The document discusses how airlines can provide a seamless digital experience for customers across different traveler profiles and touchpoints. It describes journeys for 4 types of travelers - a group leisure traveler, business traveler, individual leisure traveler, and bargain hunter. It outlines how digital channels can be used to plan, book, get flight status updates and provide a consistent experience on web, mobile and at the airport. The goal is to create experience-based differentiation for customers through digital interactions.

1. Airline digital channels Starting the conversation Marc McNeill www.dancingmango.com

2. Four stories Group leisure traveler Business traveler Individual leisure traveler Bargain Hunter

3. Plan & book http://www.flickr.com/photos/clappstar/131011191/

4. Dan Group leisure traveler

5. Dan’ from London. He wants to see the Rugby 7s in Hong Kong with his mates http://www.flickr.com/photos/djs1021/191259579/

6. He checks out the new Airline Website http://www.flickr.com/photos/johnwardell/125588728/ www.designcomics.org/

7. The process is not enter data www.designcomics.org/

8. Wait

9. Not what I want

10. Oh dear…

11. Instead it is intelligent searching

12. Creates itinerary and shares with friends

13. Collaborative booking http://www.flickr.com/photos/djs1021/43672433/in/set-72157608136968732/

14. Kim Business traveler

15. Kim’s PA, Kayleigh takes a call from her to book flights to Singapore http://www.flickr.com/photos/impala74/2541455399/

16. Kim is notified on her Blackberry that the booking has been made http://www.flickr.com/photos/edyson/21265490/

17. Chan Leisure traveler

18. Chan is looking to go somewhere exotic http://www.flickr.com/photos/travellingtamas/2557594299/

19. Interactive tool to help him find http://www.flickr.com/photos/travellingtamas/2557594299/

20. Michelle Budget traveler

21. Michelle wants a cheap deal for a weekend getaway http://www.flickr.com/photos/beglen/152030382/

22. Alert of great deal sent to Michelle’s desktop

23. To the airport http://www.flickr.com/photos/stephangeyer/3020487807/

24. Notification of flight delays on mobile http://www.flickr.com/photos/edyson/21265490/

25. And on the web

26. And in the executive lounge http://www.flickr.com/photos/superciliousness/393598076/

27. {shared services multiple applications} Web site Community content Shared accounts Services Systems Telephony SMS Mobile browser Agent web site Kiosk

28. At the airport http://www.flickr.com/photos/s_chang/2707780011/

29. Boarding pass http://www.flickr.com/photos/kevron/2319852737/

30. Boarding pass

31. {shared services multiple applications} Web site Community content Shared accounts Services Systems Telephony SMS Mobile browser Agent web site Kiosk

32. Which gate?

33. In-flight shopping and pre-purchase before boarding http://www.flickr.com/photos/ari/766758756/

34. In-flight Consistent web experience – the airline knows my seat, knows me http://www.flickr.com/photos/e8club/285674658/

35. My partner can see where I am at home on her TV http://www.flickr.com/photos/lexrex/59956502/

36. {shared services multiple applications} Web site Community content Shared accounts Service Systems Telephony SMS Mobile browser Agent web site Kiosk

37. Arrival http://www.flickr.com/photos/dougww/577957052/

38. Consistent experience on the phone http://www.flickr.com/photos/petroleumjelliffe/694990145/

39. Loyalty + community

40. Customer conversation

41. Creating experience based differentiation through digital channels http://www.flickr.com/photos/premshree/58158388/