Teradata Yellow Sea: Business intelligence and data management optimize the customer experience

2013 Teradata Big Data Summit was held in Beijing International Hotel recently. Teradata Business Consulting Manager The Yellow Sea has shared some of the experience of business intelligence applications in the aviation industry at the club, saying the aviation industry faces the same challenges as big data, and how it can be used to provide better support will be key to the success of aviation companies.

Five development trends of aviation industry

As for the current development trend of the aviation industry, the Yellow Sea thinks there are five major trends:

Development cycle growth, revenue volatility intensified.

The globalization market competition strengthens, many big airlines merge.

New models continue to be put into use, passenger travel faced with a number of options.

The cost of fare climbed and the dynamic income fell.

Air resources are tense.

These five trends also present the challenges that airlines are facing. How to allocate resources more rationally under these trends, how to increase the operation cost and improve the customer experience, how to improve their international competitiveness, is every aviation public

Secretaries need to think about.

Airline business strategy: Optimizing the Customer experience is the key

Given the current complex market environment, the Yellow Sea analysis, airlines typically should be in three business areas to upgrade-optimize customer experience, improve operational efficiency, promote revenue growth.

The optimization of customer experience needs to start with four aspects of personalization, mobility, real-time and socialization. Aviation Enterprises can provide personalized service based on customers ' needs and preferences, use the support of mobile devices to promote convenient service delivery, quickly respond to service demand through real-time data collection, and finally need to actively expand the brand marketing channel based on social network.

The Yellow Sea says airlines should improve customer satisfaction and loyalty by perfecting the overall service system.

The era of large data in the aerospace industry

With the continuous development of the business, the aviation industry data acquisition methods are also growing, data sources are increasing, the aviation industry has gradually entered a large data age. The Yellow Sea thinks, aviation big data has three main characteristics mainly: more data source, more process record, more data form.

Data management is still the basis of business promotion, and data acquisition integration and quality improvement, it is to build it core competitiveness of the foundation.

Data acquisition: The basis of data operation is to collect as much business data as possible.

Data consolidation: Relying on LDM to consolidate different data, enough data connections to form end-to-end descriptions of business processes.

Data quality: Establish data standards and data quality control system, improve data quality, promote the use of data.

Three steps in the construction of business intelligence system

By reference to the best practice cases in the industry, the Yellow Sea believes that airlines to establish a business intelligence system can be divided into laying the foundation, rich application, process support three steps.

In particular, it is necessary to integrate data source data, build a single trial view of customers, build a customer clustering application based on view, take the marketing section as the main supporting direction, build independent business application and data control system, and improve the quality of data processing.

Secondly, to introduce more data, in the market sales, product design, flight services and other areas of the development of the main body of the clear analysis of the application to enhance the value of the integrated data.

The third step, take the CRM support as the opportunity, realizes to the customer contact activity the entire flow support, enhances the analysis application the actual business value further, and constructs the division domain and the Department comprehensive analysis platform.

(Responsible editor: The good of the Legacy)