Small Problems Vs Great Solutions Big Data Approach for Active & Passive Self Services

Small problems Vs Great Solutions
Big Data Approach for Active & Passive Self Services
Small
Problems Vs
Great
Solutions
Big Data Approach
for Active & Passive
Self Services
Dimitris Bountolos
Head of Coordination & Hub
Iberia Airlines [IAG Group]
GVA 9th
April15:45

Self C.Service
Self Boarding
Mobility & Roving Agents
Passive Self Service & Big Data

in
Baggage Handling Load / Unload Baggage Delivery
Check-in ConnectionSecurity Customer
Service
BoardingIB Choice
Baggage
Claim
Self Bag Drop Self Boarding Self Re-booking Self Bags recoverySelf Doc.Check Self Service Point
The entire D2D customer journey is able to be lived in a self mode: All
airport processes would be completely driven in a self mode before 2020

Service
BoardingIB Choice
Baggage
Claim
The entire D2D customer journey is able to be lived in a self mode:
Besides de “self-mode” the mobiles devices are gaining prominence
Mobile
Ecosystem
Active
Self
Service
Semi
Active

Years ago “The
Mouse” was the
contact with the digital
context……It forced
you to be wired with
the reality.

06:00 08:00 08:00/17:00 17:00 20:00 00:00
Our generation is living a connected way of life: The vital biorhythm is
driven by the continuous availability of information, any place, any time…

Right now we live in a
digital prison where
everybody and
everything is
accessible: Outside,
there is nothing…

EVERYTHING IS CONNETED

The society has changed during last 5-6 years, right now all
experiences are lived and broadcasted digitally through the mobile
personal devices.
Pope´s ceremony of enthronization Super Bowl party games

Despite of having a complete Self Service, customers always have an
experience (good, bad, neutral): During the transitions, the
boundaries between processes, Passive Self Services & Big Data can
reduce the tension and stress over the pain points

Iberia Conecta: Push SMS & e-mail
“Small Problems & Great Solutions” solved with Smart passive interactions
Service
BoardingIB Choice
Baggage
Claim
Mobile Ecosystem
Active
Self
Service
The processes will be embraced with the passive Self-Services: All truth
moments are enhanced with additional touchpoints.
IBHelp : 2nd. Generation of the IPAD solution for a mobile Customer Service Work Force
Semi
Active
Passive
Self-
Service

Everybody knows exactly the meaning of
the so called “Big Data” concept?...

Sensor Data
Public Data
Social Media
Transactions
Enterprise
Data
Airport
Data
Airport
“Big Data”
Ecosystem
The first mandatory attribute of the Airport “Big Data” Ecosystem is the
necessity of multiple sources, stakeholers and technologies

1 Big Data Production
ERP, CRM, Social Media, Web Analytics,
RFID, sensors, Machine Generate
3 Big Data Consumption
Mining, Analytics, Search,
Enrichments, Process´Re-
ingenieering
2 Big Data Management
Big Data Integration & Big Data Quality
1st Stage 3rd Stage
Customer ´s needs & requirements
Technology strategy
Once the sources are identified it´s essential to certify the accuracy and
the quality of the integrated information after this step starts the usage of
Big Data

V w
3 3

Data
Velocity
Data
Volume
Data
Variety
KB.
MB.
GB.
TB.
PB.
Real Time.
Table
Reports
Data Base
Mobile
Apps
Photo
Web
Video
Audio
SMS
e-mail
Social
Tech
Dig,
Signage
Virt.
Agents
QSPs
Scales
KPIs
Video
Wall
The “Big Data” Airport & Airline Ecosystem is based on : velocity,
volume & variety those three axes are shared between processes &
stakeholders
Data
Velocity
Data
Volume
Data
Variety
KB.
MB.
GB.
TB.
PB.
Table
Reports
Data Base
Mobile
Apps
Photo
Web
Video
Audio
SMS
e-mail
Social
Tech
Dig,
Signage
Virt.
Agents
QSPs
Scales
KPIs
Video
Wall
Data
Velocity
Data
Volume
Data
Variety
KB.
MB.
GB.
TB.
PB.
Table
Reports
Data Base
Mobile
Apps
Photo
Web
Video
Audio
SMS
e-mail
Social
Tech
Dig,
Signage
Virt.
Agents
QSPs
Scales
KPIs
Video
Wall
Data
Velocity
Data
Volume
Data
Variety
KB.
MB.
GB.
TB.
PB.
Table
Reports
Data Base
Mobile
Apps
Photo
Web
Video
Audio
SMS
e-mail
Social
Tech
Dig,
Signage
Virt.
Agents
QSPs
Scales
KPIs
Video
Wall
Customer
Baggage
Cargo

#Sources & Outputs >50 <100 <200 <500 <1000
SMS [#]
e-mail [#]
Video [#]
Bach Processes [#]
Data Bases [#]
Time based reports [#]
Online Reports [#]
Video Wall KPIs [#]
Corporate App [users]
Flights [#]
# / figures
Several non exhaustive figures about
the daily operational output of the
Madrid Barajas Big Data Scheme

The ability to
offer a
homogeneous
Product &
service in time
of incidents.
Better response
times throughout
the entire airport
sub- processes
portfolio.
Generate
cost savings
over the
third parties
operation.
BHS
Provider
Op Div.
Airport
Security
Airport
Retail
Quality
Airport
Metro
Hotels
Police
Social M.
Depart.
Restaur.
ATC
GHE
Mainten.
Vip
Lounges
Accurate &
tailor-made
answers to
all customer
needs.

It´s important
to mimic the
problem.
The details an
to align the
right solution
to the
detected
problems are
fundamentals
during the
usage of the
operational
information.

