1. 1. Business Intelligence and MobilityEnhance Customer ExperienceJerry Hu China Southern AirlinesBrussels , 19 June 2013
2. 2. Agenda Introduction of China Southern Airlines Business Intelligence and Mobility New Project SCC(service control center)
3. 3. About China Southern Airlines China Southern Airlines isheadquartered in Guangzhou, withintwo-hour drive from Hong Kong. Guangzhou is the starting point ofthe ancient maritime Silk Road.Map of Land Silk Road and Maritime Silk Road
4. 4. The Pearl River Delta in China The Pearl River Delta is the mostdeveloped economy in China, wellknown as the "World Factory". In 2012, the GDP is 1,076.2billions USD. In 2012, the passenger trafficsat the 6 airports in Pearl RiverDelta reach up to 143.1millions. The worldwide production ofshoes, about 50% aremanufactured in Guangdong.BeijingGuangzhou(Canton)ShanghaiGuangzhou (Canton)ShenzhenHong KongMacauZhuhaiShantou
5. 5. Excellent Service and Food Culture Guangdong has a distinctregional culture, is well knownfor excellent service and foodculture.
6. 6. About China Southern Airlines China Southern Airlines has the mostdeveloped route network, with thecenter hubs constructed in Guangzhouand Beijing, densely covers more than150 routes. China Southern Airlines operates 500passenger and cargo aircrafts, including5 Airbus A380 and 1 Boeing 787Dreamliner (9 Boeing 787 Dreamlinersto be delivered).Airbus A380
7. 7. Passenger Traffic in China Southern40200608010016.719.1 21.4 20.428.286.380.744.1 49.2 56.9 58.2Pax carried (Million)Year66.476.52000 2001 20032002 2004 2005 2006 2007 2008 20102009 2011 2012Top 5 in the world
8. 8. China Southern IT TeamCIOIT CenterIT Company Research InstituteThe standard of IT technology of ChinaSouthern has pioneered in the field of civilaviation industry in China.Strategic Planning Investment budgetProduct Management Quality ControlR & D Business ResearchOperation & Maintenance Algorithm researchIT StrategyIT ManagementIT ImplementationA Team of 1,200 IT professionals
9. 9. Agenda Introduction of China Southern Airlines Business Intelligence and Mobility New project SCC(service control center)
10. 10. Business Intelligence in MarketingElite PlusEliteMemberPassengerPrecision MarketingElite PlusEliteMemberPassengerPotential Member
11. 11. Business Intelligence in MarketingName IDNumber ofFlightTotal FareCZ MarketSharesMr. Liu* 2202**19****122000 24 19,134 4.28%Mr.Yu* 3303**19****053000 23 21,010 19.80%Mr. Chen* 3303**19****123000 23 20,628 21.84%Ms. Wang 1101**19****201000 23 11,763 0.00%Mr.Tan* 3303**19****120000 22 19,220 19.95%Mr.Si* 3405**19****09041X 22 40,881 19.14%Ms.Yang* 5115**19****23736X 22 23,944 0.00%Create Virtual Account Membership Promotion for HighValue CustomersEstimate Customer ValueThe non-CZ Member Frequent Flyers in 2012
12. 12. Mobility Service in Cabin Transfer Passengers Lost Luggage Flight Delay Apology Weather forecast Horoscope Seat Map Customer Profile Miles Management Birthday Wishes Passenger Photos
13. 13. Mobility Service in CabinSEP 2008 OCT 2009 SEP 2010In 2009, mobility devicechanged to ONDA MID.Apples iPad has beenused ever since 2010.In 2008, HP PDA devicewas first used for cabinmobile service system.HP PDA ONDA MID iPadTotal 15,664 iPads In Use Now Company Provided: 6,138 BYOD: 9,526
14. 14. Mobility Service in CabinPassenger Photos Transit Passenger List
15. 15. Agenda Introduction of China Southern Airlines Business Intelligence and Mobility New Project SCC(service control center)
16. 16. Core Databases and Control CenterSVC5 CoreDatabaseCBD CODFinanceDatabaseProductDatabase SVCSingle View of Customer SOC,HCC,MCC,SCC CODCentralized OperationsDatabase CBDCustomer Behavior Database
17. 17. SCCService Control CenterSearchflightReservationEarlierCheck inCheck inHandlebaggageSecuritycheckLoungeMileageBaggageclaimTransferserviceCabinserviceWebMobileCall CenterWebMobileCall CenterWebDowntownMobileCateringKioskBaggage DropVIP serviceFFP Baggage TracerTransferiPadStartGateLBASCCServiceOrderServiceOrderServiceOrderServiceMessageServiceMessageServiceMessagePassive ServiceProcedureProactive ServiceDriven Procedure
18. 18. SCCService Control CenterInformation Outside Search Engine FacebookInformation Inside SVC CBD Flight Detail Transfer ListSolution Center Service Order Service Message
19. 19. To Conclude: Based on the analysis of big data, business intelligence,and passing information to each passenger touch pointthrough mobile devices, we can effectively improve &personalize the passenger experience across channels.Big DataBusinessIntelligenceMobility
20. 20. DISCLAIMERAny use, republication or redistribution of this content isexpressly prohibited without the prior written consent ofthe Author. Permission to copy and reproduce contentmay be granted by the author, at their discretion, andby request only.Source: presentation of Jerry Hu, China Southern Airlinesat the 2013 SITA Air Transport IT Summit, Brussels.2013 Air Transport IT Summit