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Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 1 Airline Customer Experience and Passenger Data Management Vijay V Anand Senior Director.

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Presentation on theme: "Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 1 Airline Customer Experience and Passenger Data Management Vijay V Anand Senior Director."— Presentation transcript:

1 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 1 Airline Customer Experience and Passenger Data Management Vijay V Anand Senior Director & Global Lead Travel, Transportation & Logistics Industries Xiang Cai Principal Member - Development

2 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 2 The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracles products remains at the sole discretion of Oracle.

3 Agenda Introductions Customer Experience in the Airline Industry Oracle Customer Experience Management Solution Solution Overview Passenger Data Management and Oracle Airline Data Model Summary and next actions

4 Oracle Leadership Position in Travel and Transportation Industries MTRC BNSF Network Rail Rail / Metro CSX MetroRail EuroStar Heathrow Express SNCF Hanjin Shipping CMA CGM Shipping Lines SinoTrans Maersk CSAV Finnlines Mitsui APL NOL Asciano Sokhna Port DP World (Dubai) Hutchison Ports Holdings PSA Corp Ports PTP Jurong Port ECT Qantas Airlines Dragon Air SAS Korean Air Cathay Pacific Air India APL Logistics DHL Exel Toll Logistics LSPs MILS BAX K&N Schipol Airports Thailand BAA Vancover Hong Kong Hilton Wynn Resorts Hospitality Taj Hotels Hyatt Chengdu CONFIDENTIAL: All capabilities and dates are for planning purposes only and may not be used in any contract 4

5 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 5 Key Business Processes In the Airline Industry

6 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 6 Agenda Introductions Customer Experience in the Airline Industry Oracle Customer Experience Management Solution Solution Overview Passenger Data Management and Oracle Airline Data Model Summary and next actions

7 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 7 What Defines A Great Customer Experience ? Recognition Consistent Experience Connected Interactions Personalized Journey Delightful Service Rewarding Relationship

8 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 8 UPSELLING AND ANCILLARY REVENUE

9 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 9 CUSTOMER INFORMATION AT ALL TOUCH POINTS

10 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 10 Frustrated Customers Lead to Lost Revenue, Loyalty and Share of Wallet Percentage of customers dissatisfied with cross-channel experience 1 Percentage of multi-channel customers that switch vendors after a single bad experience CUSTOMER FRUSTRATION LOST REVENUE Revenue lost by enterprises in 16 key global economies due to customer defections and abandoned purchases 2 SPEED IN ACCESSING AND DEALING WITH INFORMATION IS CRUCIAL

11 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 11 Social is Not Optional

12 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 12 UNHAPPY CUSTOMERS TELL OTHERS UNITED BREAKS GUITARS CASE When United Airlines denied claim for broken guitar, musician tells his story on YouTube. The companys stock dropped 10% within 4 days of the music video posting. Today, this video has been viewed over 11 million times.

13 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 13 CREATING GREAT EXPERIENCES IS THE IMPERATIVE AIRLINE PORTAL TRAVEL AGENCY PORTAL AIRLINE TICKET OFFICE RESERVATIONS WEB MOBILE SOCIAL KIOSKS know me, and wow me understand me, and reward me meet me, and engage me delight me, and serve me

14 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 14 Enhancing the Customer Experience is the Top Priority For Airlines Improving the customer experience is the key focus for airlines as they track data to understand customer segments and preferences while looking for ways to add value beyond the customer journey Airlines want to improve the customer experience, but this is still very much a work in progress as airlines work to identify touchpoints, identify improvements, and implement their improvements Passenger data will play a central role in enhancing the customer experience --- to personalize and differentiate the customer experience, airlines need to empower employees with knowledge of the passenger at each touch point. Source: Airline Information Survey 2011

15 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 15 Agenda Introductions Customer Experience in the Airline Industry Oracle Customer Experience Management Solution Solution Overview Passenger Data Management and Oracle Airline Data Model Summary and next actions

16 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 16 Airline Customer Experience Solution Framework Customer Engagement Customer Lifecycle Management Passenger Data Management Travel Agencies Reservations

