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  1. 1. ALITALIA.COM CUSTOMER PANEL ASSESSMENT Nicola Arnese VP e-Business, Alitalia Rome, 02 October 2012
  3. 3. 3 ASSESSMENT EXPLANATION PARAMETER ALITALIA LUFTHANSA SHOWROOM Not always consistent in style, very focused on commercial and ancillaries (see Google assessment) Emotional, subjects can vary from offers to products and fleet ACCOUNT MANAGEMENT Limited actions for registered users. Some operational problems affecting the functionalities (see monthly survey on MilleMiglia channel) Multiple ways to access the personal page (simple login, Miles and More, Res number). Miles and more is powerful and complete MARKETING CHANNEL Limited visibility on Marketing online/offline channel, not always consistent in style Consistent, effective and well planned OFFERS & PROMO Many kinds of search (21 days, +/- 3 days, search for categories) but sometime “hidden”. Prices/availability accuracy at the top of the industry Many tools to promote offers, innovative and engaging but not effective (see Google’s assessment). Pricing accuracy still to be improved ORDERING Booking process simple and clear. Many payment options available in the Italian market, way less in foreign markets. User recognition features and cross selling for ancillaries to be implemented Booking process is overall simple but design looks quite “old”. Many informations displayed but with weak readability POST ORDER MANAGEMENT Very limited interaction after purchasing (retrieve reservation and print) Customers can manage their booking, paying penaties (if applicable) and adding ancillary products from website or mobile device. USER ENGAGEMENT User engagement activities are limited to the Facebook page with very good results. Sharing plugins are spread through the website Beside games and contest on Facebook, users are also engaged on the webiste thanks to travel reviews and partnership with Tripadvisor. In addition LH runs the MySkyStatus social platform SUPPORT Dedicated team at the call center for online support for Italian market only Dedicated team at the call center for all markets USER INTERFACE/ NAVIGATION Simple but not up to date with latest trends in user experience (Latest restyle: June 2010) Navigation and Home Page have been recently renewed (early 2012) with a positive impact on user experience. Rest of website still in older layout SEGMENTATION/ TARGETING Offers for youths and corporate (eg. Carnet) are avaialble on the website. But overall content (including newsletters) is not segmented neither geographically nor demographically Not present MULTICHANNEL Online functionalities are present on main digital devices, but not yet integrated among them Online functionalities are present on main digital devices, but not integrated among them SEO Performs quite well in the home market LH positioning on Google is Still behind airline competitors and OLTA
  4. 4. ALITALIA.COM VS OLTA (FROM CUSTOMER PERSPECTIVE) 4 • Online travel Agents (OTA) are a relevant marketplace in terms of customer reach and pricing/comparison capability • should have same or better commercial opportunities compared to OTA • OTA target direct supplier customers both online and off-line • OTA has a marketing spending 10 times higher than suppliers like us. The marketing spending can influence or positioning and has an impact on our cost. • Example: • If agents start to bid on our keyword this impact the spending In one week to 11.000 euro. • Assuming that eDreams + Dovevai would continue to bid, the forecasted cost for Alitalia would the period JAN-JUL, increase with 337.769 euro.