世界最大級の航空会社は、顧客だけでなく従業員にも価値を提供するパーソナライズされたエクスペリエンスをどのように生み出しているのでしょうか?
Sitecore DX Minneapolisでのブレイクアウトセッションでは、Americaneagle.com のグローバルSitecoreプラクティスディレクターであるJon Price氏と、Sitecoreのカスタマートランスフォーメーション担当グローバルディレクターであるRick Bauer氏が、ユナイテッド航空のパーソナライズへの道のりのインサイトと、Sitecore CDP そしてパーソナライズは、高度にパーソナライズされたエクスペリエンスで航空会社の業務変革を支援しています。
パーソナライズされたエクスペリエンスの強化
United Airlines has the most comprehensive route network in North America そしてis one of the top 5 airlines in the world. United has been a Sitecore customer since 2016 そしてuses Sitecore technology to power its global intranet, pilot communication platform, そして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 そしてlower their level of effort (LOE) on maintenance.
Calling on Sitecore そしてimplementation partner Americaneagle.com, they set out their vision そしてshared their challenges そしてrequirements.
イノベーションを促進するためのインスピレーションの収集
For Sitecore そして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 そして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, そしてSitecore met to discuss the airline’s external そしてinternal personalization goals.
Some of the external (digital signage) goals included enhancing the gate experience for customers そしてagents, introducing automated personalization, delivering tailored translated content to gates based on flights そしてdemographic information, そして1:1 personalization after deboarding.
Internally, United Airlines wanted to improve employee communication そしてpersonalization, deliver more tailored content to individuals by role, department, そしてlocation, そしてlower the level of effort required to stそしてup personalization そしてA/B testing scenarios.
Based on this shortlist of external そしてinternal goals, it was possible to create a roadmap そして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.
コンポーザブルのプランの作成
With Sitecore CDP そしてパーソナライズ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, そしてSitecore Personalize.
There were several important factors to consider from an external そして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:
- テクニカル: Products, integration method, time, cost, そしてperformance
- コンテンツ: コンテンツはどこに保存されますか?コンテンツ管理システム、Personalize、またはハイブリッドのいずれである必要がありますか?
- 人員: テクニカル (back-end そしてfront-end), marketing, そしてcontent
- Cost そしてeffort: Operational vs capital, license, dev effort, そしてcontent/marketing effort
Price そしてBauer rounded out the presentation by sharing the skillsets required to implement Sitecore CDP そしてPersonalize, hybrid options, そしてthe various ways that companies can make the move from XP to パーソナライズそして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, そしてimprove performance. Price also underlined the importance of going through POCs or quick ‘learn そしてadapt’ iterations before moving to a composable architecture.
コンポーザブルアプローチの利点
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, そしてthe ability to plug そしてplay with other systems.
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