“Small Problems & Great Solutions” solved with Smart passive interactions
Service
BoardingIB Choice
Baggage
Claim
• Segregated
areas.
• Dedicated path
for mobiles.
• Fast Track.
• Queue
Management.
• Video
recognition.
• Automatic
baggage delivery.
• Restaurant
e-voucher.
• Hotel e-voucher.
• Boarding gate
finder.
• …
IBHelp : 2nd. Generation of the IPAD solution for a mobile Customer Service Work Force
• Dynamic
grouping
management.
• Reinforced
digital signage.
• Digital
multilingual
public
announcements.
• …
• Tail to Tail
service.
• Connectivity
screens.
• Several
conformance
tracking points
through the
connectivity.
• …
• Baggage Claim
belt finder.
• Automatic
delivery of the
rush baggage.
• Dedicated
intermodal
digital desk.
• Digital
tracking of the
over gauge
baggage.
• Queue
management.
• Virtual Agents.
• Smart Scales.
• Customized Digital
signage.
• Video Recognition.
• Over gauge baggage
• …
Iberia Conecta: Push SMS & e-mail
For each airport processes It has been developed several “passive”
interactions trying to improve the entire customer experience

“DON´T TELL ME WHAT TO DO”

Check-in
Queue
Mgmt
• Reduction on average 10
minutes of queuing time
during peak hour.
• The process time for each
customer and employee is
recorded and integrated in
to the BI platform in order
to enhance the resource
planning.
• The IBpad of the
supervisors help them to
monitories in an online
mode each of the counters
Passive Self Service: With a very simple and smart implementation the
check-in queue management has been enhanced

Check-in
Smart
Scales
Passive Self Service: The new Smart Scales provide accurate and tailor-
made information answering the customer´s needs.
• The new scales distributed
through all the check-in are
equipped with an internal
computer and a digital
screen.
• The information provided let
the customers understand
the limit of their franchise
and if they are allowed or
not to carry the baggage.
• It´s able to modify in an
online way the information
presented in each scale.

Check-in
Virtual
Agents
• Our virtual agents are
simultaneously
broadcasting messages
related with the mayor
customer´s concerns.
• More than 200 messages
organized by concrete
themes are encapsulated
an ready to be
broadcasted.
• The supervisors are able
to launch dedicates
messages with the IBpad.
Passive Self Service: Our Virtual Agents are continuously prepared to
broadcast the most relevant reminders to the customers

Baggage
Claim
Over gauge
Baggage
tracking
• A new platform is used
just to provide accurate
and online information
about the over – gauge
baggage.
• Each customer can
track each piece
including the waiting
minutes until the
delivery
Passive Self Service: Thanks to the GPS , the mobility and the “Big
Data” the status of the over gauge baggage is track at the baggage
claim area

We are not
inventing
the wheel…¡
There are other
initiatives
cheaper and
smarter than
ours that we
have used as
inspiration.
(bus stop antistress for
free)

Customer
Notifications
• The proactive Customer
notifications platform
automatically triggers
thousands of messages
segmented by typology
• Thanks to the continuous
exchange of updates the
management of the day
to day incidences has
been improved
dramatically
Comm.
Channel
Comm.
Moment ContentEvent
Time Schedule
change
Cancelled
Flight
Seat Change
Confirmed
seat
Baggage not
boarded
Baggage
Search File
Delivering
Baggage
Baggage
delivered
Real Time
Real Time
Real Time
Arriving at
destination
Until 24h.
before flying
Until 24h.
before flying
Real Time
Real Time
Passive Self Service: Mobility is an strategic functional & technical

Check-in
Boarding
Cust.Serv.
Baggage
A.
IBHelp
• With the IBHelp, the
evolution of the IBPad
launched on 2010 our
roving agents have the
total control of our
corporate tools in a
mobile ways.
• DCS, CDS Ticketing,
Printing capabilities,
CRM, online KPIs.
Passive Self Service: Mobility is an strategic functional & technical
framework for Iberia, the commitment with our customers is called IBHelp.

Quick
Service
Points
(QSP)
Customer
Service
Passive Self Service: The quick Service Point, a ubiquity touch point
just waiting to solve any customer queries.
• With the QSP we have
spread all over the
airport : land & airside
area relevant online
information for our
customers.
• Boarding area &
Baggage claim are self
assisted providing
added value thanks to
the presence of the with
the QSPs

Check-in ConnectionSecurity
Customer
Service
BoardingIB Choice
In Flight
Service
IPURSER
Baggage
Claim

Jan
2013
Feb
2013
Jan
2012
Feb
2012
Mar
2012
April
2012
May
2012
June
2012
July
2012
Aug
2012
Sep
2012
Oct
2012
Nov
2012
Dic
2012
IBHelp
QSPs
Over Gauge Manag.
SMS & e-mailsSmart Scales
Queuing Mang.
Virtual Agents
Digital Signage CKI
IPAD + PaymentsNew Auto Check-in
2012 was a great year. We implemented more than 100 useful
solutions for small problems. Those are just 10 of them…

All airport processes will be
managed in a “self mode” before
2020.
The personal mobile devices : smartphones and pads are the
linkage between the customers and the company.
The customer service will be completely reformulated:
roving agents, segmented proactive advisory attention….
The “Big Data” Airport Ecosystem will raise new insights
helping the service differentiation.
The tailor-made solutions and the “smart ideas”
will make the difference. The D2D experience will
improved with dozens of passive self-services.

Dimitris Bountolos
Head of Coordination & Hub
Iberia Airlines [ IAG Group ]
e-mail: dbountolos@iberia.es

Small Problems Vs Great Solutions Big Data Approach for Active & Passive Self Services

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