1. Marketer's Dilemma
Your Boarding Pass • Limited Loyalty
• Lack of direct brand interaction with the consumer
due dominance of agents and OTAs
To Customer • Constantly providing quality service despite price
pressure and high operational costs
Engagement • Providing an integrated customer experience – online,
offline, mobile, kiosk, etc.
With over 90 million passengers flying on an
annual basis, India is the 9th largest aviation
market in the world. In June 2011, India's
growth in domestic aviation was second only to
Brazil and it is anticipated that the civil aviation
CC as an Enabler
market will grow at a CAGR of ~ 16%over the
next 2 years. (Source: IBEF).
• Build strong communities of consumers
Today flying is the most preferred mode of • Create an immersive and integrated experience
travel, especially for business and most economy • Multi-channel customer engagement
travellers. Large amount of flyers will pick any • Conduct in-depth analysis and provide valuable insights
airline with the cheapest price even at the cost of • Ensure smooth execution and enhance RoI
service and quality. Hence it's even more
imperative for airlines to 'engage' with their
existing, and potential customers, and develop
brand loyalty to ensure efficiency in cost per
available seat kilometres. However, the
challenges faced by the marketers are not
limited to providing the 'better, faster, cheaper', Energise with Unica
but also in the 'Who, What, Where, When, Why'
of the marketing initiative itself. • Reduce campaign costs and execution time
• Build strong relationships
Growing transactional data needs the right tools • Communicate the right message to the right
to monitor, analyse and execute marketing user at the right time via the right channel
initiatives. The idea is to understand the
customer, the segmentations based on flight
patterns, preferences, and behaviour before and
after a flying experience.
Customer Centria (CC) helps you use powerful
analytical tools, powered by IBM Unica, Results
effectively to deliver quality 'multi-channel'
marketing efforts. CC's experience with one of
• Proactive Service
India's largest airline company serves as a strong
• Personalised Offers
proof of our understanding of the aviation
• RoI
sector, and associated issues, concerns and user
• Share of Wallet
profiles.
• Efficiency
• Cost Reduction
customer centria
www.customercentria.com The Customer Engagement & Experience Company
Technology Analytics Interactive

2. From Data to Delight
CC's end-to-end customer engagement solutions energise and deliver a winning multi-channel customer experience.
• Personalised communication to improve client interaction, lower costs and improve marketing efficiencies translating into
enhanced ROI
• Create an integrated customer experience across multiple points of contact including email, web, mobile, kiosk, branch, IVR
and call centre
• Analyse customer behaviour to provide valuable insights on their travel, meal, spending and buying preferences
CC’s solution for the Civil Aviation Industry, powered by IBM Unica
IBM Unica Campaign Management IBM Unica eMessage
• Providing delightful customer experience by • Delivery and tracking of emails
having a unified messaging and branding to all and SMS sent to current and
valued customers via different mediums potential customers while
• Creation and execution of targeted campaigns capturing throughout,
based on segmented lists to provide economical open-rates, click-through rates
and speedy campaigns to reduce time to and conversions Email and SMS
market Channel Communication
Customer Insights Metrics and Response
and Analysis Tracking
IBM Unica Customer Analytics
IBM Unica Detect IBM Coremetrics
• Include customer equity and lifetime value
management to create clusters • Improve cross-sell and retention by • Track online behaviour
• Analyse historical portfolio of various types of identifying patterns and trends based and customer profiling
marketing actions and campaigns on transactional data such as flight to create a robust
bookings, preferences, online database of customer
transaction data through airline loyalty interactions and pattern
programs and bank/retail tie-ups
Source 3
Source 1 Source 2
Response History and Customer Data
Marketing Data Mart
CC's Centre of Excellence and Product Incubation We provide the full spectrum of services for all
Centre UNICA products
CC's Centre of Excellence incubates novel product development: • UNICA Campaign • UNICA NetInsight
• UNICA Interact • UNICA Customer Insight
• Creative solutions for all gaps identified, educate employees about
the adoption of new technologies and create a pool of global best • UNICA Detect • UNICA Predictive Insight
practices • UNICA Leads • UNICA Marketing Operations
• Share and apply key learnings from each project to create world-
class proprietary products that provide ready solutions to clients
Technology Digital Engagement
• Key CC products include Data De-duplication Engine, Loyalty
Management Tool, Social Media Listening Tool and many more!
Marketing Services Loyalty Management
Insights Social Interaction
Management
For more information email at
info@customercentria.com