Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 1 Airline Customer Experience...

Copyright © 2012, Oracle and/or its affiliates. All rights reserved.1

Airline Customer Experience and Passenger Data Management

Vijay V AnandSenior Director & Global LeadTravel, Transportation & Logistics Industries

Xiang CaiPrincipal Member - Development


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 Oracle’s products remains at the sole discretion of Oracle.

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

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


Key Business Processes In the Airline Industry


Agenda

• Introductions







What Defines A Great Customer Experience ?

Recognition

Consistent Experience

Connected Interactions

Personalized Journey

Delightful Service

Rewarding Relationship


UPSELLINGAND ANCILLARYREVENUE


CUSTOMER INFORMATION AT ALL TOUCH POINTS


Frustrated Customers Lead to Lost Revenue, Loyalty and Share of Wallet

50%Percentage of customers dissatisfied with cross-channel experience1

Percentage of multi-channel customers that switch vendors after a single bad experience

CUSTOMER FRUSTRATION

LOST REVENUE

$338 BillionRevenue lost by enterprises in 16 key global economies due to customer defections and abandoned purchases 2

59% SPEED IN ACCESSING AND DEALING WITH INFORMATION IS CRUCIAL


Social is Not Optional


UNHAPPY CUSTOMERS TELL OTHERS

“UNITED BREAKS GUITARS” CASE

• When United Airlines denied claim for broken guitar, musician tells his story on YouTube.

• The company’s stock dropped 10% within 4 days of the music video posting.

• Today, this video has been viewed over 11 million times.

http://www.youtube.com/watch?v=5YGc4zOqozo


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”


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 Source: Airline Information Survey 2011

Yes but we have not yet_x000d_implemented any_x000d_

improvements

Yes but we have identified_x000d_the touchpoints

No but we are planning to

No and we don't plan to

26.7%

50.0%

23.3%

0.0%

Progress Made on Top Priorities

Improving the customer experience

Increasing revenue from the sale of _x000d_ancillary products

Increasing revenue from selling _x000d_more tickets (of the core product)

Reducing the miles/point liability

Reducing the cost of providing _x000d_customer support

86.7%

56.7%

60.0%

23.3%

36.7%

Top Airline Priorities for 2011


Agenda

• Introductions







Airline Customer Experience Solution Framework

S O CI A L

Customer Engagement

Customer Lifecycle Management

Passenger Data Management

I N SI G H T

Travel Agencies Reservations


Customer

Data

Management

Social

NetworksCustomer

ServiceReservations

Ticket

Counter

Shopping

Experience

Booking

Experience

In-Flight

Experience

Pre-flight

Experience

Service

ExperienceSearch

ExperienceSocial

Experience

Airline

PortalKiosk

Smart

PhoneAgency

PortalTablet

GDS

PSS

Transactional DB

Customer

Engagement

SOA/ESB/Middleware

SOA/ESB/Middleware

Loyalty

Customer

Hub

Oracle Airline Data Model

Historical Enterprise DW and Pre-built Analytics

Operational Data Store on Exadata


Airline Customer Experience Management Functional Architecture

Marketing Sales Call CenterServiceLoyalty

ManagementLoyalty

Analytics

Customer

Lifecycle

Management

Post-Flight Delight

SOA/ESB/Middleware

In-FlightPre-FlightBuyShop

Mobile Experience

Passenger

Data

Management

Social

NetworksCustomer

ServiceReservations

Ticket

Counter

Commerce

(ATG)Web

Center/Fatwire

Knowledge Management

(Inquira)

Real-time

Decisions RightNow

Airline

PortalKiosk

Smart

PhoneAgency

PortalTablet

GDS

PSS

Transactional DB

Customer

Engagement

SOA/ESB/Middleware

SOA/ESB/Middleware

Loyalty

Customer

Hub


Historical Enterprise DW and Pre-built Analytics

Operational Data Store on Exadata


Airline Customer Experience Management Architecture

Siebel

Marketing

Siebel

Sales

Siebel

Call Center

Siebel

ServiceSiebel

LoyaltyLoyalty

Analytics

Post-Flight Delight

SOA/ESB/Middleware

In-FlightPre-FlightBuyShop

Mobility

(ADF)

