Bilingual·Foreign Business|你只管提出要求,航空公司会改进

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发布时间:2018-03-06 07:17

  大家好!“外企头条”栏目又跟大家见面了,

  我们今天推出全球领先的旅游业技术供应商Amadeus集团航空业务亚太区商务总监Cyril Tetaz撰写的署名文章《亚洲航空公司开启数字化转型之旅》,让我们更深入地了解航空公司将如何重塑客户体验新兴技术趋势。

  请看详细报道↓↓↓

  作为世界上最不可预测的行业之一,航空业经历过一段时间的蓬勃发展。

  For one of the most unpredictable industries in the world, airlines have had a spell of good weather.

  2017 年,航空运输业连续三年实现了超过其资金成本的回报率,而据国际航空运输协会 (IATA) 预测,在2018 年,这一良好势头将继续延续下去。

  2017 was the third consecutive year the air transport industry generated a rate of return that exceeded its cost of capital, and the International Air Transport Association (IATA) expects 2018 to mark the fourth.

  在亚太地区,航空业发展势头不断增强。据估计,亚太地区航空公司 2017 年的净利润高达63亿美元,净利率达 2.9%,在所有地区排名中高居第二。

  In Asia Pacific, the growth story continues on an upward trajectory. Asia Pacific airlines are expected to generate a net profit of $6.3 billion in 2017 for a net margin of 2.9%, the second highest among the regions.

  在世界上增长最快的五大客运市场中,仅亚太地区就占了三个,其中包括中国、印度和印度尼西亚。

  Home to three of the top five fastest growing passenger markets in the world ? China, India and Indonesia ? this is truly the region to be.

  但是,繁荣的表象之下仍然暗流涌动。各个利益相关方如果不解决基础设施局限性的问题,则可能会阻碍行业发展,激烈的竞争将进一步压缩利润,不断上涨的燃料价格趋势也将继续升温。

  But the good times are not without some dark clouds. Infrastructure constraints could hinder growth if not addressed by all stakeholders, competition continues to put downward pressure on profit, and rising fuel prices will be watched closely.

  另一方面,该地区也亟待创新。在与航空公司的对话中我发现,数字化转型、营销管理和不正常航班管理已然成为最重要的议题。

  On the flip side, I see a deep hunger for innovation in this region. In my conversations with airlines here, Digital Transformation, Merchandising and Disruption Management have been top of the agenda.

  在提高竞争力以及改善客户体验的迫切驱动下,许多航空公司开始着手实施转型计划。

  Many are embarking on turnaround transformation initiatives, driven by a real will to address competition but above all to improve the customer experience.

  事实上,我认为亚洲市场尤为需要转型,因为这里的客户已经适应了亚洲航空公司一向著称的高服务水平,并因此而抱有更高的期待。

  Indeed, I would argue that the impetus to achieve that is greater here, as the Asian market expects and demands the high service levels that Asian airlines have come to be known for.

  这将需要业务的再造、转型以及客户关注度的进一步提升。

  But it will take reinvention, transformation and a greater focus on customers than before.

  

  寻找最佳平衡点

  Finding the sweet spot

  

  与其他行业的品牌不同,长期以来航空公司无需深入了解客户便可赢得客户。

  Unlike brands outside the aviation industry, airlines have for a long time been able to compete without needing to intimately understand their customers.

  在低成本航空公司出现并率先采用高级营销技术之前,消费者往往无法选择自己想要购买哪家航空公司的产品,或是选择购买的方式。

  Before the emergence of low-cost airlines and their early adoption of sophisticated marketing techniques, consumers didn’t always have a lot of choice in terms of who to fly with, or how they could buy an airline product.

  但今天,情况已有所不同。尽管如今旅行的人数比以往任何时候都要多,但实则其中 50%至80% 的乘客并非经常出行。在日益饱和的市场中,客户忠诚度也难以捉摸。

  But the story has changed today. And while more people are travelling than ever before, the reality is that 50-80% of them are infrequent travelers. In an increasingly saturated market, loyalty can prove elusive.

