Speridian transforms customer loyalty program using powerful Analytics solution at one of the largest airlines in the US

Client:

One of the largest airlines in United States when measured by fleet size, revenue, scheduled passengers carried, scheduled passenger-kilometers flown, and number of destinations served.

Problem and Requirements:

The client sought Speridian’s help to architect and implement Customer Relations Analytics in order to meet the following business objectives:

• Track and respond to customer correspondence.
• Issue goodwill compensation in the form of miles, vouchers, and eVouchers.
• Track customer compliments and complaints.
• Provide insight into customer behavior and value of partner relationships.
• Perform queuing and prioritization of customers and issues.

Speridian proposed Solution and Services:

Speridian implemented a complete Analytics solution to access, filter, and perform analytics on client’s customer and sales data. The solution provides constant monitoring and intelligence that spans operational and analytic sources to create:

• Comment Code dashboard reports for Station, Region & Division managers.
• Compensation dashboards to slice and dice goodwill compensation by Carrier, Tracking ID & Comment Code.
• Proactive, event-based, and scheduled alerts for managers to track points and boardings.
• Insightful reports to compare station level metrics with system and across time dimensions.

The Speridian Advantage:

• Incorporated several OBIEE best practices like Multi User Development Environment (MUDE) setup, clustering, HA, DR, build requirements document templates, development, design and code reviews, Subversion code check-in and versioning process.

• Offered technical directions to development teams to address enhancements, defect fixes to deliver business value.

• Delivered trainings to several Business Units to explain reporting capabilities and relevant business STAR schemas.  

Technologies:

• OBIEE, OBI Apps, Informatica PowerCenter, Oracle DAC, Oracle EDW, Oracle SPARC SuperCluster

Challenges/Lessons Learned:

• The report scheduling was not scalable to deliver reports for 400+ Station, Division, Regional managers. Several optimizations were done at OBIEE repository level to enable scalability.

• The scheduled reports were to be delivered to several non-Siebel users as well. The OBIEE authentication options had to be enhanced to allow for this.

• There were performance issues owing to legacy OBIEE repository views. These were redesigned into tables, alias tables.

• The analytics stack did not have time zone and daylight savings support to match with Siebel. Enhancements were delivered to address this requirement.

Results:

The following are highlights of Speridian implemented Oracle Business Intelligence solution:

• Provides timely, fact-based insight into the entire loyalty program
• In time reports availability for managers using iBots
• Ability to slice and dice points and boardings across various dimensions
• Ability to report trends and pattern in Customer complaints and compliments and take corrective actions