Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | American Airlines AAdvantage®: Insights from the Siebel Loyalty Journey Sundar Swaminathan, Oracle Lisa Welch, American Airlines Rob Morris, American Airlines Tom Woodson, Cognizant September 29, 2014 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
American Airlines AAdvantage®: Insights from the Siebel Loyalty Journey Sundar Swaminathan, Oracle Lisa Welch, American Airlines Rob Morris, American Airlines.
Dec 21, 2015
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American Airlines AAdvantage®:Insights from the Siebel Loyalty Journey
Sundar Swaminathan, OracleLisa Welch, American AirlinesRob Morris, American AirlinesTom Woodson, Cognizant
September 29, 2014
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
Safe Harbor StatementThe following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.
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Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
Program Agenda
Industry Perspective and Oracle Solution Overview
AAdvantage: Business Viewpoint
The Siebel Loyalty Journey: Project Overview
The Siebel Loyalty Journey: Drivers for Success
Q&A
1
2
3
4
5
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
The Airline Industry Is In The Midst of a Transformation
• Industry consolidation and global expansion
• Move to new aircraft (A380, B787, 737MAX)
• Unbundling of the travel product
• New distribution models
• Mobility everywhere
• Focus on customer experience
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
Loyalty Programs Are Transforming As Well
• Cost Centers -> Profit Centers
• Miles -> Points
• Co-branded credit cards
• Higher Prices Higher Accruals
• Variable Redemptions
• No blackout dates or space limits
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
Customer Experience and Loyalty
• LEARN
• ENGAGE
•RETAIN
Loyalty Programs Offer A Framework to Drive The Customer Experience
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Siebel Loyalty provides key insights on AAdvantage members: status, preferences, loyalty transactions
Marketing Cloud and Siebel Loyalty enable targeted campaigns and improved marketing ROI
Sales Cloud leverages customer/corporate analytics to drive corporate and alliance sales
Social Cloud enables monitoring of customer sentiment and increased engagement across the travel lifecycle
Service Cloud and Siebel Loyalty enable personalized customer service
Powering Next Generation CX with Siebel LoyaltyEnabling personalized experiences through the travel lifecycle
Customer View
Name, Address, PreferencesLoyalty Transactions
Loyalty Insights
CX HubPSS Data
BigData
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |
The AAdvantage Story
• The industry’s first loyalty program
• Needed to upgrade aging loyalty platform
• Multi-year multi-enterprise initiative – successfully delivered
• Largest implementation of Siebel Loyalty
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Program Agenda
Industry Perspective and Oracle Solution Overview
AAdvantage: Business Viewpoint
The Siebel Loyalty Journey: Project Overview
The Siebel Loyalty Journey: Drivers for Success
Q&A
1
2
3
4
5
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