Business Intelligence in Airlines Industry
The aim of this report is to discuss the usage of business intelligence in operating airlines company successfully. Airlines industry is a huge place to work at which need update for every second, the management needs a collection of data every moment. In case they do not find any at the moment of emergency, the whole initiative and service will be devastated and customer dissatisfaction will reach height. There are some issues which frequently emerges in the airlines sector at the time of providing service to the customers and managing the flight at a time are- customer issues, flight delay, seat allocation, missing luggage and connecting flight.
As stated by Muntean (2018), Business intelligence covers strategies and information systems that the companies often use to excerpt from large as well as various data. To this author, business intelligence relates the information from value chain and gather relevant knowledge for supporting a range of tactical, operational and strategic business decisions of the companies. Through this method the companies can easily attain sustainability as this have become an integral part of corporate business. Business intelligence also implies a perfect integration of the systems operating in an organization by combining newer approaches at all the levels of the company such as performance management, business model, projects of business intelligence and data models of the corporation.
To Andronie (2015), airline industry of any country deals with a large quantity of unstructured, rapid changing and complicated data for which they need to use business intelligence tools. Business intelligence specializes helps the airlines to obtain needed knowledge and decisions to explore these big data for the organizations. It is important so that the airlines can fundament their activities in one hand and improve their process. BI tools hence are valuable instruments which optimally processes the data related to the airlines and optimizes the activities carried out to maximize their profits. Business intelligence also helps to meet the expectations of the passengers as well as stakeholders.
The study conducted by Bimonte, Schneider and Boussaid (2016) reveals that the companies now a day can access more data for their decisional analysis on various indicators. Therefore, the importance of business intelligence instruments has increased. In this study the authors have identified the indicators and classified them. This is due to the fact that the authors have identified the lack of conceptual framework in implementing these indicators which affect the business decisions making directly. These BI indictors are amalgamated with the existing industrial tools. Thus, these indicators coexist in same environment in order to exchange the data through chaining model.
Business intelligence plays an important role in the case of improving the relationship with customers. In this study different issue such as delay flight, missing luggage, seat allocation and connecting flight regarding issue have been mentioned. In this case this can be said that customer satisfaction is one of the major concerns for the business intelligence management team. BI will offer the company a scope to build good client references in one hand and new customer acquisition on the other. In order to face the problems associated with the customer satisfaction reading services, New Zealand Airlines must take measures beforehand. In order to manage process, Kop?eková, Kop?eka and Tanuška (2013) have argued that it must be accurately monitoring and measuring all the customer service factors from the very beginning and monitoring factors of customer satisfaction. Through business Intelligence, it is easier for the management to make some appropriate corrections then ensure the customer retention with the company. There is some extraordinary way through which BI can save this airlines company.
Issues Faced by Airlines Industry and Role of BI in Troubleshooting Them
It is true that the uses of technology can be effective for empowering the travel provides for keeping the customers in the loop while the flight cancellation and flight delay regarding is occurs. Due to the climatic changes and other technological issues, this issue emerges in this industry frequently. In this case the management needs to use BI at its best. According to the scholars, through technology, all the issues regarding flight delay will be identified based on which the management will be able to sort out the matters associated with connecting flight or any other events for making the flights delayed (Considine & Cormican, 2016). The entire process will be completed under the supervision of business intelligence management authority who will then decide whether the customers will be compensated or offered any other benefits for this mishap.
In the Airlines industry, the issue of missing luggage is quite common for the management but this can never be repeated. This issue creates grievances among the customers thus harm reputation of the company fast. In mitigating this particular issue, the management of New Zealand Airlines must invest time and effort in utilizing technology completely. BI can be used for solving the issue regarding missing luggage. It will optimize all the orders, both of the passengers of the connecting flights as well as the single flights (Forsgren & Sabherwal, 2015). In addition to tis, some of the luggage are sent for proper checking for the security purpose. By using the technology in terms of BI, the luggage can be easily tracked by the airport authority as well as the managers responsible for taking care of the luggage of the passengers. However, it is truly very difficult as the service area is huge and there are always crowd of passengers asking for help all the time. Therefore, to Forsgren and Sabherwal (2015), technological assistance will be the best method to effectively transfer luggage at stop over airports for passengers with connecting flights.
