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OUR NEW COMPETITION IS 25 YEARS OLD
HAD THEIR DISRUPTIVE IDEA YESTERDAY
AND WILL BE IN MARKET THIS TIME NEXT YEAR
60%-90% of ideas do not improve the metrics they were intended to improve
“The days of knowing what the customer wants
are over, we’re in the days of experimenting!”
Digital Journeys Key features delivered in 2016
Retailing
• Booking flow improvements • Seat sales in the booking process in more
markets (Inter CL & PE, Dom PE)• New Booking flow 2nd step in EC one way
• LATAM.com mobile booking process launched in US (on top of BR). CL in October
• Cabin upgrade bidding at check-in implemented in ~30 O&Ds
Booking Management/ Transversal
• Ticket changes for staff travel• Ticket changes in CL (60% coverage)• Flight options and prices for ticket changes
(all POS)• New brand implementation• Unified single website in each POS
• New unified log-in• All core applications now meet
accessibility requirements (seat sale still pending).
• New “My Trips” feature displaying all LATAM bookings (10% of customers have cross-airline bookings)
Day of Travel
• Cross-airline check-in• Increased coverage for Self-protection
(connections and cancelled flights)• Cross-airline UPG with coupons• Earlier flight
• Mobile check-in improvements • Flight status: Increased coverage (JJ
codeshared flights)• Flight status: Live Chat in English and
Portuguese.
In 2016, we continued to invest in our top priorities and made relevant progress in supporting our strategy
JJ flights only LA flights only
Strong customer reviews on the App stores
Promedio de ratings histórico
iOS 4.0 3.5 3.0 2.5 1.5 2.0 2.0 - 3.5 2.0 4.0 4.0
Android 4.1 3.7 4.4 3.6 3.4 3.4 4.0 - 3.8 3.1 4.4 4.2
BRSSC
LATAM LATINOAMÉRICA EUROPA Y USA
n= 13.985 8.764 26.250 9.501 8.891 1729 283 - 23223 3.152 95.620 17.493
Deploying code to production frequently is key!
2015 TODAY
2 times a day
50 times a day
Once every 11,5 seconds
Once every 20 days
1,5 times a day (on some teams, others still need more work)
De “Waterfall” ... ... a Agile
“I want to select a new flight when my original
flight is delayed or canceled”
Elegible? Identificar vuelos
alternativos
Mostrar todos los vuelos
posibles
Seleccionar nuevo vuelo
Confirmar el cambio
First customer
facing solution 4 or more
incremental deliveries
Identificar clientes elegibles, ofrecer
llamado al Call Center
Mostrar alternativas de vuelo, ofrecer llamado al Call
Center
Permitir selección de
nuevo vuelo y ofrecer live chat
Permitir a clientes cambiar su vuelo
online por completo
May FebNovJul Sep
AgileAn organization-wide new way of delivering customer facing changes
“I want to select a new flight when my original
flight is delayed or canceled”