Transforming Digital Commerce for a Major European Airline
The client is a leading carrier in the world's largest international aviation market and the premier European carrier across the North Atlantic, transporting more than 40 million passengers a year.Coforge has been the strategic Digital Transformation partner for the second-largest airline in the United Kingdom, based on fleet size and passengers carried. We have been supporting and enabling the digital channels to ensure that the airline can provide a seamless experience for their passengers. We have worked in the following business areas – Digital Commerce, Mobile, Loyalty, and Contact Center among others.
Improve sales through digital commerce, enhance digital presence
Improve Customer Service through a consistent omnichannel experience
Increase Ancillary Revenue through personalization
Enhance the mobile channel
Enabling Emotionally, Empathetic Customer Experiences by incorporating hyper-personalization and hyper-contextualization using an omnichannel approach
We have been involved with multiple initiatives like:
Defined the business and technology road map for omnichannel customer engagement
Providing and enabling new and additional functionality like:
Flight Selling - multicity, codeshare, fare classes,
Manage My Booking
Real-time APIs with multiple suppliers for Accommodation, Flight Bookings, Car Hire, Packages, Airport Parking, Payment Gateways, and more
Supporting loyalty by:
Enabling customers to maintain their individual/family account
Enabling customers to claim their miles on-line. (both on the concerned airline as well as partner airlines)
Enabling Airlines staff to discretionary enroll customers
Exposing various web services to external as well as internal applications.
Enabling the customer to redeem miles online
Ancillary enablement like Holidays, baggage, and Seat Assignment.
Time to time update of the online portal aligned with new features, content, and campaigns
Developed ‘Content Integrity’ and ‘Real-Time Interaction Management’ delivering personalized campaigns and content via the e-commerce portal and contact centers
At times of disruption, the website acts as a primary tool for communication with passengers in order to inform them of the latest updates as soon as updates are available from the operational team at airports.
Complex enhancements/changes to the website need to be done to ensure personalized campaigns are in place on time preventing delays and penalties.
Enabled the client to utilize the Pega Customer service framework to provide a single unified interface for customer service employees, addressing key customer service functions:
The application helps provide a personalized experience to its customers by anticipating the customer needs and automating and providing intelligent guidance at each step of customer interaction.
It enabled a 360 view of the customer, engaging all the channels - social, web, mobile, In-person, and phone.
This in turn helps identify the next best action and provide sales and service recommendations to the contact center/website and design personalized marketing campaigns.
Implementation of regulatory and compliance changes
Streamlined the business operations for the airline’s Holidays division which was using the merchandising platform to enable dynamic packaging.
Implemented state-of-the-art microservices architecture for the front-end channel site to further enhance its scalability and stability
Automation of build, testing, and deployment-related process
Implemented microservices Architecture pattern that gives the flexibility of scaling at the service level to address high volumes.
Followed IT security standards and guiding principle
Services are exposed to external channels via API gateway
Architecture followed open standards with wide industry Acceptance
Delivering more Value
Enabled the direct selling channels that generate over 4bn in annual revenue
Mobile booking gross revenue increased by 100% in 6 months timeframe after project deployment
No. of visits increased by 13% after the launch of mobile web
30% increase in bookings via the mobile channel and a 60% increase in mobile check-ins