INNOVATING AIRPORT ECONOMICS COMARCH TRAVEL CRM AIRPORT SUITE

Transcription

1 INNOVATING AIRPORT ECONOMICS COMARCH TRAVEL CRM AIRPORT SUITE

2 Comarch Travel CRM Airport Suite Modern airports are experiencing an integration with the urban environment. Transport infrastructure is the bloodstream linking an airport with all metropolitan areas. Such an integration results in the necessity for the introduction of new airport marketing strategies. Comarch S.A. has designed and developed Comarch Travel CRM: Airport Suite a complex suite of software supporting the strategic management of marketing at airports. Another trend that influences airports marketing strategies, is the development of airport cities. The development of new retail and service facilities on zones adjacent to airport terminals brings about the emergence of a new group of airport clients, who are not related to air transport. As a result, modern strategies of airport management are based on gathering and analyzing information on purchasing patterns of airport city clients as well as executing marketing actions based on the processed data. This is exactly the task that Comarch Travel CRM: Airport Suite has been created for. Although airports change functions, their main purpose is still to serve travelers. The Suite has many functionalities built-in to support the travel process. The system can provide information about traffic or other disruptions in accessing an airport from a city center and suggest transportation alternatives. It can also be used to communicate flight statuses and gate assignments. The system offers unlimitted possibilities and are able to match even the most sophisticated requirements of an airport. The suite consists of seven applications integrated with each other, though constituting one solution. The solutions which are responsible for the gathering process include: Comarch Loyalty Management, Comach Contact Center and Comarch Feedback Managemet. The application developed for the purpose of business intelligence is Comarch Smart Analytics. Finally, solutions which carry out the actual activities include Comarch Campaign Management as well as Comarch Travel Assistant. Comarch Loyalty Management Comarch Contact Center Comarch Feedback Management Comarch Smart Analytics Comarch Campaign Managament Comarch Travel Assistant The booming popularity of smart phones involves the inclusion of mobile communication functionalities wih customers. These phones are commonly used in traveling and shopping. Real-time access to the Internet as well as navigation and localization services create new opportunities for commercial use of smart phones in airports. They can be a guide to shopping and dining at an airport, or act as a concierge agent while transferring through an airport. Such solutions can be individually designed with regards to airport size, passenger volume or number of shops and dining establisments. These mobile services are delivered by Comarch Travel Assistant. 2

3 Every application can be easily integrated with other software commonly used in the airport industry, like baggage handling solutions. Information is gathered, analyzed and executed via a wide range of customer touchpoints. TOUCHPOINTS GATHER - GATHERING DATA ANALYZE - DATAMINING EXECUTE - OPTYMALIZATION OF ACTIONS Passengers Service Systems Flights/Sales/Transactional data Customer value Kiosks/SMS/ / Social Media Web Portals Passengers complaints Advanced segmentation Contact Centers Ticket Offices Personal data CRM Dedicated/personalized actions Analysis/reporting Service Desks Flight preferences Optimized campaigns VIP Lounges Baggage Services Marketing data / loyalty data Professional passengers services The system enabless collection of valuable information on an airport city s differentiated clients. The ability to collect information includes the following data: personal: name, age, gender purchasing habits: likes and dislikes, preferred services and products dynamic attributes: favorite lounge at an airport, navigation and localization services marketing data: preferred channels of communication, newsletters, questionnaires travel patterns: flights, airlines, destinations, frequency of travel passenger feedback: claims, suggestions and advice The information allows understanding the preferences and behavior of airport city clients, measuring customer value, and targeting relevant communications to each individual. The better the knowledge on a customer is, the more accurate the marketing communication can be. In the following pages a descripion of every element of Comarch Travel CRM: Airport Suite can be found. Should you have any enquires, please contact us via the channels presented on the back cover of this brochure. 3