17 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 17 Customer Data Management Social Networks Customer Service Reservations Ticket Counter ShoppingExperienceShoppingExperienceBookingExperienceBookingExperienceIn-FlightExperienceIn-FlightExperiencePre-flightExperiencePre-flightExperienceServiceExperienceServiceExperience SearchExperienceSearchExperience Social Experience Airline Portal Kiosk Smart Phone Agency Portal Tablet GDS PSS Transactional DB Customer Engagement SOA/ESB/Middleware Loyalty Customer Hub Customer Hub Oracle Airline Data Model Historical Enterprise DW and Pre-built Analytics Operational Data Store on Exadata Passenger Data Management Airline Customer Experience Management Functional Architecture MarketingMarketingSalesSales Call Center ServiceServiceLoyaltyManagementLoyaltyManagement LoyaltyAnalyticsLoyaltyAnalytics Customer Lifecycle Management Post-Flight Delight SOA/ESB/Middleware In-Flight Pre-Flight Buy Shop Mobile Experience

18 Passenger Data Management Social Networks Customer Service Reservations Ticket Counter Commerce(ATG)Commerce(ATG) Web Center/Fatwire Knowledge Management (Inquira) (Inquira) Real-timeDecisionsReal-timeDecisions RightNowRightNow Airline Portal Kiosk Smart Phone Agency Portal Tablet GDS PSS Transactional DB Customer Engagement SOA/ESB/Middleware Loyalty Customer Hub Customer Hub Oracle Airline Data Model Historical Enterprise DW and Pre-built Analytics Operational Data Store on Exadata Passenger Data Management Airline Customer Experience Management Architecture SiebelMarketingSiebelMarketingSiebelSalesSiebelSalesSiebel Call Center Siebel SiebelServiceSiebelServiceSiebelLoyaltySiebelLoyalty LoyaltyAnalyticsLoyaltyAnalytics Post-Flight Delight SOA/ESB/Middleware In-Flight Pre-Flight Buy Shop Mobility(ADF)Mobility(ADF) RightNowRightNow Customer Lifecycle Management Social Relationship Management Social Commerce(Endeca)Commerce(Endeca)

19 © 2013 Oracle Corporation – Proprietary and Confidential Airline Customer Experience - Video

20 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 20 Agenda Introductions Customer Experience in the Airline Industry Oracle Customer Experience Management Solution Solution Overview Passenger Data Management and Oracle Airline Data Model Summary and next actions

21 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 21 Passenger Data Management Airlines Data Model Exadata Business Intelligence

22 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 22 Industry-standard compliant based Enterprise- wide Data Model – Over 370+ tables and 8500+ columns – Over 250+ industry measures and KPIs Contains Logical and Physical Data Models Third Normal Atomic, Dimensional Schema Industry specific Airlines Measures and KPI Pre-built OLAP cubes, Mining Models & Reports Automatic Data Movement Among Layers Extensive business intelligence metadata Easily extensible and customizable Usable within any GDS, DCS Applications Central repository for atomic level data Complete metadata (end-to-end) Rapid implementation Oracle Airline Data Model More Than Just a Data Model Foundation Layer Analytic Layer Presentation Layer Oracle Airline Data Model Derived Tables

23 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 23 Where OADM Fits In the Data Warehouse (DWH) Reference Architecture OADM

24 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 24 Oracle Airline Data Model Foundation Layer Oracle Airline Data Model Information Access Analytic Layer Foundation Layer

25 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 25 Foundation Layer Third Normal Form (3NF) Stores data at lowest level of granularity; detailed record of each transaction Maintained in a third normal form (3NF) model / schema Eliminates data redundancy through normalization Stores data in business neutral model; eliminates need for data restructuring as the business evolves

26 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 26 Oracle Airline Data Model Analytic Layer Oracle Airline Data Model Information Access Analytic Layer Foundation Layer

27 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 27 Analytic Layer Star Schemas, OLAP Cubes, Materialized Views Abstraction layer to simplify analytical access; consists of aggregates, summaries, hierarchical relationships, etc. Subject oriented representation of data Composed of OLAP cubes, star schemas, materialized views, etc. Easily understood by end-users; simpler to navigate Populated via intra-ETL process from data in the Foundation Data Layer (FDL)

28 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 28 Oracle Airline Data Model Information Access Layer Oracle Airline Data Model Information Access Analytic Layer Foundation Layer

29 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 29 Interactive Dashboards and Reports Empowering End Users Analyze Current Passenger Bookings Example Analyses: Using Pre-built Analytics Forecast Passenger Volumes Revenue Dashboard Analyze Sales/Flown Revenue

