LATAM Digital

October 2016

Eli Senerman@elisenerman

OUR NEW COMPETITION IS 25 YEARS OLD

HAD THEIR DISRUPTIVE IDEA YESTERDAY

AND WILL BE IN MARKET THIS TIME NEXT YEAR

ALGORITHMS

SOFTWARE

SENSORS

“Vision without execution is hallucination”

Thomas Alva Edison

… AND TREAT THEM AS DEADLINES

WE’LL ASK FOR ESTIMATES

… AS LONG AS I AGREE WITH YOU

P O W E R TO THE PEOPLE

60%-90% of ideas do not improve the metrics they were intended to improve

“The days of knowing what the customer wants

are over, we’re in the days of experimenting!”

“IF EVERYTHING SEEMS UNDER CONTROL, YOU’RE NOT GOING FAST ENOUGH”

THAT’S ALL GOOD… BUT WHAT HAVE WE ACHIEVED SO FAR?

Digital Journeys Key features delivered in 2016

Retailing

• Booking flow improvements • Seat sales in the booking process in more

markets (Inter CL & PE, Dom PE)• New Booking flow 2nd step in EC one way

• LATAM.com mobile booking process launched in US (on top of BR). CL in October

• Cabin upgrade bidding at check-in implemented in ~30 O&Ds

Booking Management/ Transversal

• Ticket changes for staff travel• Ticket changes in CL (60% coverage)• Flight options and prices for ticket changes

(all POS)• New brand implementation• Unified single website in each POS

• New unified log-in• All core applications now meet

accessibility requirements (seat sale still pending).

• New “My Trips” feature displaying all LATAM bookings (10% of customers have cross-airline bookings)

Day of Travel

• Cross-airline check-in• Increased coverage for Self-protection

(connections and cancelled flights)• Cross-airline UPG with coupons• Earlier flight

• Mobile check-in improvements • Flight status: Increased coverage (JJ

codeshared flights)• Flight status: Live Chat in English and

Portuguese.

In 2016, we continued to invest in our top priorities and made relevant progress in supporting our strategy

JJ flights only LA flights only

Strong customer reviews on the App stores

Promedio de ratings histórico

iOS 4.0 3.5 3.0 2.5 1.5 2.0 2.0 - 3.5 2.0 4.0 4.0

Android 4.1 3.7 4.4 3.6 3.4 3.4 4.0 - 3.8 3.1 4.4 4.2

BRSSC

LATAM LATINOAMÉRICA EUROPA Y USA

n= 13.985 8.764 26.250 9.501 8.891 1729 283 - 23223 3.152 95.620 17.493

Stable improvement in LATAM.com customer satisfaction since May

Rigorous measurement of business value creation at the team level

Rigorous measurement of velocity at the team level

Deploying code to production frequently is key!

2015 TODAY

2 times a day

50 times a day

Once every 11,5 seconds

Once every 20 days

1,5 times a day (on some teams, others still need more work)

LATAM Digital

October 2016

Eli Senerman@elisenerman

De “Waterfall” ... ... a Agile

“I want to select a new flight when my original

flight is delayed or canceled”

Elegible? Identificar vuelos

alternativos

Mostrar todos los vuelos

posibles

Seleccionar nuevo vuelo

Confirmar el cambio

First customer

facing solution 4 or more

incremental deliveries

Identificar clientes elegibles, ofrecer

llamado al Call Center

Mostrar alternativas de vuelo, ofrecer llamado al Call

Center

Permitir selección de

nuevo vuelo y ofrecer live chat

Permitir a clientes cambiar su vuelo

online por completo

May FebNovJul Sep

AgileAn organization-wide new way of delivering customer facing changes

“I want to select a new flight when my original

flight is delayed or canceled”