by Deepak Khosla, President – Asia/ NZ NIIT Technologies
THE global aviation sector keeps going through highs and lows on the back of fluctuations in fuel prices, demand from emerging economies, addition of new lowcost carriers, and above all the changing dynamics of the travellers.
It is increasingly becoming important for airlines to understand that their relationship with the customer is not limited to just the flight experience but extends beyond. The need for tracking the entire lifecycle of a traveller and create novel ways for engagement is vital. Creating favorable moments of truth from the planning and booking process, to transit and airport experiences, right through to time spent in the air and finally, at the destination is the way to go today. Against this backdrop, customer experience is emerging as a key differentiator for the industry, helping define a brand and moving it ahead of the competition.
STAYING AHEAD OR PLAYING CATCH-UP?
With growing competition and, above all, the rise of the connected traveller, airline travel industry is increasingly focusing on an enhanced experience to drive revenue. These days, customers look to brands for rich experiences as well as delightful associations – be it in transit, at the airport, or in-flight. At the heart of the industry narrative is the always-connected traveller, who is internet-enabled across every leg of the journey. The connected flyer loves to stay in touch and stay in charge at every step of what is considered “an experiential journey.” The keywords are choice, staying in control, and convenience. And as far as airports and airlines are concerned, ensuring all three is a daunting task.
TECHNOLOGY IS SCRIPTING THE “CONNECTED TRAVELLER” PLAY
The prime mover and often the unseen hand in terms of enabling the connected experience is, of course, technology. Today’s travellers move between multiple devices to accomplish their goals, and the smartphone is the most common starting place for all online activities. Users no longer fall into neat categories of smartphone, tablet or laptop users. Smartphones are most ubiquitous for mobile needs; location-specific searches, account access and time-sensitive transactions. Airlines must therefore create a rich digital experience through responsive websites that work across devices, letting passengers discover what’s new in addition to doing their bookings.
Users now conduct transactions in segments with the ability to save their status and pick up and carry on with transactions on any platform. The user experience must be at the center of all mobile first decisions and initiatives.
For instance, apart from booking flights, many flyers want to be able to top up their baggage allowance, as well as check in and select their seat via a mobile app. They also crave the add-ons like adding a chauffeur option or upgrading their travel class. This requires a rejig of their existing mobile applications.
Essentially, the nexus of mobile computing, social, data analytics and cloud is helping to bring the one-touch experience that discerning flyers demand. Delivering personalised gifts, like a movie ticket or discount coupon at some point during the journey (airport, in transit, or in-flight) can move the needle of customer delight noticeably.
Meanwhile, there is a quiet revolution brewing, now that an entire range of devices have been implanted with smart sensors. From interactive luggage labels that keep vigil over your luggage wherever it is on this planet to blankets that take stock of your wellbeing. These connected devices can move millions of pieces of data to cloud-based data centers, where predictive analytics tools ‘crunch’ them to give a deeper and more accurate understanding of passenger behaviour. Likewise, analytics can cull insights from zettabytes of mashed-up data from multiple sources: emails, chat, online feedback, call records, and social media posts, and log files. Hugely aided by analytics, airlines are providing travellers with better offers and improving the customer experience overall to reduce the churn.
Through highly personalised services and targeted offerings, a few airlines have shown it is still possible to stay profitable amidst the entire clamour for customer attention. With the likes of Qantas and Air New Zealand soaring back into profit in recent times, there is clearly an opportunity for airports and airlines to do the new and pep up their image, which, in turn, will help them stand out from the crowd of “me-too” players.
