models and metadata definitions• Define authentication and authorization for data access and

security. This includes encryption of important data or row-level and column-level data security

• Improve data quality from the source to the centralized information database

• Data integrity - data is updated from each touch point at regular intervals using ESB. Web services transfer data and update the customer database in near real time. A batch ETL (Extract, Transform and Load) process updates data and makes suitable additions and corrections as needed. In addition, weekly data synchronization removes redundancy, updates reference and master data or captures changes from manual corrections

• Develop a cost effective operating model to implement the ICIM through the right frameworks, tools, methodologies and right shoring

TECHNOLOGY CHALLENGES

ICIM FOR AIRLINES - HCL SOLUTION METHODOLOGY

HCL’S INTEGRATED CUSTOMER INFORMATION MANAGEMENT

CUSTOMER DATA VIEW

BUSINESS CHALLENGES• Data is not a corporate priority resulting in increased pressure

on IT • Data resides in silos within multiple systems hindering the

ability to provide an integrated view of a customer's interactions

• Inaccurate and poor quality data – in many cases data is duplicated across multiple systems making it difficult for IT to provide top quality data to its customers

• Information changed in one system is not reflected automatically in other customer centric systems leading to increased data quality issues

• Data is shared across business units in tactical ways utilizing band-aid solutions - exporting data into spreadsheets for analysis or campaigns or by building one-off interfaces between specific systems. This results in:

- One time data exports that require manual analysis. This is not only time consuming but could also lead to inaccurate information

- One-time development of interfaces that cannot be easily replicated for other systems, leading to higher IT costs

INTEGRATED CUSTOMER INFORMATION PLATFORM

PLANNING

MULTIPLE AIRLINE CUSTOMER TOUCH POINTS

PRE-FLIGHTBOOKING BAGGAGEFLIGHTCHECK-IN POST FLIGHT

Common Data Model StandardsLogical Data DevelopmentBusiness GlossaryMetadata DefinitionData DictionaryData MappingMaster DataReference Data

EXECUTION MODELDATA OPERATIONS PLANNING

MID STREAM UNDERSTANDING THE DATA

Data OrganizationData GovernanceData StandardsData Groups / CouncilsRoles & ResponsibilitiesKPI’sData Assets Definition

UPSTREAM DEFINING THE NEED

Data Warehouse Design Data ProfilingData QualityReconciliationValidation and Exception ManagementTransformation and Enrichment

DOWN STREAM DATA ARCHITECTURE

VISION FOR CONSOLIDATED CUSTOMER DATA ACROSS AIRLINE SYSTEMS

TARGET OPERATING MODEL

PURCHASE HISTORY PAYMENTLOYALTY INFO BAGGAGE CROSS SELL CHECK IN DATA ON-BOARDCUSTOMER PROFILE

“AS-IS State”

RESERVATIONS KIOSKS

BAGGAGESYSTEM

LOYALTY

E-COMMERCE

CAMPAIGNMANAGEMENT

FLIGHTOPERATIONS

ICIM framework collects feeds from different systems and integrates them into a new 360 degree customer databasewhich tags every customer with a unique ID

“TO-BE State”

LOYALTY E-COMMERCECAMPAIGNMANAGEMENT

FLIGHTOPERATIONS

BAGGAGESYSTEM KIOSKSRESERVATIONS ANALYTICAL

DATAWAREHOUSE

ENTERPRISECUSTOMERDATABASE

ESB

ENTERPRISE SERVICE BUS

WHY HCL?

Hello, I’m from HCL! We work behind the scenes, helping our customers to shift paradigms and start revolutions. We use digital engineering to build superhuman capabilities. We make sure that the rate of progress far exceeds the price. And right now, 90,000 of us bright sparks are busy developing solutions for 500 customers in 31 countries across the world. How can I help you?www.hcltech.com

• HCL is a leading services provider for the travel and airlines industry globally, catering to 7 of the top 15 global airlines.

• Extensive experience in consulting engagements in defining data roadmaps and transforming data into an organizational asset. This includes implementation of large scale business intelligence (BI) competency centers in the offshore/ on site model for Fortune 500 companies.

• Industry specific process repositories, frameworks and accelerators for travel and airlines companies. This accelerates the realization of transformation goals and provides predictable outcomes

• Wide portfolio of readily deployable tools/ frameworks that ensures faster realization of objectives and returns. This includes the ICIM Operating Model, Data Health Assessment, Feeds Management Console, Lean Factory approach, Common Object Model for Feeds, ETL Monitoring Dashboard, Metadata Framework, MDx – Data Quality Life Cycle Tool etc.

BUSINESS BENEFITS1. Visibility into customer interactions that aren't part of the loyalty

program. Approximately half the customers of an airline do not belong to a loyalty program.

a By using the right data to understand these customers and their behaviors, airlines can convert them into members of the loyalty program and increase revenues.

b Improve service levels and increase customer satisfaction.

c By increasing the loyalty customer base, airlines can leverage higher rates for miles from partners, advertisements, and joint promotions.

d Use the consolidated customer information for more targeted cross-sell and up-sell strategies.

2. Consolidated view of customer interactions within the airline (Flight delays, mishandled baggage, on-board interactions etc.)

a Retain customers and reduce defection to competitors - By having the right information at all times, airlines can understand in real time about negative experiences at an airline’s touch point and take the necessary steps to prevent customer attrition.

b Build profiles of every customer by incorporating consolidated data that provides information about each customer across the multiple airline touch points – revenue, flight delays, baggage mishandling, and service provided.

c Higher ancillary revenues via targeted campaigns – by building detailed customer profiles from accurate and comprehensive data, airlines can ensure they are approaching the right customers with the right products and promotional offers.

3. Implement an enterprise wide operational (Airports and On-Board) CRM system that provides visibility into each and every customer to help provide exceptional and differentiated service.

a Build an accurate customer profile by leveraging vital information across touch points at airports and on-board the aircraft to help operational employees make customer related decisions. These could include upgrade decisions, cancellation/delay decisions, seat assignments, etc.

4. Real time cross sell - Ability to leverage customer data spread across systems, applications and channels in real time to enhance the targeting of offers to customers.

5. Reduction in IT costs (~15-30%) by eliminating the need for creation of one-time interfaces to integrate specific systems. In addition helps businesses make decisions quicker since they don't need to wait on IT to get access to such data.