CIO Straight Talk - Issue 2 - 44

The initiative takes customers from shopping on our web
site to booking a flight to printing boarding passes at
home or sending them to a mobile phone, and finally, to
the self-service kiosk at the airport.
About two years ago we also implemented a feature that,
in the event of a flight cancellation or delay, sends a
notification message by e-mail and also proposes a new
flight to the customer.
While the eventual benefits to the customers are significant, it is a challenge to get customers to change from a
process they are familiar with and sign up for a
self-service program. There have to be a lot of incentives
for them to try it for the first and maybe also for the
second time. You must ensure a good experience when
they first try it. Once they experience it, they see the value
and they want to use it again.
Similarly, employees who may be concerned at first about
a self-service program soon embrace it. They see that it
enhances their job by allowing them to engage in a
conversation with the customer instead of just entering
data while looking at a computer screen.
The Results

Our self-service initiative has gained momentum. Nearly
65% of Air Canada’s domestic passengers now book their
flights themselves using the web. Business Traveler
magazine recognized Air Canada with the Best Airline
Website award in 2010.
The move to self-service seems to be improving the quality
of our engagement with our customers. The continued
year-over-year improvements in monthly customer
satisfaction ratings and the numerous industry awards Air
Canada won in 2009 and 2010 are strong evidence that we
have been successful. For example, “overall satisfaction”
increased 10 percentage points among our customers in
2010.
Furthermore, 71% of Canadian business travelers
surveyed by Ipsos Reid for their 2010 Canadian Business

The Takeaway
Increasingly, IT is integral to the value proposition of a
company’s product or service. Air Canada shows how IT
can also shape the customer experience before and after the
use of the “product” – which in the airline’s case is safe,
reliable and comfortable air travel. From the moment of
purchase (or before) through planning for the next trip, IT
enhances travelers’ experience by empowering them to
manage it themselves.

44

// CIO Straight Talk

Travel Study named Air Canada as their preferred airline,
the third consecutive year of improvement in the airline’s
ratings.
What’s Next?
We will continue to push the envelope on what we allow
customers to do prior to leaving for the airport and after
they get off the plane. We are also embarking on a new
CRM strategy. While we currently capture some customer
information, we plan to capture information at every
touch-point. With this total view of the customer, we will
be able to personalize the experience of the customer
during each interaction. This will further expand our vision
of putting IT at the center of Air Canada’s efforts to delight
its customers.

The initiative takes customers from
shopping on our web site to booking
a flight to printing boarding passes
at home or sending them to a
mobile phone, and finally, to the
self-service kiosk at the airport.



