How Lufthansa German Airlines is using data analytics to create the next level of customer experience

The aviation industry is facing a huge pressure in costs as well as a profound disruption in marketing and service. With ticket revenues dropping, increasing customer loyalty is key. Andreas Ribbrock explains how Lufthansa German Airlines uses data science and data-driven decision making to create the next level of digital customer experience along the full customer journey.

“If the Wright brothers were alive today, Wilbur would have to fire Orville to reduce costs.”—Herb Kelleher, Southwest Airlines The passenger aviation industry is facing a decline in the average ticket price. New low-cost airlines have introduced the concept of bare-bone tickets to the market, allowing customers to tailor their package to individual preferences. This shift in the aviation industry is giving airlines the opportunity to create a truly personalized customer experience needs—even beyond the time on board an aircraft. By adding new features to mobile apps, staying in touch with passengers prior and after the flight has never been easier. Lufthansa German Airlines is investing in data and insights generation and introducing new big data and analytical technologies. This data- and insights-driven approach is key to providing passengers with the right information at the right point in time. Andreas Ribbrock explains how Lufthansa German Airlines uses data science and data-driven decision making to create the next level of digital customer experience along the full customer journey, focusing on the challenges encountered along the way as Lufthansa successfully developed a delivery approach combining foundational projects and Agile customer experience delivery. Andreas also explains how the Hadoop ecosystem supports this complex analytical value chain. Topics include: