Transcript of Harnessing business intelligence and big data. Is collaboration the key to success?
- 1. Business Intelligence and MobilityEnhance Customer
ExperienceJerry Hu China Southern AirlinesBrussels , 19 June
2013
- 2. Agenda Introduction of China Southern Airlines Business
Intelligence and Mobility New Project SCC(service control
center)
- 3. About China Southern Airlines China Southern Airlines
isheadquartered in Guangzhou, withintwo-hour drive from Hong Kong.
Guangzhou is the starting point ofthe ancient maritime Silk
Road.Map of Land Silk Road and Maritime Silk Road
- 4. The Pearl River Delta in China The Pearl River Delta is the
mostdeveloped economy in China, wellknown as the "World Factory".
In 2012, the GDP is 1,076.2billions USD. In 2012, the passenger
trafficsat the 6 airports in Pearl RiverDelta reach up to
143.1millions. The worldwide production ofshoes, about 50%
aremanufactured in
Guangdong.BeijingGuangzhou(Canton)ShanghaiGuangzhou
(Canton)ShenzhenHong KongMacauZhuhaiShantou
- 5. Excellent Service and Food Culture Guangdong has a
distinctregional culture, is well knownfor excellent service and
foodculture.
- 6. About China Southern Airlines China Southern Airlines has
the mostdeveloped route network, with thecenter hubs constructed in
Guangzhouand Beijing, densely covers more than150 routes. China
Southern Airlines operates 500passenger and cargo aircrafts,
including5 Airbus A380 and 1 Boeing 787Dreamliner (9 Boeing 787
Dreamlinersto be delivered).Airbus A380
- 7. Passenger Traffic in China Southern40200608010016.719.1 21.4
20.428.286.380.744.1 49.2 56.9 58.2Pax carried
(Million)Year66.476.52000 2001 20032002 2004 2005 2006 2007 2008
20102009 2011 2012Top 5 in the world
- 8. China Southern IT TeamCIOIT CenterIT Company Research
InstituteThe standard of IT technology of ChinaSouthern has
pioneered in the field of civilaviation industry in China.Strategic
Planning Investment budgetProduct Management Quality ControlR &
D Business ResearchOperation & Maintenance Algorithm researchIT
StrategyIT ManagementIT ImplementationA Team of 1,200 IT
professionals
- 9. Agenda Introduction of China Southern Airlines Business
Intelligence and Mobility New project SCC(service control
center)
- 10. Business Intelligence in MarketingElite
PlusEliteMemberPassengerPrecision MarketingElite
PlusEliteMemberPassengerPotential Member
- 11. Business Intelligence in MarketingName IDNumber
ofFlightTotal FareCZ MarketSharesMr. Liu* 2202**19****122000 24
19,134 4.28%Mr.Yu* 3303**19****053000 23 21,010 19.80%Mr. Chen*
3303**19****123000 23 20,628 21.84%Ms. Wang 1101**19****201000 23
11,763 0.00%Mr.Tan* 3303**19****120000 22 19,220 19.95%Mr.Si*
3405**19****09041X 22 40,881 19.14%Ms.Yang* 5115**19****23736X 22
23,944 0.00%Create Virtual Account Membership Promotion for
HighValue CustomersEstimate Customer ValueThe non-CZ Member
Frequent Flyers in 2012
- 12. Mobility Service in Cabin Transfer Passengers Lost Luggage
Flight Delay Apology Weather forecast Horoscope Seat Map Customer
Profile Miles Management Birthday Wishes Passenger Photos
- 13. Mobility Service in CabinSEP 2008 OCT 2009 SEP 2010In 2009,
mobility devicechanged to ONDA MID.Apples iPad has beenused ever
since 2010.In 2008, HP PDA devicewas first used for cabinmobile
service system.HP PDA ONDA MID iPadTotal 15,664 iPads In Use Now
Company Provided: 6,138 BYOD: 9,526
- 14. Mobility Service in CabinPassenger Photos Transit Passenger
List
- 15. Agenda Introduction of China Southern Airlines Business
Intelligence and Mobility New Project SCC(service control
center)
- 16. Core Databases and Control CenterSVC5 CoreDatabaseCBD
CODFinanceDatabaseProductDatabase SVCSingle View of Customer
SOC,HCC,MCC,SCC CODCentralized OperationsDatabase CBDCustomer
Behavior Database
- 17. SCCService Control
CenterSearchflightReservationEarlierCheck inCheck
inHandlebaggageSecuritycheckLoungeMileageBaggageclaimTransferserviceCabinserviceWebMobileCall
CenterWebMobileCall CenterWebDowntownMobileCateringKioskBaggage
DropVIP serviceFFP Baggage
TracerTransferiPadStartGateLBASCCServiceOrderServiceOrderServiceOrderServiceMessageServiceMessageServiceMessagePassive
ServiceProcedureProactive ServiceDriven Procedure
- 18. SCCService Control CenterInformation Outside Search Engine
FacebookInformation Inside SVC CBD Flight Detail Transfer
ListSolution Center Service Order Service Message
- 19. To Conclude: Based on the analysis of big data, business
intelligence,and passing information to each passenger touch
pointthrough mobile devices, we can effectively improve
&personalize the passenger experience across channels.Big
DataBusinessIntelligenceMobility
- 20. DISCLAIMERAny use, republication or redistribution of this
content isexpressly prohibited without the prior written consent
ofthe Author. Permission to copy and reproduce contentmay be
granted by the author, at their discretion, andby request
only.Source: presentation of Jerry Hu, China Southern Airlinesat
the 2013 SITA Air Transport IT Summit, Brussels.2013 Air Transport
IT Summit