Como é que uma das maiores companhias aéreas do mundo cria experiências personalizadas que não só agregam valor aos clientes, mas também aos colaboradores?
Durante uma sessão de discussão na Sitecore DX Minneapolis, Jon Price, Diretor Global de Práticas de Sitecore da Americaneagle.com, e Rick Bauer, Diretor Global de Transformação do Cliente da Sitecore, compartilharam insights do caminho da United Airlines para a personalização e como uma combinação de Sitecore CDP e ainda Personalize está ajudando a companhia aérea a transformar suas operações com experiências altamente personalizadas.
Potenciar experiências personalizadas
United Airlines has the most comprehensive route network in North America e ainda is one of the top 5 airlines in the world. United has been a Sitecore customer since 2016 e ainda uses Sitecore technology to power its global intranet, pilot communication platform, e ainda 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 e ainda lower their level of effort (LOE) on maintenance.
Calling on Sitecore e ainda implementation partner Americaneagle.com, they set out their vision e ainda shared their challenges e ainda requirements.
Reunir inspiração para fomentar a inovação
For Sitecore e ainda 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 e ainda 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, e ainda Sitecore met to discuss the airline’s external e ainda internal personalization goals.
Some of the external (digital signage) goals included enhancing the gate experience for customers e ainda agents, introducing automated personalization, delivering tailored translated content to gates based on flights e ainda demographic information, e ainda 1:1 personalization after deboarding.
Internally, United Airlines wanted to improve employee communication e ainda personalization, deliver more tailored content to individuals by role, department, e ainda location, e ainda lower the level of effort required to ste ainda up personalization e ainda A/B testing scenarios.
Based on this shortlist of external e ainda internal goals, it was possible to create a roadmap e ainda 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.
Criando um plano para composable
With Sitecore CDP e ainda 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, e ainda Sitecore Personalize.
There were several important factors to consider from an external e ainda 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, e ainda performance
- Conteúdo: Onde o conteúdo seria armazenado? Deve ser CMS, Personalize ou híbrido?
- Pessoal: Técnico (back-end e ainda front-end), marketing, e ainda content
- Cost e ainda effort: Operational vs capital, license, dev effort, e ainda content/marketing effort
Price e ainda Bauer rounded out the presentation by sharing the skillsets required to implement Sitecore CDP e ainda Personalize, hybrid options, e ainda the various ways that companies can make the move from XP to Personalize e ainda 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, e ainda improve performance. Price also underlined the importance of going through POCs or quick ‘learn e ainda adapt’ iterations before moving to a composable architecture.
Benefícios da abordagem composable
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, e ainda the ability to plug e ainda play with other systems.
Quer levar sua estratégia de personalização para o próximo nível? Discover mais sobre como Sitecore produtos de personalização composable can help your organization deliver the type of CX that drives engagement e ainda loyalty.