Airlines 2.0
Customer
Insights
+
Real
3me
events
on
Social
Media
=
$$$



                    Shashank
Nigam
             ...
Aviation :: Branding ::Technology
Practitioners first
   Top 5 Twitter-ers on airlines
   Blog Articles read over 250K tim...
Agenda for this morning

1.
Revenue
Mgmt
for
Dummies
2.
Airline
Customer
Lifecycle?
Sounds
French!
3.
What
customer
insigh...
1 RM
for
Dummies
Driving Revenue

          Get people to fly more
     F      often: Frequency!

         Get more people to fly:
     R    ...
2   Customer
Lifecycle?
What’s your relationship with
      your customer?
                            Advocate/Fan

                      Frequen...
3 Customer
Insights
Infusing
online
reviews
in
the
booking
path
Forrester research confirms that adding customer
comments during booking boost...
Travel
plans
are
now
ofLicially
public
How
can
the
airline
use
these
insights?

1. User updates travel status (Twitter/FB)
2. Status integrated in social media a...
Reversing
the
tables




Yield          1. Drive out price elasticity
               2. Increase conversion
Decision
When
the
airline
becomes
the
platform




  Build the community first, add true value and
            set the right expect...
4   Leveraging
“real‐time”
Real‐Time:
Dealing
with
delays




                  1. People updating status
                  from lounge
             ...
Real‐Time:
Dealing
with
bag
loss


                   1. The airline knows about
                   bag-loss before pax
  ...
Real‐Time
customer
service‐
It’s
free!
5   Social
Media
@
35,000
ft
3 MYTHS
about social media, debunked
Social media is free...
 ... free like a puppy
If I build it...
... they will come
Social media is like a BBQ cookout...
        ... not a flea market
So how to do it right?
The
spinning
tower
of
Dubai...
It
works
because
of
a
strong
core




  Social media strategy needs a core too...
How
about
an
HoD
of
Telephones?




   Social media is an enabler, not a channel...
How to get started?
3 steps to get started with social media in
             the next 3 weeks


                    !"#$%&'




        +&&,-&...
What if your employees are already overworked?
One person/team, supported by Subject Matter Experts
The key is to have a quantifiable measure of success beforehand
Connecting $$ + Lifecycle

                       Advocate/Fan
[Y/R]

                     Frequent
Llyer
[Y]
            ...
“... you don’t want to be the one looking like an
               ostrich with its head in the sand...”
                   ...
Questions www.simpliflying.com
     shashank@simpliflying.com
Driving revenue for airlines through customer insights from social media
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Driving revenue for airlines through customer insights from social media

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In this presentation, I share examples of how travelers are openly sharing their travel information online, and how airlines can use this for their advantage - for driving revenue and loyalty. One very good example of this is Lufthansa's MySkyStatus.com, where you can update your real-time position while traveling, on Facebook and Twitter. I'd love to have your feedback on the presentation!

Published in: Technology, Business

Driving revenue for airlines through customer insights from social media

  1. 1. Airlines 2.0 Customer
Insights
+
Real
3me
events
on
Social
Media
=
$$$ Shashank
Nigam CEO 
Commercial
Strategy
Symposium
2009 Athens,
Greece
  2. 2. Aviation :: Branding ::Technology Practitioners first Top 5 Twitter-ers on airlines Blog Articles read over 250K times Global outlook: Singapore & NYC based Stellar Board of Advisors Patrick Murphy - ex-Chairman, RyanAir Chris Brogan - THE social media guru Donald Schenk - CEO, Airline Capital Associates
  3. 3. Agenda for this morning 1.
Revenue
Mgmt
for
Dummies 2.
Airline
Customer
Lifecycle?
Sounds
French! 3.
What
customer
insights
are
available
on
SM? 4.
Leveraging
real‐time
events
‐
3
ideas 5.
Putting
it
all
together
‐
Let’s
go
to
Dubai! 6.
Q&A
  4. 4. 1 RM
for
Dummies
  5. 5. Driving Revenue Get people to fly more F often: Frequency! Get more people to fly: R Reach! Make more $ per Y customer: Yield! Get them to decide to fly D sooner: Decision!
  6. 6. 2 Customer
Lifecycle?
  7. 7. What’s your relationship with your customer? Advocate/Fan Frequent
Llyer Flown
once Aware
of
you,
but
never
Llown
you
before Nothing
  8. 8. 3 Customer
Insights
  9. 9. Infusing
online
reviews
in
the
booking
path Forrester research confirms that adding customer comments during booking boosts conversion Integrate
reviews
from:
 1.
Skytrax 2.
Eezeer.com 3.
Tripadvisor.com 4.
Expedia
and
others... Decision
  10. 10. Travel
plans
are
now
ofLicially
public
  11. 11. How
can
the
airline
use
these
insights? 1. User updates travel status (Twitter/FB) 2. Status integrated in social media apps 3. Past status offers customer insights 4. Huge opportunity for: 1. Building apps with targeted offers 2. Location-based recommendations 3. Viral-status apps Reach Decision
  12. 12. Reversing
the
tables Yield 1. Drive out price elasticity 2. Increase conversion Decision
  13. 13. When
the
airline
becomes
the
platform Build the community first, add true value and set the right expectations Frequency Reach
  14. 14. 4 Leveraging
“real‐time”
  15. 15. Real‐Time:
Dealing
with
delays 1. People updating status from lounge 2. Gate-agent doesn’t know 3. What if Gate Agent had Co-tweet?
  16. 16. Real‐Time:
Dealing
with
bag
loss 1. The airline knows about bag-loss before pax 2. Why not SMS him and tell him to go home? 3. Let him track bag by mobile
  17. 17. Real‐Time
customer
service‐
It’s
free!
  18. 18. 5 Social
Media
@
35,000
ft
  19. 19. 3 MYTHS about social media, debunked
  20. 20. Social media is free... ... free like a puppy
  21. 21. If I build it... ... they will come
  22. 22. Social media is like a BBQ cookout... ... not a flea market
  23. 23. So how to do it right?
  24. 24. The
spinning
tower
of
Dubai...
  25. 25. It
works
because
of
a
strong
core Social media strategy needs a core too...
  26. 26. How
about
an
HoD
of
Telephones? Social media is an enabler, not a channel...
  27. 27. How to get started?
  28. 28. 3 steps to get started with social media in the next 3 weeks !"#$%&' +&&,-&.%' (&)*)%'
  29. 29. What if your employees are already overworked?
  30. 30. One person/team, supported by Subject Matter Experts
  31. 31. The key is to have a quantifiable measure of success beforehand
  32. 32. Connecting $$ + Lifecycle Advocate/Fan
[Y/R] Frequent
Llyer
[Y] Flown
once
[F] Aware
of
you,
but
not
Llown
you
before
[D] Nothing
[R]
  33. 33. “... you don’t want to be the one looking like an ostrich with its head in the sand...” Azran Osman-Rani, CEO, AirAsia X At Aviation Outlook Summit Asia Pac, 5 Aug 2009
  34. 34. Questions www.simpliflying.com shashank@simpliflying.com
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