Going Places Together: the Qatar Airways Analytical Journey to Customer Excellence

Confidential

April 29, 2016

• QatarAirways• TravelIndustry&Imperatives• ChallengestobeingCustomerCentric• HighLevelRoadmap• UseCases• ClosingThougths

2www.youtube.com/watch?v=vL6v9lLf1_c

BasedinDoha,QatarWithinsixhoursreachof80%oftheworld’spopulation

World’s best airline 2015

Oneworld member

Flies 164 aircraft to 153 destinations across 6 continents

37,000 employees across subsidiaries

21,000 employees for the Airline alone

Jan 15

A350-1000 XWB

A321neo

Nov 12

84 Airbus A320/321-neo

77 Airbus A350

9 Airbus A380-800

10 Boeing 777

100 Boeing 777-X

38 Boeing 787-8 Dreamliner

10 Airbus A330 Freighter

45 Airbus A319/320/321

29 Airbus A330-200/300

4 Airbus A340-600

3 Airbus A350-900

4 Airbus A380-800

37 Boeing 777-200LR/300ER

22 Boeing 787-8 Dreamliner

6 Airbus A330-200F

8 Boeing 777-200F

A350-900 XWB

A320neo

B787 Dreamliner

20122013

2014

2015

2016

2017

2018 & beyond

Airbus A380 Oct 14

2022

2017

2016

Nov 15

As of July 2015

328aircraft on Order

Current Fleet

Boeing 777-9X

Order Book

One new aircraft every 10 days

9.99%holding in IAG International

Airlines Group

8

2-3x

9

IATA Middle East international load factor: 2012-16 Emirates, Etihad & Qatar annual ASK growth: 2006-16F

Middle East ASK growth vs global ASK growth 2012-16

TravelIndustryDisruption

10Source:IBM2015

IndustryImperatives

11Source:IBM2015

Air New Zealand acquires new CRM platform & purchases analytics firm

CRM, customer intelligence, and our recommendation engine will provide customized offers and engagement with NZ customers across multiple channels including web, email, mobile, and call center.

ValueDrivers&EmergingAirlineIndustryForces

12Source:SITAAirlineITSpendsReport,2014

Emirates Group embarks on enterprise-wide transformationAcross touchpoints, aim to use technology-driven initiatives to create industry’s first customer-centric travel experience enterprise

Etihad's $700M deal with IBM is a 'game changer'With the deal, IBM will deliver arange of technology services to better serve guests and employees.

Jetblue’s multimillion-dollar customer experience innovation"At the airport, we don't ask the basic questions…We have already mapped all the touch points and eliminatedthose that add no value to the customer. We put people in front of our processes and look at all of our products through the customer lens."

Challenge1:DataIntegration

13Source:Boxever

Challenge2:UnresolvedCustomerIdentity

14Source:Boxever

Challenge3:AsynchronousChannelStrategy

15Source:SAS

OtherChallenges

• Product&ServiceFocusedCulture• Intuitive&AnecdotalDecisionMaking• LackofQualifiedResources

– Product/revenue/channelmanagementanalytics• Retention

– Lackofcareerpaths

16

17

Digital Marketing & E-Commerce

SalesFFP

Customer Contact Centers

Ground Services

Customer Care IFS & Lounge

Cross-FunctionalAnalyticalUseCases

Technological&OperationalAssessment&Prioritization

Roadmap

18

Phase1:QuickWinUseCasesPhase2:FullMapping&Requirement/SecondLevelUseCases

Phase3:Multi-YearDelivery

19

RoadmapCRM Vision

2017

-201

8

Profitability & CXQuick Win Use Cases

Localized Analytics&

Performance Reporting

PersonalRelationshipswithourCustomersincreaseRevenues,Profitability&Loyalty

2106

ONE Qatar Airways

Customer Q360 Voice of the Customer

Quick Wins & Organization:• Turn existing Data-2-Dollars• Cost-optimize workflows

• Customer Segmentation• Enhance Customer Dashboards

• Roll-out VoC and CIG

• Create organizational readiness

Commercial Infrastructure:• Centralize Customer Profiles• Provide Single Agent Interface

• Provide Corporate CSI, NPS, CEi• Generate Customer Insights

• Manage Central Research Portfolio

• Actionable Segments/Personas

Data Consolidation & Single Customer View

Capitalized opportunities• Segment & Individualize Comms• Personalize Live Interactions• Enhance/Automate Customer Svcs

“Our passengers are at the heart of everything we do at Qatar Airways” Akbar Al Baker

Traditional‘Command&Control

20

CustomerEnabledOrganisation

Source:AdrianPayne,Handbook ofCRM

Roadmap | People & Processes

• Lifecycle:PostTrip-DestinationPromotions• Challenge

– Inspirecustomerwithpersonalized,hyper-segmentedproductrecommendation.

• Solution– Inspirenewjourneyswithengagingpersonalized

emailnewsletterwithdestinationfavorites/preferences/recommendations

– Personalizedoffers– Personalizedimagerylinkedtotripdestination/

context– Personalizedcopytoconnectwithtravelerdata-

drivenproductrecommendations

21

Use Cases | Marketing Campaigns

• SignificantdecreaseinFirstContactResolution (FCR)

• SignificantdecreaseinTotalHandlingTime(THT)

• Further reductionofTHTsinceintroduction ofmoregranulartrackingpoints intoresolution flow

Case Management Platform Refresh

Queue ReviewsTHT CIG

Process & Staffing Improvements

Definitions FCR: Time required to provide first recovery to customerTHT: Total time to completely close a case (includes escalations and all time between communications)

22

Use Cases | Customer Care

Pre-Flight In-flight ArrivalQ

R C

SAT b

y To

uch-

poin

ts (F

irst &

Bus

ines

s C

lass

)

Website

Check-in

Airport

Lounge

Boarding

Cabin

Cabin Crew

Seating

IFE

F&B

Arrival

Website Check-in Lounge Boarding Cabin Cabin-Crew F & B Seating IFE Arrival

EK - 3.96 JL - 4.38 JL - 4.12 JL - 4.38 JL - 4.47 JL - 4.4 JL - 4.24 JL - 4.52 EK - 3.99 JL - 4.48

VS - 3.94 QR - 4.19 SQ - 4.06 QR - 4.19 QR - 4.26 VS - 4.34 QR - 3.95 SQ - 4.15 JL - 3.98 QR - 4.17

QR - 3.89 EK - 3.94 QR - 3.95 EK - 3.94 VS - 4.08 QR - 4.3 SQ - 3.91 CX - 4.1 VS - 3.68 SU - 4.16IATA

Rat

ings

Q4

2015

(Bus

ines

s)Airport Departure

Use Cases | Customer Experience

• JourneylevelCSATbrokendownbyvarioustouchpoints.

Contributiontodissatisfaction

Contrib

utiontosatisfaction

Basic

Performance

Secondary

Bonus

**Thisisadummyclassificationforillustrationpurposes.

Later Priority:Low rating but Bonus attribute

First Priority:Low rating but Performance attribute

**Thisisadummyratingforillustrationpurposes.

• ClassificationoftouchpointsbetweenBasic,Performance,BonusandSecondaryattributesbasedonAsymmetricanalysis.

Use Cases | Customer Experience

ClosingThoughts

25

Tobethechangeyoufirstneedtolightthefuse……..therightfuse