4 information One of the components of the new airport strategy is the launch of loyalty schemes for passengers and airport city clients, as it has been in the airline industry for over three decades. Such programs are an invaluable source of information for airports, which in most cases is not available to them. Comarch Loyalty Management (CLM) is a new generation of an enterprise-class application that supports airport loyalty programs. The comprehensive suite of modules enables smooth management of loyalty programs of all kinds, for any type of an airport, be it a transcontinental, national or regional one. Participation in an airport loyalty program equates to benefits granted to program members. Regularly accrued points can be redeemed for awards and privileges such as: free entrance to an airport VIP lounge free access to wireless Internet smoother security screening discounts for airport parking free public transport between the airport and city center discounts and bonuses available with program partners. A high number of program partners brings about additional nonair travel revenue due to the following rule: a partner pays the operator a specified amount of money for each program member that buys a partner s product. In addition, integration of the membership card with a city card ensures the card s frequent use for public transportation or parking in the city. A loyalty program also delivers unique information about member purchasing habits, which can be used in advanced analysis during the preparation of optimal business offers. Comarch Loyalty Management enables the accrual of loyalty points and their redemption for awards. It makes smooth management of promotions possible. The scalable architecture of the system follows growth of an airport city s sales and subscriptions of new loyalty program members. A set of interfaces complying with the enterprise architecture enhances the smooth integration with other software environments. Its modular structure and extended parameterization mechanism facilitates customization and development of dedicated solutions. The system also has an easy-to-use rule engine which enables managers to set rules without IT interference, enabling quick response to changing market conditions. 4

5 Business Administration Logistics Module CLM modules Customer Web Portal Business to Partner Web Portal APPLICATION COMPONENTS The core component of the system - the Business Administration module - can be augmented with the Customer Web Portal, Businessto-Partner module, Logistics module as well as other Comarch Travel CRM: Airport Suite products. The modular structure allows customers the optimal choice of functionalities, thus making Comarch Loyalty Management an excellent choice for the management system of an airport s loyalty schemes. The Business Administration module consists of easy to use tools for the management and administration of the application. Available through a user-friendly web interface, it allows for flexible definition of business rules in terms of: tenders (points, miles), accrual, redemption, promotion and elite tiers. The Logistics Module is dedicated to the control of award inventory and to the coordination and distribution of promotional materials and membership cards. The application provides logistics partners with access to the relevant data like: stock levels, supply forecasts, delivery orders and updates. This web application also supports gift ordering processes, reward reporting, invoicing and settlement as well as cooperation with external logistics partners. The Customer Web Portal, especially designed for program members, provides clients of an airport with access to online account management, where passengers can view their account balance and history of transactions, order rewards (discounts, tickets, upgrades and others) and view current promotions. In addition, the portal enables options related to interaction between the program operator and program participants including enrollment features, automatic retro-claims and a mileage calculator. The portal can be integrated with an existing website or built as an entirely separate Internet site. The Business to Partner Web Portal has been designed in order to fill the needs of the multi-partner environment of the program and to provide program partners with relevant data and tools for program parameterization through the B2P portal. In addition, the module delivers advanced reporting features including multi-party clearing and invoicing devices. Access to the application is provided from any location via a secure web interface. 5

6 Comarch Contact Center (CCC) is the application designed for servicing airport and airport city clients via a call center. The application supports the management of inbound and outbound interactions with all customers by designated operators. It also enables studying passengers sensitivity to promotions, advertisements or special initiatives. The Internet browser interface enables use of the application from any location via a secure Internet access. The application provides an agent with immediate access to basic functionalities such as passenger searching within all available data in the client s context: }current } contact }case } types agent activities per passenger SLA for solving problems realization status passenger activity history tier levels assigned marketing activities per passenger personalized promotions communication generated searching for a reply templates through specific criteria like: keywords, case, creation date, last use etc. All messages are targeted and sent through predefined message channels, specified for a particular passenger group, which may include: SMS, , web, airport office, sales office, etc. These channels are monitored and allow for review of communication history as well as gathering information on passenger response. Once a CC Agent picks up the phone, a new contact is created within the system. The contact is described by some system data, like: phone number, date, time, CC Agents ID, and in case of IVR authentication and pre-selection the member s data and the contact subject. The Contact Center Agent can also perform manual authentication and description of the contact by selecting the case type (the optimal workflow and shortcut list may be defined for each case type, ex. data edition or reward ordering) or adding a note. Agents may add a new activity and send an using an template, a modified template or a custom to the current contact customer. One goal of the system is to solve as many of the passenger s problems as possible during the first contact. For real-time viewing of all pending calls/requests, priorities, their status, answer deadlines, etc, Comarch Contact Center enables setting thresholds for those measures that are critical to the selected area within the call center. Immediate notification allows supervisors to take quick action, such as reassigning agents to a particular skill. Furthermore, the system enables day-to-day customer contact management, for the work plans of the operator as well as subordinates. 6

