Of all the metal tubes with wings that fly the skies across the world, there are very few that are able to trace their origins back to the pre-1920s. In fact, there are only two pre-20s airlines still in operation today. The first is the Dutch KLM, founded in 1919, and the second is the Colombian Avianca, founded in the same year as SCADTA.
And Avianca is the carrier of the yellow, blue and red flag of Colombia.
There are very few industries where a high level of service is the expectation. In terms of the travel and hospitality industry – currently battered by the waves of the pandemic and travel restrictions – travelers are full of intense and mixed emotions: excitement for their holidays, anxious about the airport process. They want everything to go smooth with no hiccups along the way.
In particular, airlines really feel that pressure from travelers and all of their built up expectations and subconscious anxieties. As well as trying to mix a high service experience with low cost fares.
This has cultivated a competitive industry where airlines are always searching for an edge, despite dealing with flight cancellations and delays, fluctuations in price, unexpected natural events, and other factors outside of their control.
With travelers driving the travel and hospitality industry forward, airlines have been rethinking their customer experiences at each and every touchpoint, and delivering personal, tailor-made experiences. And to achieve that, airlines need to be literate in customer experience management.
The 101-year-old Colombian airline is forging greater personalized customer experiences. It may be old but it’s looking to the future. Avianca is organizing its technology and placing everything around the customer.
First-class service for all passengers
To do this, Avianca has employed a rich supply of tools, including Adobe Experience Manager as well as other Adobe digital solutions like Adobe Campaign and Audience Manager, which when put together supply them with the power to build personalized experiences based on broad customer data.
These better, more personal experiences, are filtered through many touchpoints – email, website, text, kiosks, call centers, apps… wherever digital content can be displayed. And customers can interact with the brand through Adobe channels when it comes to browsing holiday destinations, booking desired holidays, and checking in.
Let’s imagine a traveler has just booked a flight to Peru. Avianca can then send emails via Adobe Campaign suggesting local rental car services, relevant places of accommodation. Alternatively, Avianca can communicate during critical moments, for example when bad weather forces a change in flight, the airline can get in touch to help resolve the issue.
Thanks to Adobe, email open rates have shot up 20% and direct sales by an incredible 450%.
When it comes to its website, its content is powered by Adobe Experience Manager, which has helped to increase its traffic by 40%, and boosted online sales to reach $350 million.
These digital experiences can also be deployed at a much faster rate, helping to edge out competition by being able to offer in-demand services. Imagine that a new route is set to become available from Bogata to New York, the marketing team will be in a good position to launch the details fast, especially to those travelers for whom it’s more relevant (perhaps they’ve already traveled to New York before).
So cheers to you Avianca. Let’s see if your personalized experiences continue to soar with Adobe.