Technology will enable airlines to deliver a safer, more efficient, and highly personalised travelling experience while focusing on sustainability and cost-efficiency
The aviation industry, like most other industries, is going through a seismic transformation with the introduction and adoption of cutting-edge technologies. Most of the backend services are getting digitally reimagined and integrated, and customer-facing services are moving from offline to online. Back-end services include B2B (Business to Business), B2E (Business to Employee) and customer-facing includes B2C (Business to Customer). For the ecosystem to work effectively, it is imperative that the data strategy, integration and service delivery work seamlessly. Today, airlines are leveraging a data-driven approach to address challenges across stakeholder touchpoints and enhance efficiency, safety, security and customer experiences for overall growth.
How is technology enabling airlines to address B2B, B2C and B2E challenges?
A) In the B2B domain, today, digital technologies are enabling airlines to eliminate existing bottlenecks and address challenges. Some of the following business use-cases illustrate the point:
• For instance, maintenance and management of critical safety equipment within an aircraft is of the utmost importance in airline operations. Traditionally, it used to take significant time to thoroughly check onboard equipment which impacted an airline’s on-time performance. To make this process more efficient, Vistara has deployed RFIDAeroCheck technology as part of its commitment to maintain the highest safety standards. Yet another industry-first by Vistara, the RFIDAeroCheck technology enables efficient management of all life-limited components, ensuring their presence on the aircraft as well as tracking respective expiry dates.
• Talking about flight operations, digital technologies are supporting optimisation of flight planning and crew rostering, achieving fuel efficiency, and ensuring predictive maintenance. The goal is to ensure that every business process is digitized, which helps an enterprise to take data-driven or data-informed decisions. This is crucial for the digitalization of the enterprise. Additionally, airlines are adopting a multi-cloud strategy to monitor key performance indicators of the applications, users and infrastructure, and to enhance scalability and flexibility to meet evolving demands. Moreover, automation and real-time data syncing for resource optimization, initiatives like implementing electronic flight bags, and innovative solutions for aircraft exterior washing are helping airlines to strengthen their sustainability commitments and reduce their carbon footprint.
B) When it comes to B2E, employee productivity and experience are of paramount importance. Use-cases include digitization of training, crew on-boarding using Automation/LowCodeNoCode, engineering maintenance approval and authorization using QR code, RFID scanning in aircraft, and employee biometric attendance, resulting in improved operational efficiency. Employee collaboration tools and workflow integration solutions are being deployed to improve workforce efficiency besides integrating digital technologies for various HR and finance-related functions for managing employee records, payroll, and transactions more efficiently. At Vistara, employee upskilling has always been a priority to effectively improve their digital quotient and ensure a smooth transition into the digital era. Many organizations across industries have come to believe that employee experience is the new customer experience.
C) In the B2C space, the airlines are placing a strong emphasis on enhancing the overall customer experience to help elevate the brand experience and to achieve business success. Digital solutions are making customer journeys more and more convenient with touchless and biometrics-based solutions. Today, passengers can use their faces as boarding passes, which improves efficiency, convenience and safety. Additionally, QR codes, DigiYatra and user-friendly web and mobile solutions are ensuring a simplified check-in process, minimising or eliminating physical contact for a seamless experience. Additionally, advanced technologies such as Augmented Reality (AR), Virtual Reality (VR), Mixed Reality (MR), Extended Reality, and the Metaverse are delivering unique, immersive and engaging in-flight entertainment experiences. Notably, airlines are leveraging data-driven insights with the help of Artificial Intelligence and Machine Learning technologies to offer tailor-made hyper-personalised services and recommendations catering to individual needs, choices and preferences of passengers.
Future outlook and trends
As technologies continue to evolve, new trends will take shape in the future. For instance, technologies such as XDR (Extended Detection and Response), ZTNA (Zero Trust Network Access), SASE (Secure Access Service Edge), AI/ML, AR/VR, Metaverse, Web3.0 and chatbots are expected to drive significant changes in the way airlines operate and engage with internal businesses, employees, and customers. Moreover, airlines will prioritise cybersecurity, safety, personalised offerings and services, employee collaborations, and most importantly sustainability in their growth journey. Reducing environmental impact, managing weight, saving fuel and promoting e-waste management will be in focus for sustainable flight operations.
Chief Information Officer (CIO) & Chief Ethics Counsellor (CEC),
Vistara – TATA SIA Airlines Ltd.
Investment in digital infrastructure and centres of excellence will be pivotal for airlines to address business challenges, remain competitive, become customer-centric, and stay at the forefront of technological advancements. Moreover, collaborations with reliable technology partners, and the startup ecosystem will be essential to ensure innovation, support, and expertise during technology integration for seamless digital transformation.
In conclusion, data-driven digital technologies are playing a crucial role in enabling airlines to address challenges across B2B, B2E, and B2C domains. To stay competitive and achieve business objectives, they will have to adopt a proactive approach in embracing a data-first culture using the latest digital technologies and innovation for success. Also, technology will enable airlines to deliver a safer, more efficient, and highly personalised travelling experience while focusing on sustainability and cost-efficiency. As digital transformation gathers pace and data-driven operations become mainstream, airlines will be able to successfully navigate through complexities and challenges for successful outcomes in the future.
