DIGITAL STRATEGY

Nicola Arnese

VP e-Business, Alitalia

B.Com Event

Turin, 18th April 2013

2

STRATEGY: FROM TRANSACTION TO RELATIONSHIP

CREATE

INTIMACY AND LOYALTY

BY ENGAGING CUSTOMERS

IN A DIRECT RELATIONSHIP

ALONG THE

ENTIRE TRAVEL CYCLE

COMMANDMENTS & ENABLERS

1. Make all products and services available to the on-line channels with a self-service

appraoch

2. Offer a simple yet engaging customer experience

3. Define enhancements based on customer analytics

4. Big Data exploitation for 1:1 Customer Relationship Management

5. Produce and deliver relevant, inspiring and customized contents

6. Be where and when customers are: occupy the digital marketplaces,efficiently to trade,

brand and generate leads.

7. Mobile technology to be with customer, always (Alitalia in your pocket)

8. Leverage Social Media firepower and depth of information

9. Deliver outstanding customer support pre and after sales/service

10. Be an attractive advertising marketplace

Solid and flexible

infrastructureG-Local approach

Coherent channel

distribution policy

Digital culture

across the company

Effective

commercial strategy

10

CO

MM

AN

DM

EN

TS

FUNDAMENTAL ENABLERS

3

2013 – 2016 GOALS

Worldwide Goals 2012 2013 2014 2015 2016

Revenue

Coupon Share

Flown Revenue Share

Digital Check-in Share

Digital direct contacts

Social Followers

LEGENDA:

• Coupon share: alitalia.com coupon sold vs total coupons sold

• Flown Revenue Share: alitalia.com revenue flown vs. total revenue flown

• Digital Check-in Share: check-in via alitalia.com, Mobile, Airport Self, vs total check-in

• Digital direct contacts: numer of owned unique contacts: e-mail, sms, app download, Social login

• Social Followers: number of followers on Social Media

4

MAIN KPI’s

Worldwide 2012 2013 2014 2015 2016

Overall Customer Satisfaction

Customer 3.0 Index

Paid Visits Index

Booking Conv. Rate

Home Page Availability

Home Page Response Time

LEGENDA:• Customer Satisfaction Index Overall Customer Satisfaction measured by monthly survey on Italian site

• Customer 3.0 Index : Number of contacts to Customer Support vs Total digital check-in and tickets. Starting Q4/2013 will include

call me back option for customers leaving the booking in critical steps.

• Paid Visits Index: Visits generated by paid activity (ie Google AdWords) vs. Total Visits

• Booking Conversion rate: Total Tickets vs. Total Visits total ooking

• Home Page Availability: Time where Home Page has been available

• Home Page Response Time:Time needed to download the Home Page.

5

6

DIGITAL LIFECYCLE

Both functional developments (right) and commercial processes (left) are aiming at

optimizing the Customer Experience

7

ORGANIZATION

eBusiness

Innovation

PlanningUser Experience

Design & Optimization

Personal Experience

(Loyalty /CKin/Ancillary)

eBooking

Mobile

eSales

eAcquisition

Shop Management

Digital Relationship

Digital Contents

Social Media

1:1

direct marketing

Quality Assurance

e-Analytics

IT

Markets

Call Center