The issue of seat allocation is one of the most important factors that create issues among the customers. Firstly, the management of NZ airlines will be grouping the similar flyers together so that one passenger does not get disturbed by the other. For example, the elder passengers will be needing a frontal area so that they do not have to walk long to get their seats, the people with kids will also require seats so that they can access the benefits for caring their children.
According to Wang, So and Sparks (2017), this also covers the passengers who will need window seats or other places according to their desires for taking meal or other services. In case these people do not get seats according to their requirements, customer grievances will arrive. In solving such issues, the technology used by the company must have proficiency to answer all these problems (Gunarathne, Rui & Seidmann, 2018). Technical assistance at the time of booking will give the passengers opportunity to clarify their requirements which will reduce such type of problems from the beginning. However, proper communication with the passengers regarding seat allocation at the moment of emergency need manual assistance of the flight staff (Lee, & Ko, 2016)
There are issues of customer grievances when one flight reaches the ground especially among the passengers of connecting flight especially international passengers. These customers feel tired of their lengthy journey hence they need special care. In case these passengers of connecting flights do not get proper are or face issues in security check up or communication gap with the customer care officers may create issues. In this case, the technology will help to know the time of the flights or delays this sort out the passengers of the connecting flight. These is needed so that these passages do not miss their flight. Hence proper communication through BI with the passengers can mitigate such type of problem.
Conclusion:
Therefore, it can be concluded that the BI is the best method to manage the customer issues in the airlines industry. This helps in identifying issues and taking prompt actions at the time of emergency. In order to retain customers and provide best service always, he management can take help of the technology so that the customer grievance can be avoided.
References:
Andronie, M. (2015). Airline applications of business intelligence systems. INCAS Bulletin, 7(3), 153-160. doi:10.13111/2066-8201.2015.7.3.14
Bimonte, S., Schneider, M., & Boussaid, O. (2016). Business intelligence indicators: Types, models and implementation. International Journal of Data Warehousing and Mining, 12(4), 75-98. doi:10.4018/IJDWM.2016100104
Considine, E., & Cormican, K. (2016). Self-service technology adoption: An analysis of customer to technology interactions. Procedia Computer Science, 100, 103-109.
Forsgren, N., & Sabherwal, R. (2015). Business Intelligence System Use as Levers of Control and Organizational Capabilities: Effects on Internal and Competitive Benefits.
Gunarathne, P., Rui, H., & Seidmann, A. (2018). When social media delivers customer service: Differential customer treatment in the airline industry. Management Information Systems Quarterly, 42(2), 489-520.
Jourdan, Z., Rainer, R. K., & Marshall, T. E. (2008). Business intelligence: An analysis of the literature. Information Systems Management, 25(2), 121-131. doi:10.1080/10580530801941512
Kop?eková, A., Kop?ek, M., & Tanuška, P. (2013). business intelligence in process control. Research Papers Faculty of Materials Science and Technology Slovak University of Technology, 21(33), 43-53. doi:10.2478/rput-2013-0039
Lee, J., & Ko, S. (2016). Effect of the In-Flight Meal Service Quality on the Customer Value and Loyalty. Indian Journal of Science and Technology, 9(26).
Muntean, M. (2018). Business intelligence issues for sustainability projects. Sustainability, 10(2), 335. doi:10.3390/su10020335
Wang, Y., So, K. K. F., & Sparks, B. A. (2017). Technology readiness and customer satisfaction with travel technologies: A cross-country investigation. Journal of Travel Research, 56(5), 563-577.
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