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

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

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

Dan Group leisure traveler

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

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

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

Wait

Not what I want

Oh dear…

Instead it is intelligent searching

Creates itinerary and shares with friends

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

Kim Business traveler

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

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

Chan Leisure traveler

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

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

Michelle Budget traveler

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

Alert of great deal sent to Michelle’s desktop

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

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

And on the web

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

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

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

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

Boarding pass

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

Which gate?

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

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

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

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

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

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

Loyalty + community

Customer conversation

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