  最近,新加坡航空公司与 Grab 联合推出奖励积分兑换计划,亚航BIG忠诚度计划推出电子商店在线购物平台,这些都是航空公司探索创新方法以赢得并留住客户的典型例子。

  The recent Singapore Airlines and Grab tie-up on reward points conversion and AirAsia BIG Loyalty’s eStore online shopping platform launch are examples of airlines exploring creative ways to win customers and keep them coming back for more.

  但是最大的挑战在于,如何确定影响客户作出购买决策的最重要因素。

  But the crux of the challenge lies in working out what customers truly value at the moment they are making that all-important purchase.

  在Amadeus近期发布的报告《拥抱航空业数字化转型》中,我们引入了以“产品——服务——便利性”为轴线的概念。

  In our recent report, ‘Embracing airline digital transformation’, we introduced the ‘product vs service vs convenience’ axis.

  我们发现,除了单纯的价格因素外,乘客还希望能够在产品(“这是一次长途飞行,我希望有尽可能多的放脚空间”)、服务(“我希望我的假期自踏上飞机的那一刻就开始了”)与便利性(“我需要乘坐直达航班,我没有时间在中途停留”)之间取得最佳平衡。

  We found that more than price alone, the value for each traveler lies in the sweet spot where they feel that the balance between product (“It’s a long flight ? I want as much legroom as possible”), service (“I want to feel like my holiday has started as soon as I step on the plane”) and convenience (“I need a direct flight; I don’t have time for a stopover”) is achieved.

  56%的乘客表示以上三点对他们来说都很重要,只有 26%的乘客最注重最低价格。

  56 percent of travelers said the entire package was important to them, while only 26 percent valued the lowest price the most.

  值得注意的是,基于旅行的特殊原因和特殊情况,这三个因素之间的平衡也会有所改变。

  It’s worth noting that depending on their particular reason for travel and unique situation, the equilibrium between these three elements will shift.

  举例来说,带婴儿旅行的新手妈妈可能非常注重服务体验。然而当同一位女士进行商务出行时,她则可能会更注重便利性,包括航班时间、预订简易程度以及距离机场的远近。

  For example, a new mother travelling with a baby is likely to be very focused on the service experience. However, that same mother travelling for business will value convenience much more, e.g. flight time, ease of booking and distance from the airport.

  对航空公司来说,确定每位乘客每次预订时的“最佳平衡点”,并随时有针对性地响应乘客最重要的需求,对赢得客户至关重要。

  For airlines, identifying that sweet spot for each individual traveler every time they make a booking, and being ready to respond with relevant offers that will deliver something of value to them, then and there, will be critical to winning the customer over.

  为了实现这一目标,航空公司需要具备以下构建模块:

  To deliver this the airline will need a range of building blocks in place:

  强大的全渠道数字营销战略;支持洞察每位乘客需求的海量数据;专为核心客户群体和特征而设计的营销策略;对品牌和品牌定位的清晰了解。

  A strong omni-channel digital marketing strategy;Vast amounts of data enabling them to understand the individual traveler;Merchandising strategies designed for core customer segments and personas;A clear understanding of their brand and brand proposition.

  所有航空公司都拥有大量的数据,而拥有数据只是目标的一部分。能够整合数据并将其有效地应用贯穿于整个业务中的人才会成为最后的赢家。为此,数字化转型在这个过程中成为必然。

  Owning data is only one part of the equation ? all airlines have massive amounts of data. The winners will be those who can integrate it and use it effectively across the business. To do that requires Digital Transformation.

  

  航空公司需要彻底重塑业务

  Airlines need to rethink their businesses from the ground up

  我们已经迎来了“第四次工业革命”,这是一个数据化、连接持久化和劳动力数字化的时代。

  We have entered the ‘Fourth Industrial Revolution’ ? the era of datafication, constant connectivity and digital workforces.

  今天,航空公司所面临的事实是,他们并不是在相互竞争,也不是在与过去竞争。

  The reality for airlines today is that they are not competing with each other, nor are they competing with what existed before.

  在这个时代,他们是在与客户不断接触的新兴事物相竞争。例如连接日益普及的物联网智能设备,只需轻轻一击便可精确获取所需内容的应用,

  In this era, they are competing with every other aspect of the world customers live in: smart appliances connected to the ever-growing Internet of Things; apps that let you get exactly what you want, in a single swipe;

  以及登录 Netflix 或亚马逊帐户,便可即时获得根据您的偏好而定制的高度相关内容等等。

  and logging on to a Netflix or Amazon account and instantly being presented with highly relevant content, tailored to your preferences.