30 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 30 Populating OADM Tables Automating Data Movement with Pre-built ETL Source ETL (data quality/cleansing, staging interface) Oracle Airline Data Model Reference BaseLookup Derived Aggregate Derived Intra-ETL Aggregate Intra-ETL Source Applications Two types of ETL operations used to populate OADM tables – Source ETL – populates base, reference and lookup tables – Intra-ETL – populates derived and aggregate tables; automates data movement Prebuilt Intra-ETL scripts available with OADM – Developed using PL/SQL Minimizes ETL development effort; saving time and costs

31 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 31 Optimized for Oracle DB Technology Enabling Maximum Performance & Scalability Partitioning Base and derived tables all partitioned by default Also aggregate materialized views corresponding to base Compression Used for all base, derived and aggregates tables Significantly reduces disk utilization Improves large data movement performance Parallel Execution Parallel query and parallel DML features leveraged by all base, derived and aggregate tables Materialized Views All aggregate tables are either MV or its derivatives Partition change tracking supports fast refresh of MV Intra-ETL Utilizes pipeline function for in-memory processing Data Warehousing Analytical Preparation OLAP Data Mining

32 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 32 Oracle Airline Data Model Major Business Areas Overview BookingCheck-InFlightCarrierSegmentRevenueTicketingLoyalty OADM is meant to enable the business to answer 3 basic questions: What happened? Why did it happen? What will happen?

33 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 33 Core Entities Foundation used by all industries Airline specific entities A Modular Logical Data Model Foundation Oracle Airline Data Model Logical Data Model Define your own scope for implementation – Implement in phases as needed – Implement directly with minor modifications – Implement during data mart/DW consolidation – Use as a corporate data architecture guide – Extend with new LoB from merger & acquisition or Your Own

34 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 34 Oracle Airline Data Model Foundation Layer Booking Check-in PNR Coupon Ticket Traffic Flight Segment PAX DOCO/ CA/CS Call Center Loyalty Carrier Revenue Calendar

35 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 35 Oracle Airline Data Model Conceptual Model

36 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 36 Oracle Airline Data Model Cross-Functional Data Models Reference Base (3NF) Aggregations Derivations / Data Mining / OLAP BookingTicketingCheck-InFlightCarrierSegmentLoyaltyRevenue Traffic Category: Traffic Category IATA Levels Geo Area Name Market Area Name Calculation Year Calculation Month Segment: Segment Type Board Point and Off Point Airport Name Board Point and Off Point City Region Country Continent Booking & Service Class: Booking Class Service Class Carrier Code Effective Dates Status Airport Codes: Airport Code City Code Geo Hierarchy City Region Country Continent Carrier: Carrier Code Description Carrier Type Legal Name Trading Name Address Status Frequent Flyer: Frequent Flyer No. Card Carrier Airline Member Level Alliance Member Level Gender Date of Birth Address Location Flight: Flight Number Flight Type Code Share Type Carrier Code Flight Status Booking Office: Booking Office Code City Code Country Code IATA Code Channel Type Office Type Agent Chain Status

37 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 37 Reference Base (3NF) Aggregations Derivations / Data Mining / OLAP BookingCheck-inFlightSegmentLoyaltyTicketingRevenueCarrier PNR: Type Purge Date Group Name Journey Origin/Destination/Return Point Agent Frequent Flier Number GDS Ticket: Primary Number Agent Currency Total Amount Issue Date Creation Date Tax, Payment and Service Fee Booking: Operating and Marketing Flight Agent Class Origin-Destination Frequent Flier Group Seat Details and Preferences Special Requests Check-in: Carrier Check-In Channel Agent Airport Segment Boarding Status Baggage Status Coupon: Coupon Number Origin-Destination Agent Ticket Number Coupon Amount Currency Details Flight Details PAX/DOCO/CA/CS: Passenger Nationality Address Travel Doc Type Issue Country Expiry Date Doc Number Gender DOB Passport Hold Indicator Booking TST: Transitional Store Ticket No. Origin Destination Ticket Type Fare Calculation Model Flight Schedule: Flight Date. Flight No. Flight Carrier Code Segment ID LEG ID LEG Aircraft Configuration Code Total Saleable Capacity Nautical Miles Oracle Airline Data Model Cross-Functional Data Models BookingTicketingCheck-InFlightCarrierSegmentLoyaltyRevenue

