For work, Henry books four

New York to San Diego

domestic flights through his

company’s travel agent. He also

books a business class return

flight to Beijing for a week of

meetings. Since these flights

have been booked through a

travel agency and with no

Frequent Flyer number

supplied, the customer

analytics team flags this in real

time based on a next best

action-defined algorithm for

identifying potential high value

customers.

An e-mail is sent to Henry

prompting him to join the Airline

Rewards Program and claim points

for the previous flights. He is

presented with a customized fast

track status challenge and a guest

lounge pass for his next trip.

Henry visits the lounge by scanning his

guest voucher at the Automated Entry

Reader, and the customer service team is

alerted that he is a first-time high value

customer. As he enters the lounge, a

customer service attendant greets him,

introduces the lounge facilities, and asks

if he’d like some help completing his

Rewards Program membership

application on his iPad. The attendant

reminds Henry that he can download the

mobile app to receive additional services

such as flight updates, baggage tracking

and managing his bookings.

When Henry takes his seat on his JFK-SAN flight, the seatback screen displays a welcome message,

as well as an advertisement about D Drive – the airline’s unique partnership with Uber. He can book a

car from the seatback screen to meet / take him to any of his upcoming flights. While browsing the

digital content on the plane’s Wi-Fi network, Henry books D Drive to meet his flight when it lands in

San Diego - he knows this will save him the time and hassle of a taxi line. On arrival at San Diego,

Henry gets a push notification, confirming his car registration number and is guided to the location of

his booked car.

On the way back from one of his San

Diego business trips, there is a 3 hour

delay for Henry’s flight; The airline

checks alternate flight options as well as

capacity in its San Diego Rewards Club

Lounges and automatically determines

that Henry can be offered

complimentary lounge access or a free

flight change. As Henry has now

downloaded the mobile app – the offer is

sent to his phone. He opts to go to the

lounge to catch up on some work and

the airline immediately sends Henry a

pass he can scan for entry into the club.

Henry completes the first 2

of his JFK-SAN business trips,

and has been elevated to a

higher tier status.

Henry’s wedding anniversary

is approaching, but he is unsure of

what gift Winny would love most,

especially now that they are living

abroad. The airline offers last

minute auctions for its unsold

seats to its Frequent Flyers.

Knowing that Henry has taken few

domestic trips for leisure, he is

alerted to bid on an all-inclusive

vacation to the Napa Valley,

complete with preferred service

to Santa Rosa Airport. Henry wins

the auction and selects the ideal

weekend for their trip.

On the morning of the flight, Henry checks in Winny and himself

for their STS trip via his mobile app. The digital boarding passes are

automatically sent to to Henry’s phone. Using IBM’s Presence Zone

location sensing technology, a concierge agent in the lounge is able

to locate Henry to offer useful information for their trip to SFO and

help them make a twilight winery tour and dinner booking at one of

the wineries for that evening. The concierge records his wine

preferences in his profile for customized luxury bar offers during

future lounge visits.

Over the weekend away, Henry tweets a photo of him and Winny at

a winery in Napa Valley. Airline monitors social media brand

sentiment, picks this up and asks Henry for permission to feature this

photo as the Facebook Frequent Flyer "Photo of the Week".

The following week,

recognizing that Henry is

interested in wines and

recently visited Napa Valley, he

is sent an email with a selection

of Californian wines, including

suggestions from the wineries

they had visited. The

personalized message lets

Henry know that he can earn

points on his

purchases and use his miles to

purchase the wine.

The airline knows that there is an under-

representation of business travelers that travel

with them for leisure. Henry is likely to fall into

this group and therefore is more price-conscious

when travelling with the family. Henry is

organizing a family holiday back to China to visit

relatives and first searches the online website.

Just like the mobile site, the website remembers

Henry and prompts him to login. Henry searches

for JFK-PEK flights for two adults and two

children, but does not complete the purchase.

The following day, Henry is sent a

notification explaining the Junior

Medallion program and its benefits

– including using his points to

reduce the cost of the fare. Henry

books using points + cash.

During the flight, Winny browses the in-flight duty free digital

catalog that has been tailored to Winny's demographic segment

choices. She purchases a bottle of her favorite perfume, and is

presented with the option of either picking it up at the airport when

the family returns to JFK, or having it delivered to their home after

their trip. Winny is able to do this on her own iPad – the lounge

attendant showed her how to use the in-flight app prior to the

flight. Exploring her app, Winny also notices a message about the

airline’s partnership with Whole Foods. She makes a note to order

some groceries on the return flight, which will be delivered to their

door when the family gets home.

On arrival

in Beijing,

Henry receives a

message on his

mobile phone,

welcoming him

back to China and

notifying him which

baggage carousel

will have the

family’s bags.

While at the airport, Henry is sent a notification

letting him know that he can bring his entire party

of four (two adults + two kids) to the lounge, and

that the kids can enjoy the Xbox in the kids' area

while he and his wife unwind before the flight.

Henry updates his status on Facebook, “At JFK

lounge with family heading home, while the kids

are having a great time with the Xbox in the

lounge. Best way to travel!”

Henry

OK, thanks Henry. We will send

you a complimentary lounge pass

in a moment.

A confirmation email is sent within seconds,

including tips for flying with kids, and

instructions on how he and Winny can preselect

the media their children will have access to

during the flight. Winny joins the Rewards Club

and downloads the airline’s mobile app. On

entering JFK, Winny gets a welcome message

via her app and is updated on airport services,

facility locations and some of the listed retail

outlets with special Rewards Club specials she

may want to visit. Winny is also notified that

the estimated wait time through security will be

25 minutes and she should go to customs within

the next 30 minutes to make their flight.

Becoming customer-centric

means looking at an enterprise

from the outside-in rather than the

inside out – that is, through the

lens of the customer

73% of travel industry CEOs say

understanding individual customer

needs better is among the most

important changes needed in the next

three to five years.

With digital technology, it’s now

possible to have a one-on-one

relationship with every consumer

in the world. The more intimate

the relationship, the more

indispensable it becomes.

Travel outperformers strongly

differentiate in data access, insight,

and translation into action.

Loyalty is not about discounts

points or coupons. Personalized

recommendations can improve

overall e-commerce sales

by 5-15%.

Gartner found that Precision

Marketing gained five times the

response rate of non-timed mass-

marketing campaigns.

Studies show that most mobile

device users keep their phones

within arm’s reach over 90% of

waking hours.

61% of consumers desire

interaction through the mobile

channel.

91% of American adults now own a

cell phone. There are now more

mobile devices in the United States

than there are people.

29% of Americans say their phone is

the first and last thing they look at

every single day. 15% of mobile

internet time is spent on social

networking sites.

Henry

Engage

to CREATE VALUEPersonalization to

demonstrate RELEVANCEBuilding

a lifelong RELATIONSHIP

New York to Beijing - Flight 0424

Multi-Channel

Service PlatformReal-Time

Personalization

Mobile

Customer

Engagement

Omni-Channel

Marketing

Digital

Marketing

Enabling

CapabilitiesCustomer

Analytics