How a composable approach is enabling non-stop innovation at United Airlines
Discover why United Airlines trusts Sitecore Personalize, CDP, and XM Cloud to power its digital signage and personalized customer experiences.
4 minute read
During a breakout session at Sitecore Symposium 2024, Charlie Hong, Product Owner, Digital Signage, United Airlines, Jon Price, VP Sitecore Practice, Americaneagle.com, and LaRissa Connett Moore, Manager, Gate Customer Strategy and Innovation at United Airlines discussed the airline’s composable approach to transforming its signage and mobile apps, enabling the airline to deliver tailored, relevant experiences for travelers.
Delivering best-in-class transformation
Airports may be considered gateways to freedom, connection, and adventure, but whether traveling for work or for play, few travelers will encounter a completely stress-free experience.
In an effort to reduce the frustration caused by delays, cancelations, and other unpredictable travel disruptions, United Airlines is embarking on a mission to transform the traveler experience using emerging tech and new processes.
Kicking off their Sitecore Symposium 2024 panel discussion, LaRissa Connett Moore, Manager, Gate Customer Strategy and Innovation at United Airlines discussed the airline’s vision for ‘the future traveler’ and how recent enhancements to United Airlines’ signage and mobile app ensure different groups are getting consistent messaging, “From our testing and research with our customers, we found that in order to feel boarding-ready they need to be able to have consistent, real-time communication across all of our digital channels including signage and mobile app notifications.”
She explained that the right level of detail at the right time is allowing customers to feel more informed and confident ahead of their journey. Meanwhile, in the case of delays and cancelations, travelers can now learn why they are being delayed and can find out at an early opportunity whether they are entitled to a voucher or other compensation.
How Sitecore solutions are reducing demands on customer service teams
Using Sitecore Personalize and CDP to automate personalized messaging, the airline is now empowering its non-English speaking customers to get answers to their questions faster. In particular, the airline has focused its efforts on translating information displayed on digital signage for Spanish-speaking customers.
Connett Moore explained that typically, United Airlines assigns one agent per 200 travelers. By providing information in the traveler’s own language, their digital signage is extending customer support capabilities, meaning travelers do not need to wait for an agent who speaks their language.
By cutting down on the number of travelers waiting in line at airport desks, customer service agents now have more time to get through priority tasks and queries that cannot be solved through self-service.
United Airlines’ composable transformation journey
Charlie Hong, Product Owner, Digital Signage, United Airlines, explained that United Airlines’ journey to composable began in 2021 when they migrated from their legacy CMS solution to Sitecore XP.
In 2023, they made the move to Sitecore XM, adding Sitecore CDP and Personalize to power personalized gate experiences and over 2000 digital signs.
Most recently, they have decided to go all-in on SaaS, with Sitecore XM Cloud and Vercel, plus CDP and Personalize driving personalized content and messaging. Hong said one of the major benefits of XM Cloud is that it allows United Airlines to scale and evolve their digital initiatives without having to upgrade.
Reflecting on United Airlines’ journey to composable, Jon Price, VP Sitecore Practice, AmericanEagle.com, pointed to the progressive steps taken by the airline to reach their composable current solution, highlighting how Sitecore’s commitment to flexibility makes it possible for brands to build the right solution and scale innovation at their own pace.
Reaching new heights in customer trust and engagement
The recent digital experience enhancements have already increased trust in the United Airlines brand and their digital signage.
66%
of English-speaking users are finding the personalization and language translation useful.
82%
Spanish-speaking customers say the new features ease their travel experience.
10%
NPS score improvement wherever digital signage is displayed.
Future enhancements include improved irregular operations signage. Personalized wayfinding is also in the works, including providing information about walk times and directions to gates. The airline is also planning to launch personalized status reports – delivering tailored information about when a traveler’s flight is boarding or gate is closing, helping to reduce traveler stress and ensure flight operations run smoothly.
Discover more about how a composable approach gives brands the power to innovate.