Receiving real-time data can improve customer experience irrespective of the
field, even in the high flying airlines. An ideal method to improve customer
satisfaction is by fixing the flaws fast. For is all to go smoothly, data must
be collected effectively and then process into actionable information which can
benefit both customer and staffs.
Real-time data management takes things up a notch higher by seamless sourcing and processing data to produce an immediate flow of actionable information. The effect of using real-time data will be clearly reflected on better decisions and quicker actions taken by the authorities. With the use of real-time data, problems can be anticipated and acted upon quickly thus stopping them from causing any major concerns.
Pushing factors for the use of real-time data management
Real-time data management is not something new for the airline industry. The best example that can be stated is the demand based seat pricing, but with the current market developments, all these data can be used in a broader spectrum.
Majority of the airports across the globe are implementing digital agenda and with an infrastructure that allows data transfer in real time. The set-up includes a sophisticated network with high bandwidth, it includes wireless networks and different types of sensors. Some of the fastest growing areas in handling real-time data include the following.
- In traditional methods, data is analysed on an irregular basis, by the time a solution is obtained after the data is analysed, it will be too late.
- Portable devices are ubiquitous and every passenger expects the device to be always on.
- Most of the airlines are planning to implement onboard wifi by the year 2020, this provides a great window of opportunity for onboard real-time data.
Some of the best features that can be offered with the implementation of real-time data are as follows.
- Personal navigation for each and every customer within the perimeter of the airport. It includes directing customers to the gate, lounges guidance, baggage collection and other locations selected by the customer.
- Push notifications to reduce the queue in the boarding passes section. This helps in maintaining an orderly operation method that can make handling easy for the airport staffs.
- Flight delay or overbooking warning will be sent prior to the front line staffs, this will help them to communicate the process to the passengers.
- Instant information to ground crew or cabin crew to solve problems that may occur during the onboarding or offboarding process.
- Based on the current or recent selection of the passenger, a tailor-made entertainment system can be provided for the passenger.
- Retail offers based on proximity, with pinpoint accuracy.
- Immediate alert on low key performance indicators, this allows instant action to be taken by the respective staffs.
- Real-time data can be even used to identify the person passing through the security in borders.
Big move towards real-time data management
There are three crucial steps that an airline must be willing to take for adopting real-time data management.
- Powerful analysis to gather customer specification.
- A unified view of the customer.
- Source data in real time.
Real-time data sourcing
In order for mobile channelling, the airline must integrate real-time data into its approach. The growth of mobile development applications has increased greatly in recent years, and this provides the airlines to make use of the real-time data obtained with the help of applications. In some cases the data will be pushed into the system, with most airlines using mobile applications, it will be an easy step to enhance the functionality.
Unified customer view
An efficient combination of traditional data with real-time data can go a long way in most of the airline business. Real-time data on its own has great benefits but when combined with data obtained from other sources, it can go a long way in enhancing the customer experience, a unique view for each customer cannot be created with real-time data alone, the clear bigger picture cannot be obtained with a single operation of the real-time data.
Business rules that focus on customers
Various business in the industry have applied frontline staff for certain operations, but with real-time data, the action taken must be swift and it can be achieved through automated rules that are focused on improving customer experience. After reaching a clear picture of the customer experience, the airline must be equipped to deliver a perfect experience that can elevate the standard of their operation.
Analysis to gather customer specification
An immense amount of real-time data collected in a single day must be put through proper analysis if the organisation is expecting a desired result. Stream processing is the key. It continuously acts on the flow of data, picks up the patterns and events described in the business rules and sends alerts and actions to connected application. Without actionable information, analytical output is meaningless unless the right message is delivered quickly to the correct person. Applications used by staff and passengers might need changes to the user interface to prioritise real-time events and messages, and to improve their real-time performance.