ALITALIA.COM

CUSTOMER PANEL ASSESSMENT

Nicola Arnese

VP e-Business, Alitalia

Rome, 02 October 2012

ALITALIA.COM SELF ASSESSMENT

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ASSESSMENT EXPLANATION

PARAMETER ALITALIA LUFTHANSA

SHOWROOM � Not always consistent in style, very focused on commercial and

ancillaries (see Google assessment)

� Emotional, subjects can vary from offers to products and fleet

ACCOUNT

MANAGEMENT� Limited actions for registered users. Some operational problems

affecting the functionalities (see monthly survey on MilleMiglia channel)

� Multiple ways to access the personal page (simple login, Miles and More,

Res number). Miles and more is powerful and complete

MARKETING CHANNEL � Limited visibility on Marketing online/offline channel, not always

consistent in style

� Consistent, effective and well planned

OFFERS & PROMO � Many kinds of search (21 days, +/- 3 days, search for categories) but

sometime “hidden”. Prices/availability accuracy at the top of the industry

� Many tools to promote offers, innovative and engaging but not effective

(see Google’s assessment). Pricing accuracy still to be improved

ORDERING � Booking process simple and clear. Many payment options available in

the Italian market, way less in foreign markets. User recognition features

and cross selling for ancillaries to be implemented

� Booking process is overall simple but design looks quite “old”. Many

informations displayed but with weak readability

POST ORDER

MANAGEMENT� Very limited interaction after purchasing (retrieve reservation and print) � Customers can manage their booking, paying penaties (if applicable) and

adding ancillary products from website or mobile device.

USER ENGAGEMENT � User engagement activities are limited to the Facebook page with very

good results. Sharing plugins are spread through the website

�Beside games and contest on Facebook, users are also engaged on the

webiste thanks to travel reviews and partnership with Tripadvisor. In addition

LH runs the MySkyStatus social platform

SUPPORT � Dedicated team at the call center for online support for Italian market

only

� Dedicated team at the call center for all markets

USER INTERFACE/

NAVIGATION� Simple but not up to date with latest trends in user experience (Latest

restyle: June 2010)

� Navigation and Home Page have been recently renewed (early 2012)

with a positive impact on user experience. Rest of website still in older layout

SEGMENTATION/

TARGETING� Offers for youths and corporate (eg. Carnet) are avaialble on the

website. But overall content (including newsletters) is not segmented

neither geographically nor demographically

� Not present

MULTICHANNEL � Online functionalities are present on main digital devices, but not yet

integrated among them

� Online functionalities are present on main digital devices, but not

integrated among them

SEO � Performs quite well in the home market � LH positioning on Google is Still behind airline competitors and OLTA

ALITALIA.COM VS OLTA (FROM CUSTOMER PERSPECTIVE)

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• Online travel Agents (OTA) are a relevant

marketplace in terms of customer reach and

pricing/comparison capability

• Alitalia.com should have same or better

commercial opportunities compared to OTA

• OTA target direct supplier customers both online

and off-line

• OTA has a marketing spending 10 times higher

than suppliers like us. The marketing spending

can influence or positioning and has an impact

on our cost.

• Example:

• If agents start to bid on our keyword this impact

the spending In one week to 11.000 euro.

• Assuming that eDreams + Dovevai would continue

to bid, the forecasted cost for Alitalia would the

period JAN-JUL, increase with 337.769 euro.