RightNowCustomer

Lifecycle

Management

Social

Relationship Management

Commerce

(Endeca)

© 2013 Oracle Corporation – Proprietary and Confidential

Airline Customer Experience - Video


Agenda

• Introductions








Airlines Data Model

Exadata

Business Intelligence


• 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

FoundationLayer

AnalyticLayer

PresentationLayer


Derived Tables


Where OADM FitsIn the Data Warehouse (DWH) Reference Architecture

OADM


Oracle Airline Data ModelFoundation Layer


Base, Reference and Lookup Tables

Derived

TRANS-

FORMATION

Aggregate

Sample OBIEEMetadata & Reports


Derived

TRANS-

FORMATION

TRANS-

FORMATION

Aggregate


InformationAccess

AnalyticLayer

FoundationLayer


Foundation LayerThird 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


Oracle Airline Data ModelAnalytic Layer



Derived

TRANS-

FORMATION

Aggregate



Derived

TRANS-

FORMATION

TRANS-

FORMATION

Aggregate


InformationAccess

AnalyticLayer

FoundationLayer


Analytic LayerStar 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)


Oracle Airline Data ModelInformation Access Layer



Derived

TRANS-

FORMATION

Aggregate



Derived

TRANS-

FORMATION

TRANS-

FORMATION

Aggregate


InformationAccess

AnalyticLayer

FoundationLayer


Interactive Dashboards and ReportsEmpowering End Users

Analyze Current Passenger Bookings

Example Analyses:

Using Pre-built Analytics Forecast Passenger Volumes

Revenue Dashboard Analyze Sales/Flown Revenue


Populating OADM TablesAutomating Data Movement with Pre-built ETL

Source ETL(data quality/cleansing, staging interface)


ReferenceBase Lookup

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


Optimized for Oracle DB TechnologyEnabling 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


Oracle Airline Data ModelMajor Business Areas Overview

Booking Check-In Flight Carrier Segment RevenueTicketing Loyalty

OADM is meant to enable the business to answer 3 basic questions:

• What happened?• Why did it happen?• What will happen?


“Core Entities” Foundation used by all industries

Airline specific entities

A ModularLogical Data ModelFoundation

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

Segment

…

Loyalty

Booking

Flight Schedu

le

Ticketing

Carrier

Checking


Oracle Airline Data Model Foundation Layer

Booking

Check-in

PNR

Coupon

Ticket

Traffic

Flight

Segment

PAX DOCO/CA/CS

Call Center

LoyaltyCarrier

RevenueCalendar


Oracle Airline Data ModelConceptual Model


Oracle Airline Data ModelCross-Functional Data Models

Reference

Base (3NF)

Aggregations

Derivations / Data Mining / OLAP

Booking Ticketing Check-In Flight Carrier Segment Loyalty Revenue

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 • ContinentCarrier:• 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


Reference

Base (3NF)

Aggregations


Booking Check-in Flight Segment Loyalty Ticketing Revenue Carrier

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



Copyright © 2012, Oracle and/or its affiliates. All rights reserved.38Copyright © 2009, Oracle and / or its affiliates. All rights reserved.

Reference

Base (3NF)

Aggregations


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



Copyright © 2012, Oracle and/or its affiliates. All rights reserved.39Copyright © 2009, Oracle and / or its affiliates. All rights reserved.

Reference

Base (3NF)

Aggregations


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




Faster Time-to-ValueSimplified Deployment, Predictable Cost

Build from Scratch Approach

Weeks or MonthsMonths or Years

Sizing and Configuration

Define Metrics & Dashboards

Training & Roll-out

Data Integration

Data Integration

Sizing and Configuration

Analysis and Design Define Metrics/Dashboards

Analysis and Design

Training & Roll-out



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 ImplementationOut-of-the-Box Functionality Reduces Cost and Implementation Time

OracleAirline Data Model

Customer, SI, Partner Develop/Extend

Out-of-the-Box


Airline Customer Experience - Demo


Agenda

• Introductions







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 SERVICEBILLING AND PAYMENTS

NEXT BEST ACTION INTUITIVE SEARCH DEEP KNOWLEDGETARGETED COMMUNICATION

“meet me, and engage”“delight me, and serve me”

“understand me, andreward me”

“know me, andwow me”

Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 1 Airline Customer Experience...

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