Ural Airlines strengthens customer interaction by means of technologies

On February 13, 2014 the Microtest company announced the loyalty system implementation project final on the basis of software of Oracle Siebel CRM for the benefit of Ural Airlines. In the field of air transportation, in Russia, such solution is implemented for the first time.

Project Tasks

Trying to increase number of constants and to hold the existing clients, the airline management made the decision - to implement the new modern system capable to increase loyalty of passengers to the company. A new system should provide solving of tasks among which there are an integration into internal and external databases, receiving complete and up-to-date information on each client in a foreground mode, customer segmentation, a possibility of determination of value of the client for airline (membership value) and many others.

Main requirements to the potential contractor: presence of IT specialists of the high level, quality of the provided services, reputation of the reliable partner and experience of implementation of difficult technical solutions. The Microtest company conformed to requirements.

Project Progress

On the basis of requirement analysis of Microtest airline offered a management system for loyalty of passengers of Oracle Siebel CRM, the including Loyalty Engine, Loyalty Manager, Loyalty Member Services and other options.

For the continuity of control of stages of works the Microtest company created group of the specialists working together with a team of IT professional of Ural Airlines. The project proceeded one year.

Project Results

Being executed, the project will help to increase Ural Airlines service quality of passengers, to improve partner interaction. In addition to use of fixed functions of the CRM system, Ural Airlines will be able to create more flexible and competitive programs of increase in loyalty. Use of Oracle Siebel CRM will help airline with increase in effect of promotion actions, increase in efficiency of sales channels and improvement of level of customer satisfaction in general.

Settlement power of a system - data processing up to 5 million often flying passengers. At the same time a system has no restrictions on number of programs of loyalty on the person. At expansion of business of airline increase in number of the processed data by simple scaling of a hardware-software complex is possible.

"As a result of implementation Oracle Siebel CRM "Ural Airlines" gained a basis for creation of the concept of customer focus and developments of complex CRM- a system based on Oracle Siebel CRM which implements it. Creation of the uniform full customer base and automation by customer relations will allow airline to raise the service level of passengers, to create the tool of the analysis of activity of airline regarding relationship with passengers, to increase efficiency of marketing programs and many other things. For this purpose on the next stages of the project the Customer together with us is going to implement functionality of marketing, to develop analytical BI- a system, to configure full-scale contact center. Such approach - to solve problems in parts - allowed to begin to work with a system in most short time and to receive result, significant for airline. We thank "Ural Airlines" for the interesting project and effective cooperation", - told Mikhail Savitsky, the head of the business direction of support systems of business "Microtest".

"At a certain stage of development of airline we came to a conclusion that we will be able to create new customer service quality only thanks to creation of the uniform customer base and automation of customer relations. We took this step. Implementation of Oracle Siebel CRM allowed to create a system by means of which we will be able to implement our plans for increase in loyalty of passengers of airline — Kirill Skuratov, the commercial director of JSC Ural Airlines noted. — Ural Airlines the first among the Russian airlines implements the similar system meeting the advanced international standards. It is sure that our cooperation will develop further and will bear fruit".