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Successful strategies driven by data

Theodoros Papakonstantinou | 21 January 2019

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What has changed?

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Strategic choices are made across a new set of dimensions

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Supply Demand

Remove constraintsfrom supply

Increase utilization

Unlump capacity

Enlist new / latent supply

Fundamentally change supply-side cost structure

Automate

Virtualize

Disintermediate

Become more accurate and predictive

New ways to connectsupply and demand & create new markets

Matching

Exchanges

Standards

Verification

Creation of completely new ecosystems

New value chains

Redefine whole sectors

Perfect matching of demand and supply

Unbundle

Tailor

Price more accurately

Take away subsidies

Make it now and easy

Fundamentally improve the value to the customer

Enrich products with information

Optimize customer journeys

Products as a service

Digital is reshaping economics

Digital is redefining both demand and supply side economics, but most importantly it’s redefining how demand meets supply.

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Create value through data

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Create value through platform

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Deliver value to customers

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Digitize the core

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Transform the organization

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What

The vision of Lufthansa is to be recognized as the leading customer-focused airline through greater personalization, offering new and innovative services together with new digitalization of the customer experience resulting in increased customer satisfaction and new revenue growth.

How

Company-wide program to design the future customer experiences and to develop the required technical and functional foundations, so as to be able to offer each traveler personalized communication, products and services according to his/her individual needs throughout his/her customer journey.

Indicative customer journey for an airline

Lufthansa Program Smile

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Lufthansa Program Smile

• Lufthansa ID• Frontends• Interfaces

Recognition of detailed customer

profile

Execution ofAnalytics & Scores

Rules

Customer logs on

Customer is identified

Based on scores and affinity, rules will be

triggered

Customer scores are or have been

calculatedPersonalized Offer and Services are

displayed

Accepts offer

• Master Data Management

• Data Virtualization

• Data Lake (Hadoop)

• Data Acquisition• Analytic Processing

• TIBCO Business Events

• Caching Solutions for Prices and Availability

Unique Identifier for loyalty & non-loyalty customers

Offers and Services

?

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Solution Architecture

Multi Channel UI Digital Platform Rules Engine & Complex Event Processing

User Data Management Products & Services Analytics Platform

Customer Experience

Customer understanding through Segmentation

Customer Journey Assessment to assess current state and identify Moments of Truth

Design of Personalized Experiences to be delivered around Moments of Truth and identification of relevant capabilities (strategy, processes, people, technology) to activate them

Definition of Roadmap and Execution Planning

Analytics Center of Excellence

Aims to support the Smile program and also deliver analytics across the whole enterprise

Analytics Garage to explore data-driven use cases, develop and train models and scout for technology

Analytics Factory to industrialize personalization techniques and approaches created by the Garage

Analytics Engine which provides new components for Master Data Management, Data Storage and Scoring Models and Data-Driven Rules Engine

FUNDAMENTAL PILLARS

Lufthansa Program Smile

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Data governance & strategy

Data architecture

Data quality management

Data lifecycle

management

Metadata management

Master data management

Data privacy & security

Enterprise Data

Management System

Enterprise Data Management is concerned with the whole spectrum of activities directed toward the organization and proper usage of data and is very important for any data-driven company.

Enterprise Data Management System

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