CIO Straight Talk - Issue 2

Table of Contents for the Digital Edition of CIO Straight Talk - Issue 2

CIO Straight Talk - Issue 2
Contents
So What Do CIOs Want
Innovation at the Periphery
The CIO as Thought Leader
Career Move: From Managing Technology to Managing Change
Every CIO is in the Information Business
Analytics and Decision Making
Putting IT at the Center of the Customer Experience
Pick n Pay Focuses on Delivering Value to Customers
Bringing "Lean" to IT
Whither the Cloud in a Stormy IT Enviroment?
Management by Driving a Stake in the Ground
From Data Processing to Orchestrating Knowledge
Extreme Collaboration
Enterprise Mobility: Delivering the Connected Customer Experience
CIO Straight Talk - Issue 2 - CIO Straight Talk - Issue 2
CIO Straight Talk - Issue 2 - Cover2
CIO Straight Talk - Issue 2 - 3
CIO Straight Talk - Issue 2 - Contents
CIO Straight Talk - Issue 2 - 5
CIO Straight Talk - Issue 2 - So What Do CIOs Want
CIO Straight Talk - Issue 2 - 7
CIO Straight Talk - Issue 2 - 8
CIO Straight Talk - Issue 2 - 9
CIO Straight Talk - Issue 2 - 10
CIO Straight Talk - Issue 2 - 11
CIO Straight Talk - Issue 2 - 12
CIO Straight Talk - Issue 2 - 13
CIO Straight Talk - Issue 2 - 14
CIO Straight Talk - Issue 2 - 15
CIO Straight Talk - Issue 2 - 16
CIO Straight Talk - Issue 2 - 17
CIO Straight Talk - Issue 2 - Innovation at the Periphery
CIO Straight Talk - Issue 2 - 19
CIO Straight Talk - Issue 2 - 20
CIO Straight Talk - Issue 2 - 21
CIO Straight Talk - Issue 2 - The CIO as Thought Leader
CIO Straight Talk - Issue 2 - 23
CIO Straight Talk - Issue 2 - 24
CIO Straight Talk - Issue 2 - 25
CIO Straight Talk - Issue 2 - Career Move: From Managing Technology to Managing Change
CIO Straight Talk - Issue 2 - 27
CIO Straight Talk - Issue 2 - 28
CIO Straight Talk - Issue 2 - 29
CIO Straight Talk - Issue 2 - Every CIO is in the Information Business
CIO Straight Talk - Issue 2 - 31
CIO Straight Talk - Issue 2 - 32
CIO Straight Talk - Issue 2 - 33
CIO Straight Talk - Issue 2 - Analytics and Decision Making
CIO Straight Talk - Issue 2 - 35
CIO Straight Talk - Issue 2 - 36
CIO Straight Talk - Issue 2 - 37
CIO Straight Talk - Issue 2 - 38
CIO Straight Talk - Issue 2 - 39
CIO Straight Talk - Issue 2 - Putting IT at the Center of the Customer Experience
CIO Straight Talk - Issue 2 - 41
CIO Straight Talk - Issue 2 - 42
CIO Straight Talk - Issue 2 - Pick n Pay Focuses on Delivering Value to Customers
CIO Straight Talk - Issue 2 - 44
CIO Straight Talk - Issue 2 - 45
CIO Straight Talk - Issue 2 - 46
CIO Straight Talk - Issue 2 - Bringing "Lean" to IT
CIO Straight Talk - Issue 2 - 48
CIO Straight Talk - Issue 2 - 49
CIO Straight Talk - Issue 2 - 50
CIO Straight Talk - Issue 2 - Whither the Cloud in a Stormy IT Enviroment?
CIO Straight Talk - Issue 2 - 52
CIO Straight Talk - Issue 2 - 53
CIO Straight Talk - Issue 2 - 54
CIO Straight Talk - Issue 2 - 55
CIO Straight Talk - Issue 2 - Management by Driving a Stake in the Ground
CIO Straight Talk - Issue 2 - 57
CIO Straight Talk - Issue 2 - 58
CIO Straight Talk - Issue 2 - From Data Processing to Orchestrating Knowledge
CIO Straight Talk - Issue 2 - 60
CIO Straight Talk - Issue 2 - 61
CIO Straight Talk - Issue 2 - Extreme Collaboration
CIO Straight Talk - Issue 2 - 63
CIO Straight Talk - Issue 2 - 64
CIO Straight Talk - Issue 2 - 65
CIO Straight Talk - Issue 2 - Enterprise Mobility: Delivering the Connected Customer Experience
CIO Straight Talk - Issue 2 - 67
CIO Straight Talk - Issue 2 - 68
CIO Straight Talk - Issue 2 - 69
CIO Straight Talk - Issue 2 - 70
CIO Straight Talk - Issue 2 - 71
CIO Straight Talk - Issue 2 - 72
CIO Straight Talk - Issue 2 - 73
CIO Straight Talk - Issue 2 - 74
CIO Straight Talk - Issue 2 - Cover3
CIO Straight Talk - Issue 2 - Cover4
http://magazine.straighttalkonline.com/assetheavy2020
http://magazine.straighttalkonline.com/issue11
http://magazine.straighttalkonline.com/womenintech2
http://magazine.straighttalkonline.com/issue11
http://magazine.straighttalkonline.com/issue10
http://magazine.straighttalkonline.com/issue9
http://magazine.straighttalkonline.com/issue8
http://magazine.straighttalkonline.com/issue7
http://magazine.straighttalkonline.com/issue6
http://magazine.straighttalkonline.com/issue5
http://magazine.straighttalkonline.com/issue4
http://magazine.straighttalkonline.com/issue3
http://magazine.straighttalkonline.com/issue2
http://magazine.straighttalkonline.com/issue1
https://www.nxtbookmedia.com