  要想充分发挥第四次工业革命的潜力,就必须进行数字化转型。然而数字化转型不是最终目的,也不是改造某些孤立功能的手段,而是航空公司克服挑战彻底重塑业务的过程。

  Harnessing the potential of the Fourth Industrial Revolution requires Digital Transformation ? not an end in itself, nor a means to modernize isolated functions, but a journey that will challenge airlines to rethink their business from the ground up.

  事实上,许多航空公司已经对未来客户体验有了清晰的愿景和设计规划,而他们所缺少的可能是将其付诸实践的技术、流程或合适的技能。

  In fact, many airlines already have a clear vision and design for the customer experience of the future ? what they may not have is the technology, processes or the right skill sets to implement it.

  文化抵制、传统技术和运营孤岛等障碍在所难免,但变革势在必行。

  Cultural resistance, legacy technologies and operation silos are real barriers. Yet change must happen.

  只有打破这些孤岛,所有航空公司职能部门才能实现更高水平的数据驱动型协作,同时促进人员、流程、技术和文化协同发展。

  Silos must be broken down to enable a new level of data-driven collaboration across all airline functions, with people, processes, technology and culture working in tandem.

  只有当他们能够达到信息互通,并为实现同一目标而共同合作时,市场营销、飞行和地勤操作、销售和客户服务等所有航空业务部门才能齐心协力提供更加独特和无缝的客户体验。

  Only when they are able to look at the same information and work collaboratively towards the same goals, can the entire airline including flight and ground operations, marketing, sales and customer service come together to deliver a more unique and seamless customer experience.

  而这必须从高层做起,领导层要显示出推动真正变革的决心。

  And this must start at the top, with leadership showing real commitment to drive real change.

  

  Looking ahead

  展望未来

  

  毋庸置疑的是,用不了多久,航空公司就会纷纷打破常规,为已经存在或即将到来的变革做准备。

  What’s clear is that it won’t be long before airlines run out of runway to prepare for changes that are either already here or looming on the horizon.

  好消息是,许多航空公司已经开始了数字化转型之旅,尽管目前仍处于不同的阶段,转型速度也不尽相同。

  The good news is that many airlines are already embarking on their Digital Transformation journeys, though at varying stages and at different paces.

  他们需要重新树立以客户为中心的原则,我们也相信亚洲的航空公司将会引领这一发展方向。

  There’s a real drive to put customers back at the heart of everything they do, and we believe there’s an opportunity to see Asian airlines lead in this area.

  曾经只存在于电影或原型设计中的虚拟现实、增强现实、聊天机器人和生物识别技术,现在已成为有望在未来几年进一步重塑客户体验的新兴技术趋势。

  Virtual reality, augmented reality, chatbots and biometrics, which were once envisioned only in movies or prototypes, are now among the rising tech trends that have the potential to further reshape the customer experience in coming years.

  区块链技术也可以帮助航空公司在起飞前后与酒店、汽车服务、旅游供应商等合作伙伴进行实时互动,以丰富乘客的整体体验,如升级酒店客房或提供机场接送服务等等。

  Blockchain technology can also help airlines interact with partners such as hotels, cars and tours in real-time during the pre- to post- flight to enrich the overall traveler experience, such as upgrading a hotel room or providing an airport transfer.

  无论出现怎样的新趋势,最终都离不开以客户为中心这一核心原则。

  Whatever new trends emerge, ultimately it all boils down to putting the traveler at the center of everything we do.

  未来充满无限可能,通过洞察客户需求、追求内外部协作以及投资正确技术,航空公司将会作为引航者走在这场数字化革命的最前沿。

  The road ahead is full of exciting possibilities. And in knowing the customer, pursuing collaboration internally and externally, and investing in the right technologies, airlines can take flight and be at the forefront of this digital revolution.

敬请为本期双语新闻中您最关注的消息点赞,以便今后提供您最关注的新闻。

Please vote for the report you like the most. We will provide the news your care the most.

  其他人都在看

编辑 / 李丹丹

来源 / 经济日报(记者陈颐、朱琳)

  

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