How are new delivery management systems transforming the airline service recovery experience?
Every area of the travel industry is embracing new technology to become more traveler-centric. Nowhere is this more apparent than the airline industry, which is already well underway with its move to new Offer and Order systems – replacing traditional industry standards like tickets, Passenger Name Records (PNRs) and Electronic Miscellaneous Documents (EMDs).
At Amadeus we are already processing tens of millions of orders, having supported Finnair to become the first airline in the world to process native orders according to IATA standards, and Saudia to begin translating traditional PNRs to order using our smart bridging capabilities.
Yet consolidating the passenger’s entitlements into an order isn’t enough, airlines must also be able to deliver the order on-the-ground. That’s why a major component of this transformation is the upgrade of systems that support the passenger experience and flight operations at the airport, as today’s Departure Control Systems (DCSs) make way for new Delivery Management Systems (DMSs).
We’ve written previously about this change as personalized retailing becomes possible, check-in becomes optional and passengers are instantly recognized throughout their trip thanks to a single journey pass. Improvements to the journey experience are significant, but what happens when things don’t go to plan?
Service recovery in the age of airline retailing
Like other customer-facing industries, how an airline responds when things don’t go to plan can shape the customer’s experience and perception of the brand. That is why the process of re-accommodating passengers during disruption is a key area of differentiation for airlines. When executed well, service recovery can deliver new trip options to the passenger in a way that reassures, protects entitlements and is sensitive to both status and travel needs.
The introduction of a new generation of technology is now beginning to improve how airlines balance cost and passenger needs during the recovery process in several ways:
- A single order: administering a journey from a single order simplifies many aspects of air travel, including service recovery. With the passenger’s entitlements clearly logged in one record it is easier for airlines understand what the traveler has purchased and to best reflect that when reaccommodating them.
- Personalized service recovery: this clearer view into the traveler’s end-to-end journey combined with a greater overall understanding about them gained from better access to profile information, means airlines can personalize recovery options based on the preferences of each passenger in a similar way to making the original offer. For example, the airline knows if the traveler prefers a window seat and can attempt to provide one.
- Recovering the entire journey: perhaps the greatest potential for service recovery is the ability for the retailing airline to recover not only the flight but also to offer adjustments to other elements of the trip purchased via the airline. Again, the end-to-end journey is understood so if changes to the flight mean the duration of the hotel stay or car rental need to be adjusted, then the airline can make a recommendation to the traveler before organizing the change with the hotel and car company. This drastically reduces effort for travelers who only need to reply to a proposed change, rather than initiating phone calls to multiple companies.
- Multi-modal options: with open systems and new standards, airlines are building connections to other transport providers like rail, car and bus so they can be included in recovery options as standard. This capability means more options for travelers and an increased likelihood they can fulfil the purpose of the trip.
- Automatic updates: the introduction of Delivery Management Systems sees static boarding passes and confirmation emails replaced by a single journey pass which is digital and dynamic. As recovery options are accepted the journey pass automatically updates, for example to alert passengers to a new gate and the current location of their bag, making travel much easier.
In search of standards
While it is already very clear that the move to Offer, Order and Delivery systems is improving how airlines recover passengers, precisely how this will be administered is still the subject of industry working groups. As yet, roles and responsibilities between retailer and supplier airlines as well as the processes and technical messages that will support them remain the subject of industry discussion.
Like other aspects of aviation, industry standard approaches to recovery between airlines are needed to ensure interoperability, limit costs and provide requirements against which new systems can be further developed.
To exemplify the complexity of the issues being discussed, imagine a passenger has purchased an offer from a retailing airline with allowance for one hold bag. As they approach the check-in counter for a flight provided by a supplier airline it’s clear they have two hold bags. Should the supplier airline suggest the additional charge? Does the passenger need to contact the retailing airline? Or perhaps the supplier airline can message the retail airline to obtain a price for the additional bag?
Such choices are even more complex when it comes to service recovery. One school of thought suggests the retailing airline should assume responsibility for service recovery. After all, the retailer ‘knows the passenger’ and can see his or her entire journey itinerary including any non-air components. Imagine if the passenger was connecting from a flight to a cruise ship – such a connection is certain to influence recovery planning. In many respects, the retailer is best placed to organize recovery. However, it’s the supplier airline that tends to be ‘on-the-ground’ when disruption hits. Their agent might be talking with the passenger at the airport and they may have a clearer view on the underlying issue causing the delay.
However airlines decide to structure recovery responsibilities and processes, the new generation of retailing technology will make it easier to exchange information quickly and reliably during service recovery.
At Amadeus we don’t believe it’s tenable to wait for these complex discussions to play out. Instead we’re progressing with the integration of service recovery to Delivery Management and taking a flexible approach that means our systems can adapt to the bilateral relationships different airlines agree with one another.
The underappreciated role of baggage
Another area that requires greater attention is baggage. While recovering passengers effectively can help airlines to differentiate, the benefit is significantly undermined if the bag doesn’t make the same journey.
Although not strictly a function of a Delivery Management System, Amadeus believes the bag journey is an essential component of overall journey delivery – and is certainly key for the traveler. We are working to provide a data framework that allows baggage information like current location and a photo of the bag to be more easily shared across airlines, ground handlers and airports. This work is making it easier for airlines to track and manage bags, ensuring that the passenger’s bag can be easily recovered in the event of disruption.
The transformation of service recovery is happening now
With well-connected offer, order, journey delivery, and service recovery systems an airline can propose various options to the traveler for adjusting each aspect of their end-to-end trip, including air, car rental, accommodation and experiences. When done well, recovery presents a chance to not only recover the passenger but to transform their journey into an actively positive experience. For example, imagine if you were presented with a personalized, multi-modal, recovery option to your phone mid-flight, because the service recovery system already knew you were due to miss a connection. Such exciting possibilities are now becoming possible.
TO TOP