BOF APAC 2011: Amadeus Ideation Platform
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Transcript of BOF APAC 2011: Amadeus Ideation Platform
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Benjamin Hamilton
April 2011
Amadeus
“Innovation & Ideation Platform”
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Brighter, Bolder, BetterWho am I?
Benjamin Hamilton
6 months in Amadeus Asia (Bangkok – Thailand) taking care of Innovation &
Quality, previously have worked with some leaders in the industry including IBM,
SUN, ANZ Bank, Telstra, Rio Tinto, K.C.I, Citibank and GE Money Corporate.
Has innovation been present within Amadeus?
1. YES
2. Innovation has always been present within Amadeus, we used to call it change,
change management, new products & services. The only difference is – we are
trying to define it more, find the common language, better formalize and leverage
our internal regional innovation management capabilities now. And I am honoured
to talk to you about it today.
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Brighter, Bolder, BetterDo we have innovative products?
YES – We do have many innovative products. And we do have wonderful people that
foster and manage them with Mind 2 Market and Time 2 Market.
Reservation, Departure Control, Inventory, e-
Commerce etc.
Example
1. Amadeus SMS Solution (Flight Notification)
1. Once upon a time in China - 2010, China airline moved its flight 2 hrs
early and caused many passengers missed their flight. China airline
speaker blamed the travel agent by saying “We have informed the travel
agent”. In other words, drop the ball in the Travel Agent court.
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Booking Airline
System
Travel agent created a Booking
Status = Confirmed
Airline changed flight status
e.g. Cancelled
Booking
Booking is put into
the corresponding
queue
Queue 1
Queue 2
Queue N
1 2
3
If change takes place during non-
working hours, agent might not be
aware and take action in time
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Customer Impact:
• Additional cost
(new itinerary)
• Damages
TA Impact:
• Customer Complaints
• Additional effort & cost
to monitor
Flight Notification – 2010
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1. Well today, we have a solid solution and able to monitor booking status
changes “SMS Solution- Flight notification”
1. Automatic SMS, e-Ticket and flight status to TA / T
Flight Notification – 2011 (TODAY)
Benefits:
1. Increase traveller's satisfaction
2. Deliver premium service at optimal time & cost
3. Save 200* hrs/year for each TA in queue monitoring
Q1:Cancellation
Q2: Confirm from Waitlist
Q4: …………..
Q3: …………..
Q7: Schedule Change
Flight Notification
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Am
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Brighter, Bolder, BetterWhy did Amadeus start “Ideation Platform”?
New idea did not receive any traction
Amadeus wanted;
To be known as Magnanimous & Thought leader
People to speak up
To improve the quality of services, products,
processes and people’s lives
To support & increase the value offered to travel
agencies and airline companies.
Amadeus strategy is to move to “Agility”, “Innovation” and
“Customer Focus”
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What have we done?
1. Conducted a series of workshop;
1. Innovation Management Concepts & Practices
2. Practical approach to creativity & Innovation
3. Creative thinking techniques & Shift perspective
4. Overcoming the most common barriers to creativity, etc.
2. We selected Brightidea’s Ideation management tool as an enabler, a tool to
facilitate the capture, the ranking and the approval of ideas. And we called it
“Idea Farm”.
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100+ IDEAS submitted
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Innovation Committee
Steering Committee
Evaluation Process & MethodologyUtilize a Six Sigma methodology that rates Impact,
Revenue, and Risk
1.Standard Evaluation Criteria
1. Distinctiveness
2. Feasibility
3. Opportunity
4. Organizational & People Impact
5. Market Impact
6. Customer Impact
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Challenges
Keeping the idea pipeline
1. Improving communication with staff community
2. Develop ways to stimulate creative thinking
Culture drives Innovation
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Brighter, Bolder, Better,
Thank You