Challenge
Travel experiences start long before wheels-up and with the
expectation of fluid digital experiences, customers now drive
business change. When you’re one of the world’s oldest airlines,
it becomes even more critical to be able to combine your
heritage with a concerted focus on tomorrow. In 2016, Avianca’s
new CEO stated a new direction: transform Avianca into “a
digital company that flies airplanes.”
Avianca wanted to improve customer experience and employee
productivity, so initially responded to this epic challenge by
creating a series of Requests for Proposals, addressing clients,
operations and enterprise.
We had already built a strong relationship with Avianca—10 years
working with them as a trusted partner—and knew their business
well enough to propose their vision had the best chance of
success if it was managed as a single, integrated program. They
agreed and chose us, and other partners, to deliver their
digital transformation.
Strategy and solution
To deliver on this ambitious vision, our project addressed five
key components:
-
Business and Technology Transformation
Creating the digital capabilities required to accelerate Avianca’s changes, including applied analytics, solution architecture, digital marketing automation and eCommerce platforms -
Digital Operations
Designing, setting-up, and managing the end-to-end operation of Avianca’s digital customer channels -
Value Realization Office and PMO
Controlling the program performance, acting as partners by focusing on top and bottom-line results and value creation -
Organizational Transformation
Building a digital-ready organization by transforming Avianca’s culture -
Digital Customer Experience and Innovation
Designing and delivering an amazing customer experience with our design teams
From the outset we knew that Adobe was the right solution and
future platform for Avianca to become a leading digital company.
Given Avianca’s focus on the customer experience, Adobe
Experience Cloud was a key component of the transformation,
particularly for avianca.com.
We also implemented:
-
Adobe Target
A/B and multivariable testing and personalization tool for the website, mobile and eCommerce platforms -
Adobe Campaign
Digital marketing campaign management tool to orchestrate and centralize communications and improve direct sales -
Adobe Audience Manager
Audience management tool for segmentation, personalization and digital marketing -
Adobe Experience Manager
Content management for robust, efficient, and simple content creation, enhancement and distribution
Transformation
This game-changing project is already helping Avianca lead the
way in the travel industry. Although we’re only partway through
the five-year journey of transformation, we’ve already achieved
significant success for Avianca and will continue to deliver
impressive results that set the standard for airlines of
tomorrow.
- New business processes enable rapid prototyping and user testing. For example, using Adobe Target we’ve been able to optimize the way ticket prices are presented and completely changed the experience of mobile buying.
- Information is now more available across the business. By implementing a big data and analytics platform, Avianca can now access and act on consolidated unique customer profiles for CRM and personalization initiatives.
15%
Year-on-year digital sales growth delivered by Avianca.com vs
4% of other company channels.
+343%
Year-on-year sales growth and more effective email marketing
campaigns thanks to our new operating model for digital
marketing.
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