7 Nowadays, airports remain open towards comments and suggestions regarding improvement of customer experience. Comarch Feedback Management (CFM) offers the capability to collect, manage and act on all forms of feedback in a unified, efficient and timely manner. Feedback ing Feedback Storage CLM CFM modules Feedback Processing and Analysis Taking Action and Passenger Notification FEEDBACK GATHERING Comarch Feedback Management supports feedback management by providing tools for creating and distributing surveys. Questionnaires can be defined through the flexible and easy-to-use survey builder or using predefined templates. Next, surveys are transferred for further verification or directly assigned to the outgoing survey campaign and distributed to customers through the appropriate channel for each survey. The number of channels through which feedback can be collected can include interactive voice response (IVR), hard copy surveys, Web, , Short Message Service (SMS)and computer-aided telephone interviews. FEEDBACK STORAGE All the feedback gathered from customers is processed and the data is stored in a central repository so that it can be accessed by all the required departments in the organization. Customer feedback data is further embedded into customers profiles enriching the current customer information and providing a more accurate and complete understanding of customer preferences, motivations, and intentions. Additionally the whole history of customer interactions/feedbacks is stored with all the attached documents and files associated with the given case. FEEDBACK PROCESSING AND ANALYSIS For feedback that requires immediate action, like complaints and problems, requests are prioritized and assigned to the appropriate group of agents, depending on the type of request and communication channel. In case of the web or channel, automatic notification can be sent to the customer informing them about the case in progress. Next, an individual agent takes over the case with the highest priority (the first one in the queue) and analyzes it with the help of an action list assigned to each case type. Through a predefined workflow, agents can transfer the case to other agents or departments and forward it for the approval of supervisors. Supervisors can monitor statuses of customer requests and get notifications about cases with exceeded deadlines. TAKING ACTION AND PASSENGER NOTIFICATION The final step in the cycle is to act upon the results of the feedback analysis and communicate it to the customer. Actions may vary depending on the type of the feedback and may include product or services improvements or compensation for the customer. The compensation can take a form of money, FFP points/miles (through manual adjustments) or free services. Once the action is taken, CRM can be used to apologize or thank the customer and communicate the actions taken. 7

8 data Once airports have implemented the operational modules of the CRM architecture, they seek out opportunities to gain answers to the questions that are now possible to ask. Comarch Smart Analytics (CSA) is a business intelligence class application that analyzes the data gathered by a loyalty program, contact center or feedback management application. CSA links various sources of data with a wide portfolio of analytical methods to carry out a sophisticated analysis of a target group regarding the information requirements of an airport. The application can use raw data like demographics, psychographics or a transactional picture of the targeted customers. Although the bulk of raw data is usually acquired from loyalty programs, it can also be gathered from other software like booking engines, feedback management systems, customer classification solutions, exchange rate providers, etc. DATA MINING Data mining processes are delivered by Comarch Smart Analytics in terms of segmentation, cluster analysis, marketing scoring, market basket and sequence analysis of purchases, churn analysis, RFM analysis and customer lifetime value. Churn rate Data Mining Segmentation Cluster analysis Marketing scoring Market basket & sequence analysis RFM Customer lifetime value Segmentation for Comarch Smart Analytics means identification of groups of customers similar to each other. In particular, those ones who respond to marketing instruments in a similar way. The application divides customers in two ways: During the data analysis, a segment is understood as a list of customers who share common attributes and a common transaction history Segments are a result of clustering alghorithms The purpose of cluster analysis is to identify a set of objects that are similar to each other. They are then divided into groups. As a result, from a single heterogeneous data set, groups of homogeneous subsets can be acquired. Segments of the CSA (regardless of their source of creation) can be used in the following ways: Sending a message to a segment of a loyalty system, Adding a segment to an analytical system to perform further data analysis. 8

