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SITA creates first 'Live Record' of passenger experience for airlines

United Arab Emirates: Monday, June 01 - 2009 at 16:44
PRESS RELEASE

Airlines will now be able to get a lot closer to their passengers including their likes and dislikes, thanks to an innovation called Customer Journey, from the airline IT specialist, SITA, which provides a 'live' record of the passenger's experience with the airline right down to seat preference, meal choice and the last time they made a complaint.

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Hani El Assaad, SITA Regional Vice President, Middle East and Turkey.

SITA is the first airline passenger management system provider to migrate from the use of a legacy Passenger Name Record (PNR) - the historical standard for data storage - to a new generation Customer Journey record which provides reservations agents with real-time customer data through a single open integrated data base.

Hani El Assaad, SITA Regional Vice President, Middle East and Turkey, said:

"Customer loyalty has never been more prized than in today's market where the global economic downturn means fewer passengers. The information available through Customer Journey includes service experience which allows the airline to ensure no repetition of any disservice. We are pleased to have delivered this on schedule as part of the expansion of our Horizon passenger management portfolio. Other innovative modules will follow."

"In the near future Customer Journey will also provide data to support business intelligence gathering, analysis and reporting. Airlines will be able to extract information for use with revenue management and other airline systems," he added.

Customer Journey is a new feature of SITA's Horizon passenger management portfolio used by 138 airlines and several of them have already been to SITA's demonstration facility in Atlanta, to see the new functionality in action during beta testing.

Dato Rashid Khan, Malaysia Airlines Commercial Director said, "We have never before had real-time access to airline bookings for business intelligence applications and rapid retrieval of customer journey records across multiple search criteria. We are looking forward to seeing the impact it will have on our business when we introduce it."

Customer Journey is an early deliverable in SITA's next generation passenger management programme on which it is collaborating with Oracle, the world's largest software company. The overall objective of the programme is to migrate reservations, inventory, departure control and ticketing systems from legacy to open systems using Service Oriented Architecture. Customer Journey is an example of the phased approach adopted by SITA and Oracle.

Customer Journey will be further developed to capture additional data such as hotels, car hire, trip insurance and other travel related services. It will display all revenues attributed to the customer which helps determine the customer's overall value to the airline.

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Related site: http://www.sita.aero

Notes and media contacts

About SITA:
SITA is the world's leading specialist in air transport communication and IT solutions. SITA delivers and manages business solutions for airline, airport, GDS, government and other customers over the world's most extensive network, which forms the communications backbone of the global air transport industry.

SITA's portfolio includes managed global communications, infrastructure and outsourcing services, as well as services for airline commercial management and passenger operations, flight operations, aircraft operations and air-to-ground communications, airport management and operations, baggage operations, transportation security and border management, cargo operations and more.

With a customer service team of over 1,600 staff around the world, SITA invests significantly in achieving best-in-class customer service, providing integrated local and global support for both its communications and IT application services.

SITA has two main subsidiaries: OnAir, which is the leading provider of in-flight connectivity, and CHAMP Cargosystems, the world's only IT company dedicated solely to air cargo. SITA also operates two joint ventures providing services to the air transport community: Aviareto for aircraft asset management and CertiPath for secure electronic identity management.

SITA is one of the world's most international companies. Its global reach is based on local presence, with services for around 550 air transport industry members and 3,200 customers in over 200 countries and territories. In 2009, the company celebrates 60 years in business. Set up in 1949 with 11 member airlines, SITA today employs people of more than 140 nationalities, speaking over 70 different languages. SITA had consolidated revenues of over $1.47bn (€1.13bn) in 2008.

For further information, please contact:
Mohamed Afifi
Active PR
Tel: +971-4-3900825
Fax: +971-4-3904656
or
SITA
Rafif Nsouli
Head of Marketing
Middle East & Turkey
Tel: +961 1 657 200 Ext: 369

Posted by Rana Mesbah
Monday, June 01 - 2009 at 16:44 UAE local time (GMT+4)

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