¿Cómo crea una de las aerolíneas más grandes del mundo experiencias personalizadas que no solo brindan valor a los clientes, sino también a los empleados?
Durante una sesión de trabajo en Sitecore DX Minneapolis, Jon Price, Director de Práctica de Sitecore Global de Americaneagle.com, y Rick Bauer, Director Global de Transformación de Clientes de Sitecore, compartieron ideas sobre el camino de United Airlines hacia la personalización y cómo una combinación de Sitecore CDP y Personalize está ayudando a la aerolínea a transformar sus operaciones con experiencias altamente personalizadas.
Impulsando experiencias personalizadas
United Airlines has the most comprehensive route network in North America y is one of the top 5 airlines in the world. United has been a Sitecore customer since 2016 y uses Sitecore technology to power its global intranet, pilot communication platform, y global policy information hub.
Externally, United Airlines uses Sitecore technology to communicate with customers via 2,000 digital signs displayed in airports across the world. But the airline had reached a point where they wanted to go further with personalization y lower their level of effort (LOE) on maintenance.
Calling on Sitecore y implementation partner Americaneagle.com, they set out their vision y shared their challenges y requirements.
Reuniendo inspiración para impulsar la innovación
For Sitecore y Americaneagle.com, mapping United Airlines’ business goals was the crucial first step in determining the right technology solution to realize their personalization vision. With composable technologies, there are multiple ways to implement y integrate — a very different approach than all-in-one DXPs or platforms, meaning it’s vital to gather as much information as possible at an early stage.
During a dedicated ‘inspiration day’, representatives from United Airlines, Americaneagle.com, y Sitecore met to discuss the airline’s external y internal personalization goals.
Some of the external (digital signage) goals included enhancing the gate experience for customers y agents, introducing automated personalization, delivering tailored translated content to gates based on flights y demographic information, y 1:1 personalization after deboarding.
Internally, United Airlines wanted to improve employee communication y personalization, deliver more tailored content to individuals by role, department, y location, y lower the level of effort required to sty up personalization y A/B testing scenarios.
Based on this shortlist of external y internal goals, it was possible to create a roadmap y decide the most effective plan of action. To set these plans in motion, representatives reconvened at an ‘innovation lab’ – a hackathon-style event which took place over the course of five days. By taking a highly collaborative approach, they successfully delivered a fully functioning POC.
Creación de un plan para componible
With Sitecore CDP y Personalize determined as the right solutions to drive United Airlines’ personalization efforts, United would need to make the move from Sitecore Experience Platform (XP) to a composable stack consisting of Sitecore Experience Manager (XM), Sitecore CDP, y Sitecore Personalize.
There were several important factors to consider from an external y internal perspective before embarking on the move to composable. During the innovation lab session, four pillars were identified which would need to be considered before United Airlines could implement composable architecture:
- Técnico: Products, integration method, time, cost, y performance
- Contenido: ¿Dónde se almacenaría el contenido? ¿Debería ser CMS, Personalize o híbrido?
- Personal: Técnico (back-end y front-end), marketing, y content
- Cost y effort: Operational vs capital, license, dev effort, y content/marketing effort
Price y Bauer rounded out the presentation by sharing the skillsets required to implement Sitecore CDP y Personalize, hybrid options, y the various ways that companies can make the move from XP to Personalize y CDP.
For example, organizations that move from XP to XM can still leverage personalization rules if they integrate it with a new CDP or Identity Provider. This will reduce technical debt, simplify architecture along the way, y improve performance. Price also underlined the importance of going through POCs or quick ‘learn y adapt’ iterations before moving to a composable architecture.
Beneficios del enfoque componible
United Airlines has experienced several benefits since switching to a composable approach, including less intense upgrades, lower hosting costs, less data management, less time on maintenance, quicker development life cycles, y the ability to plug y play with other systems.
¿Buscas llevar tu estrategia de personalización al siguiente nivel? Discover más sobre cómo Sitecore Productos de personalización componibles can help your organization deliver the type of CX that drives engagement y loyalty.