9 Marketing scoring models are used each time an identification process of a client is made. Such identification is usually limited to binary value: a profitable customer vs. an unprofitable one, an existing customer vs. a historical one. Models usually analyze: Tendency of customers to abandon the service (churn) Tendency of customers to buy a specific product Overall customer performance based on RFM analysis, reduced to a numerical index The models allow cost reduction by limiting communication to a group of customers potentially interested in the offer. In addition, they increase customer satisfaction as clients appreciate individual treatment and presentation of dedicated offers. Finally, fast classification of a customer is possible for the requirements of call center applications. Market basket analysis and sequence analysis of purchases provide airports with information on products that are often bought together or within certain time intervals. They make the purchasing rationale of customers known. The benefits of these analyses are: Detection of association rules (rules determining which products are often bought together) Development of sequence analysis (a study in what order events occur in a row) Churn analysis enables cessation of purchases by the customer by their walking away to rival programmes. In order to build a model analyzing the churn pattern, Comarch Smart Analytics uses: Purchase frequency (arithmetic mean or median) indicating customer loyalty The time elapsed between purchases (interpurchase rate, abbreviated IPT) RFM analysis is a basic marketing analysis. The assumptions this method are based on are as follows: Customers who have made a recent purchase are more likely to make another than those who have not made purchase for a long time The most profitable current clients are forecasted to be the most profitable ones in the future. Components of RFM analysis are behavioral. Due to this advantage, the required data is always available. Prediction of clients behavior is easy. Finally, prediction of behavior with the use of historical behavior is more accurate than such a prediction based on other known factors. Comarch Smart Analytics uses the RFM analisis as an input to modeling the customer lifetime value. Customer Lifetime Value analysis powers construction of predictive models of the customer life cycle. The fundamental assumption the model uses in Comarch Smart Analytics is that the amount of money spent per transaction is independent of the sole transaction process. This means that the model of traveler behavior can be divided into two sub-models: a flow model of a transaction, and a model of the revenue gathered from a transaction. Both models allow for estimation of discounted expected transactions (DET). ARCHITECTURE AND VISUALIZATION The structure of Comarch Smart Analytics consists of the following elements of logical architecture: Source systems Area of extraction procedures, processing and loading data (ETL element) Thematic analytical areas consisting of the relational and multidimensional layer System supporting visualization of results 9

10 well-planned actions Having information gathered and analyzed, there comes a proper time for communication. However, this process has to be planned and conducted in an adequate manner. Comarch Campaign Management is software that supports creation and conduction of multichannel marketing campaigns. The effectiveness of marketing campaigns, especially their profitability, depends primarily on the appropriate selection of an offer to customers specific needs. That s why suitable tools are required to conduct marketing activities. Comarch Campaign Management is a cutting-edge system used to create and conduct marketing campaigns. CCM optimizes the preparation process, simplifies the management of campaigns, automates their execution and enables studying their results. It constitutes a highly flexible solution that can be easily adapted to the specific needs of airports. The solution enables execution of cross-channel campaigns promoting a new flight timetable from the airport, airport city guide, partner travel services or new outlets as well as special discounts to clearly defined groups of customers. Operational benefits Financial benefits An increase in productivity and quality of a marketing department Support in effective decision making and task distribution by business users Constant access to information and a history of operations regarding the effects the activities have Effective management of marketing activities Sending offers tailored to a customer s needs at the most appropriate time Control and optimization of marketing expenditures Increased campaign efficiency and profit maximization Minimization of business risk thanks to multidimensional data analysis Increased customer loyalty and satisfaction Growth in the frequency of client transactions Increased partner sales thanks to cross-selling actions The main functionalities of Comarch Campaign Management include: Marketing campaign planning with interactive calendars Campaign stage creation and management Advanced customer segmentation possibilities Support for different communication channels (SMS/MMS, , call center, Web, direct mailing) Action monitoring Configurable analytical panels Cost effectiveness analysis Conflict resolution Event-triggered actions CLM and Contact Center integration Team work support and task management 10

