Transforming Digital Commerce for a Major European Airline​ 

About the client

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. ​ 

Business Challenge:

  • 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​ 

Our Solution

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 ​ 
  • Launched Responsive site using Team Site/Live Site (CMS), XSLT, HTML5, CSS3, JQuery, JavaScript, JSP technologies which was optimized across smartphones and tablets​ 
  • 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​ 
    •  Check-in​ 
    • Flight Information​ 
    • Destination guides​ 
  • 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​ 



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