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Alitalia Digital Strategy

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Alitalia Digital Strategy

  1. 1. DIGITAL STRATEGY Nicola Arnese VP e-Business, Alitalia B.Com Event Turin, 18th April 2013
  2. 2. 2 STRATEGY: FROM TRANSACTION TO RELATIONSHIP CREATE INTIMACY AND LOYALTY BY ENGAGING CUSTOMERS IN A DIRECT RELATIONSHIP ALONG THE ENTIRE TRAVEL CYCLE
  3. 3. COMMANDMENTS & ENABLERS 1. Make all products and services available to the on-line channels with a self-service appraoch 2. Offer a simple yet engaging customer experience 3. Define enhancements based on customer analytics 4. Big Data exploitation for 1:1 Customer Relationship Management 5. Produce and deliver relevant, inspiring and customized contents 6. Be where and when customers are: occupy the digital marketplaces,efficiently to trade, brand and generate leads. 7. Mobile technology to be with customer, always (Alitalia in your pocket) 8. Leverage Social Media firepower and depth of information 9. Deliver outstanding customer support pre and after sales/service 10. Be an attractive advertising marketplace Solid and flexible infrastructure G-Local approach Coherent channel distribution policy Digital culture across the company Effective commercial strategy 10COMMANDMENTS FUNDAMENTAL ENABLERS 3
  4. 4. 2013 – 2016 GOALS Worldwide Goals 2012 2013 2014 2015 2016 Revenue Coupon Share Flown Revenue Share Digital Check-in Share Digital direct contacts Social Followers LEGENDA: • Coupon share: alitalia.com coupon sold vs total coupons sold • Flown Revenue Share: alitalia.com revenue flown vs. total revenue flown • Digital Check-in Share: check-in via alitalia.com, Mobile, Airport Self, vs total check-in • Digital direct contacts: numer of owned unique contacts: e-mail, sms, app download, Social login • Social Followers: number of followers on Social Media 4
  5. 5. MAIN KPI’s Worldwide 2012 2013 2014 2015 2016 Overall Customer Satisfaction Customer 3.0 Index Paid Visits Index Booking Conv. Rate Home Page Availability Home Page Response Time LEGENDA: • Customer Satisfaction Index Overall Customer Satisfaction measured by monthly survey on Italian site • Customer 3.0 Index : Number of contacts to Customer Support vs Total digital check-in and tickets. Starting Q4/2013 will include call me back option for customers leaving the booking in critical steps. • Paid Visits Index: Visits generated by paid activity (ie Google AdWords) vs. Total Visits • Booking Conversion rate: Total Tickets vs. Total Visits total ooking • Home Page Availability: Time where Home Page has been available • Home Page Response Time:Time needed to download the Home Page. 5
  6. 6. 6 DIGITAL LIFECYCLE Both functional developments (right) and commercial processes (left) are aiming at optimizing the Customer Experience
  7. 7. 7 ORGANIZATION eBusiness Innovation Planning User Experience Design & Optimization Personal Experience (Loyalty /CKin/Ancillary ) eBooking Mobile eSales eAcquisition Shop Management Digital Relationship Digital Contents Social Media 1:1 direct marketing Quality Assurance e-Analytics IT Markets Call Center

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