11 The globalized and digitalized world has made a new type of competitive advantage possible: access to information from any place at any time. Smartphones and mobile applications have made this requirement possible. Comarch Travel Assistant is a mobile application developed with special attention paid to the informative requirements of airport clients, including demand for localization and navigation services. Comarch Travel Assistant (CTA) is a mobile application providing information via wireless communication. It consists of five components: Terminal information, city & regional information, Mobile Marketing, Entertainment and Navigation. Comarch Travel Assistant Terminal information City & regional inforamtion Mobile marketing Entertainment Navigation TERMINAL INFORMATION This component delivers real-time information concerning arrivals and departures, destination network, transfers and gates, transport options and schedules linking an airport with a city center, traffic on highways, airport parking and its reservations, terminal and airport city maps as well as weather forecasts. In addition, this component can offer two-way communication with a passenger. CITY & REGIONAL INFORMATION This component provides passengers with information on accommodation, restaurants, cultural events, shopping destinations and safety and security messages. Advanced searching tools guarantee quick access to desired information. This component can be a source of additional, non-aeronautical income to an airport. MOBILE MARKETING This component presents advertisements and trade information. This can be done in coopeartion with navigation and localization services (see below). ENTERTAINMENT Delivers entertainment on demand, which covers: films, games, comics, casinos using points and miles gathered in loyalty schemes. Such services are available upon payment of an additionl fee by credit card or after purchase of a special voucher with an access code from an information point. However, certain materials, such as films promoting a city and region, may be broadcasted free of charge, if the application operator agrees. All content is available in two options: as downloadable files, streams or both. NAVIGATION This component delivers navigation and localization services available at the airport terminal and in the airport city. The navigation takes place in real time with the use of a wi-fi and bluetooth network developed at an airport. It can be combined with the mobile marketing component and offer two-way communication regarding special offers available in a terminal or airport city. 11

12 Comarch headquarters Al. Jana Pawla II 39 a Krakow Poland phone: fax: info@comarch.pl Comarch Inc. 10 W 35th Street Chicago, IL United States phone: fax: info@comarch.com Comarch OOO Bakhrushina Street 32, bldg Moscow Russian Federation phone: Comarch Software AG Chemnitzer Str Dresden Germany phone: fax: info@comarch.de Comarch Software Sarl 19 Avenue LeCorbusier Lille France phone.: fax: lille@comarch.com Poland Krakow, Gdansk, Katowice, Lublin, Lodz, Poznan, Warsaw, Wroclaw Austria Vienna Belgium Brussels China Shanghai Finland Helsinki France Lille Germany Dresden, Frankfurt/Main Lithuania Vilnius Panama Panama City Russia Moscow Slovakia Bratislava UAE Dubai Ukraine Kiev USA Chicago Vietnam Ho Chi Minh City Comarch is a leading Central European IT business solutions provider specializing in forging business relationships that maximize customer profitability while optimizing business and operational processes. Comarch s primary advantage lies in the vast domain of knowledge accumulated in and applied to our software products. These products incorporate highly sophisticated IT solutions for businesses in all vertical sectors. Comarch has a multinational network of offices employing over 3500 highly-experienced IT specialists in Europe, the Middle East and the Americas. Comarch Spółka Akcyjna with its registered seat in Krakow at Aleja Jana Pawła II 39A, entered in the National Court Register kept by the District Court for Kraków-Śródmieście in Krakow, the 11th Commercial Division of the National Court Register under no. KRS The share capital amounts to 7,960, zł. The share capital was fully paid. NIP Copyright Comarch All Rights Reserved. No part of this document may be reproduced in any form without the prior written consent of Comarch. Comarch reserves the right to revise this document and to make changes in the content from time to time without notice. Comarch may make improvements and/or changes to the product(s) and/or programs described in this document any time. The trademarks and service marks of Comarch are the exclusive property of Comarch, and may not be used without permission. All other marks are the property of their respective owners. PL-2011