38 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 38 Copyright © 2009, Oracle and / or its affiliates. All rights reserved. Reference Base (3NF) Aggregations Derivations / Data Mining / OLAP Booking: Booking Count by Time, Geography, Segment Booking Count by Channel, Agent, PNR Type, Class Average Fair Booking Status Change Trends – Load, Fair, Season Customer Interaction: Onboard Service Satisfaction Rate Ground Service Satisfaction Rate Customer Complain Call Center Average waiting time Agent Fraud Analysis: Channel Identification Agent Fraud patterns Duplicate booking Speculative bookings Duplicate ticket numbers Revenue loss Cancellation Fee Unused inventory Revenue: Issued and Flown Rev. Maximization by Optimization (dimensions) Agent Channel Corporate and Individual Frequent Flyer OD Special service revenue Check-in: Total Check in Count Total Group Baggage Count Total Check in Passenger by Passenger Type Total Baggage Count Total Boarded Count No-Show Rate Load Factor Frequent Flyer: Loyalty Program Performance Earn/Burn Ratio Partner Performance (Airline and Non-Airline) Tier Movements Promotions Member Churn Analysis Revenue and Liability Analysis Oracle Airline Data Model Cross-Functional Data Models BookingTicketingCheck-InFlightCarrierSegmentLoyaltyRevenue

39 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 39 Copyright © 2009, Oracle and / or its affiliates. All rights reserved. Reference Base (3NF) Aggregations Derivations / Data Mining / OLAP Data Mining: Frequent Flyer Passenger Profiling Non- Frequent Flyer Passenger Profiling Customer Segment Customer Loyalty Classification Targeted Promotion Customer Life Time Value Analysis Frequent Flyer Passenger Prediction OLAP: Booking Count Time Series Analysis (YoY, MoM, Percent Change) Booking Office Ranking Sales Channel Sharing and Ranking Segment Ranking Passenger Feedback Reports Current FF Base Materialization Reports Seasonal Trend Report ASK Time Series Forecast Route Passenger Count Time Series Forecast Call Center Sales Performance Time Series Analysis Customer Satisfaction Growth Trend Sales/Flown Revenue Growth Trend Oracle Airline Data Model Cross-Functional Data Models BookingTicketingCheck-InFlightCarrierSegmentLoyaltyRevenue

40 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 40 Faster Time-to-Value Simplified Deployment, Predictable Cost Build from Scratch Approach Weeks or Months Months or Years Sizing and Configuration Define Metrics & Dashboards Training & Roll-out Data Integration Sizing and Configuration Analysis and Design Define Metrics/Dashboards Analysis and Design Training & Roll-out Oracle Airline Data Model

41 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 41 Extension to data model Relational interface 3NF, Lookup interface mapping extension Workflow extension Extending sample Connectors Extensions to data model Extensions to STAR, OLAP, & mining models (or create new) Reports, Dashboards Intra-ETL extensions Workflow extensions LDM, PDM (3NF, STAR) Pre-built OLAP cubes Pre-built Mining models Intra-ETL among schema Intra ETL for OLAP & mining workflow Base, Reference, Lookup Aggregate & Derived Sample OBIEE metadata Sample OBIEE Dashboards & Reports Sample interface mapping Sample source system connectors Source system ETL Architecture Staging (one or more) Cleansing MDM integration Connectors development BI & Dashboards Defining roles Development of role- based Dashboards Customization/creation of - sample reports - OLAP models - Mining models Defining KPIs, thresholds, and alerts Guided analytics Closing the loop with source Customer, SI, Partner Develop/Extend Typical OADM Implementation Out-of-the-Box Functionality Reduces Cost and Implementation Time Oracle Airline Data Model Customer, SI, Partner Develop/Extend Out-of-the-Box

42 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 42 Airline Customer Experience - Demo

43 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 43 Agenda Introductions Customer Experience in the Airline Industry Oracle Customer Experience Management Solution Solution Overview Passenger Data Management and Oracle Airline Data Model Summary and next actions

44 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 44 INDIVIDUALIZED SITES GUIDED COMMERCE PERSONAL SERVICE Builds on CRM Investments Best-In-Class Industry Apps Best-In-Class Customer Apps Complete ONLY ORACLE DELIVERS THE COMPLETE EXPERIENCE LOYALTY & UPGRADES CUSTOMER DATA CUSTOMER INSIGHTS ORDER MANAGEMENT SERVICE MANAGEMENT ADVANCED SERVICE BILLING AND PAYMENTS NEXT BEST ACTION INTUITIVE SEARCH DEEP KNOWLEDGE TARGETED COMMUNICATION meet me, and engage delight me, and serve me understand me, and reward me know me, and wow me

45 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 45

46 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 46


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