Airline Industry Getting Ready for the Digital Transformation

Qantas is on the way through a group-wide digital transformation that is redefining its internal operating models and helping the airline “punch above its weight” on customer and product experience.

While there is still “a long way to go”, the program is already creating “a movement across the organisation”. The effects of the change project are expected to be significant. Already, Qantas’ digital properties like, its apps contribute around one-third of its airline revenue – about $3 billion in real dollar terms.

Digital transformation at Qantas covers three key aspects of its business:

• First and foremost is the transformation of the digital experience, which is around the customer.
• A second key aspect is the digital technology enablers to that journey.
• Doubling down internally on the digital operating model and the ways of working to create amazing experiences

The airline has restructured the organisation to put the customer at the center of its thinking, and that in part has meant deconstructing old ways of thinking around “lines of businesses, departments or even platforms”. The new currency is speed to market, speed to value. Focus is definite on revenue benefits and commercial value, but on people (customer experience and internal team) and cost. Qantas has gone with Adobe for the digital technology.

Now Cathay Pacific—a Hong Kong-based international airline is using Salesforce to accelerate digital transformation, generate new revenue streams and improve customer experiences with personalized engagements. Cathay Pacific is deploying Salesforce Marketing Cloud to unify sales, service and marketing, and deliver connected, personalized customer experiences across any channel, including email, social, digital advertising and more.

With the addition of Marketing Cloud, Cathay Pacific will focus on three key areas:

• Acquiring new customers
• Personalizing all touch-points along the traveler’s journey and
• A complete 360-degree view of the members of its Marco Polo loyalty program.

Cathay Pacific’s digital transformation is led by a vision that recognizes and caters to the evolving needs of its customers in order to increase its competitiveness in the airline industry.

Paul Loo, Chief Customer and Commercial Officer at Cathay Pacific said, “The airline and travel industry is being disrupted, and we need to be ready for the customer of the future—the digital natives and those with a digitally-savvy mindset and accompanying expectations.”