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1© 2019 Deloitte Business Solutions S.A.
Successful strategies driven by data
Theodoros Papakonstantinou | 21 January 2019
2© 2019 Deloitte Business Solutions S.A.
What has changed?
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Strategic choices are made across a new set of dimensions
4© 2019 Deloitte Business Solutions S.A.
Supply Demand
Remove constraintsfrom supply
Increase utilization
Unlump capacity
Enlist new / latent supply
Fundamentally change supply-side cost structure
Automate
Virtualize
Disintermediate
Become more accurate and predictive
New ways to connectsupply and demand & create new markets
Matching
Exchanges
Standards
Verification
Creation of completely new ecosystems
New value chains
Redefine whole sectors
Perfect matching of demand and supply
Unbundle
Tailor
Price more accurately
Take away subsidies
Make it now and easy
Fundamentally improve the value to the customer
Enrich products with information
Optimize customer journeys
Products as a service
Digital is reshaping economics
Digital is redefining both demand and supply side economics, but most importantly it’s redefining how demand meets supply.
5© 2019 Deloitte Business Solutions S.A.
Create value through data
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Create value through platform
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Deliver value to customers
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Digitize the core
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Transform the organization
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11© 2019 Deloitte Business Solutions S.A.
What
The vision of Lufthansa is to be recognized as the leading customer-focused airline through greater personalization, offering new and innovative services together with new digitalization of the customer experience resulting in increased customer satisfaction and new revenue growth.
How
Company-wide program to design the future customer experiences and to develop the required technical and functional foundations, so as to be able to offer each traveler personalized communication, products and services according to his/her individual needs throughout his/her customer journey.
Indicative customer journey for an airline
Lufthansa Program Smile
12© 2019 Deloitte Business Solutions S.A.
Lufthansa Program Smile
• Lufthansa ID• Frontends• Interfaces
Recognition of detailed customer
profile
Execution ofAnalytics & Scores
Rules
Customer logs on
Customer is identified
Based on scores and affinity, rules will be
triggered
Customer scores are or have been
calculatedPersonalized Offer and Services are
displayed
Accepts offer
• Master Data Management
• Data Virtualization
• Data Lake (Hadoop)
• Data Acquisition• Analytic Processing
• TIBCO Business Events
• Caching Solutions for Prices and Availability
Unique Identifier for loyalty & non-loyalty customers
Offers and Services
?
13© 2019 Deloitte Business Solutions S.A.
Solution Architecture
Multi Channel UI Digital Platform Rules Engine & Complex Event Processing
User Data Management Products & Services Analytics Platform
Customer Experience
Customer understanding through Segmentation
Customer Journey Assessment to assess current state and identify Moments of Truth
Design of Personalized Experiences to be delivered around Moments of Truth and identification of relevant capabilities (strategy, processes, people, technology) to activate them
Definition of Roadmap and Execution Planning
Analytics Center of Excellence
Aims to support the Smile program and also deliver analytics across the whole enterprise
Analytics Garage to explore data-driven use cases, develop and train models and scout for technology
Analytics Factory to industrialize personalization techniques and approaches created by the Garage
Analytics Engine which provides new components for Master Data Management, Data Storage and Scoring Models and Data-Driven Rules Engine
FUNDAMENTAL PILLARS
Lufthansa Program Smile
14© 2019 Deloitte Business Solutions S.A.
Data governance & strategy
Data architecture
Data quality management
Data lifecycle
management
Metadata management
Master data management
Data privacy & security
Enterprise Data
Management System
Enterprise Data Management is concerned with the whole spectrum of activities directed toward the organization and proper usage of data and is very important for any data-driven company.
Enterprise Data Management System
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