Dmitry Bulenkov, RAMAKS Group: Civil aviation is the leader of digitalization in many countries of the world

Dmitry Bulenkov: Civil aviation — one of the most competitive industries in the world therefore priorities at all companies are similar. Principal directions are a security of flight and development of the convenient personalized services for the passenger in dense interactions with the airports. In the main priorities of differences between the Russian and foreign airlines is not present.

Dmitry Bulenkov: In 2018 digital transformation becomes the main trend of economy, i.e. gradation of all industries is passed to new technologies. Also the aircraft does not stand aside. According to the forecast of analysts, 67% of the companies from the space industry implement projects on the basis of Big Data, another 10% plan such projects. As for airlines, here project implementation is declared at 44% of the companies now, and plans for such projects announced 25%. These are results of a research which was conducted in December, 2017 by FlightGlobal company concerning Big Data role for the space enterprises and airlines. Analysts also found out opinion on sharing of data on a status of airplanes with the producers and the companies performing repair and the maintenance (M).

So far at investment by airlines in adjacent to aircraft of technology (connected technologies) it was talked, first of all, of providing satellite communication and Wi-Fi. Now the companies are ready to benefit by those data which they can receive by use of the equipment directly onboard airplanes. For example, such data can provide them economy in the amount of 1% of the consumed fuel that is equivalent to $50 thousand for the airplane a year, analysts of Honeywell counted.

Big Data technologies are applied to accomplishment of a number of tasks in the field of civil aviation today. First of all, it is repair and maintenance, ensuring economy of fuel, creation of digital doubles, optimization of operating activities (including forecasting of delays of runs), formation of personal offers for passengers, etc.

In more detail we tell about it on pages of our big research "Air Mathematics". Big Data in the world of civil aviation.

Dmitry Bulenkov: The main stopper is that the culture of data storage and their processing is not created yet. But in general civil aviation is the leader of digitalization in many countries of the world.

Dmitry Bulenkov: These are projects in Aeroflot. I would note the NDC project, project implementation "The platform of addresses", the Tax Monitoring project and also development of functionality of the website and mobile application.

The project of creation of the direct scheme of distribution of aviaservices in the IATA NDC standard implemented by RAMAKS Group for Aeroflot got the award CNews Awards-2018 in a "IT project of year in the transport industry" nomination. Thanks to introduction of the NDC standard, Aeroflot had an opportunity of direct sales of air tickets from the metasearch websites SkyScanner.com, Aviasales.ru, Momondo.com, etc. that is significant premises for increase in profit at the expense of additional sales channels.

Increase in a customer loyalty is impossible in the absence of quick reaction on the comments left by passengers, complaints and queries arriving from different communication channels (including social networks). Therefore at the end of 2017 the Aeroflot company unrolled at itself the unique platform on work with customer appeals, the first among the companies of the transport industry having used for this purpose algorithms of predictive analytics of data. This project is executed by Integro Technologies company which is included into RAMAKS Group. In the project technologies of predictive analytics on the basis of Big Data were used.

Thanks to "The platform of addresses", the Aeroflot company is completely open for notes and offers, and her clients are always sure that their wishes will be heard and apprehended. Project deliverables showed unconditional efficiency of technology that is confirmed by the award Global CIO in category "The Best Project in the field of CRM" and plans the customer on expansion of use of the solution. In more detail about the project read on the website Global CIO.

The implementation project of a data mart of Aeroflot for tax monitoring was executed with participation of specialists of RAMAX Group, SAP Digital Business Services and PwC. The solution allows the customer to receive detailed interpretations of tax and accounting records online and to optimize communications with tax authorities.

The project completely corresponds to current trends on digitalization of business processes and establishment of the open relations with tax authorities. In January of this year it is recognized as the best project of 2018 and got the prestigious award Global CIO in the "Best Digital Project in the field of IT on Taxes and Fees" nomination! More than 2600 Chief information officers across all Russia took part in vote. In more detail about the project read on the page of tender in Global CIO.

Dmitry Bulenkov: For increase in efficiency, speed and quality of processing of client addresses on social networks it was necessary to create a single platform on processing of addresses from different communication channels, their intellectual classification and routing. Also it was required to provide the tool allowing to trace online key trends in social networks including a feedback about Aeroflot from leaders of opinions (popular bloggers, journalists and so forth) and if necessary to use all available communication channels for preserving of image of the company.

Dmitry Bulenkov: Within the project the fundamental functions of a system allowing to configure and optimize flexibly further algorithms of its work were designed and implemented. First, process of monitoring of references of Aeroflot on social networks (all Russian-speaking segment, since January, 2014), trackings of their tonality and dynamics of change after different information occasions is implemented. Using Machine Learning the category and tonality of specific mentioning in real time was defined, helping to define priorities of response to addresses. Secondly, on the basis of the saved-up data the mathematical models allowing when obtaining the address from the client on any communication channel were constructed (with a high share of probability) to automatically determine an address subject and also the division responsible for processing and solution. Such approach allowed to reduce use of resources. In the course of work a system analyzes "fresh" data and samoobuchatsya continuously for increase in accuracy.

Having integrated these two blocks, on the basis of Big Data it was succeeded to implement end-to-end process, since obtaining the address in a free form on one of social networks, and finishing with providing irrefragable answer to the client, and company management – the detailed analysis of the reasons of the event and the uniform reporting under addresses for acceptance of management decisions.

Dmitry Bulenkov: "The platform of addresses" is Machine Learning-платформа for work with Social Media. It analyzes social profiles and traces client responses that is especially important for leveling of reputational risks at the companies involved in B2C segment. This information has value for company management, the commercial block, departments of marketing and PR and services of work with clients of the company in segments, such as e-commerce, telecommunications, retail, logistics, etc.

Using this solution the huge information volumes generated by clients on social networks can be automatically received and analyzed. The platform allows to perform segmentation of profiles on the basis of activity, demographic data, preferences, etc. Machine learning technologies which in real time reveal orientation of responses, their tonality, a processing priority, etc. are taken as a basis for predictive analytics. A system improves the accuracy of the work by means of continuous training.

As for uniqueness, in world aircraft there are already CRM projects, but all of them — without global collecting and data analysis from social networks. However, exactly there the behavioural profile of the client accumulates now. In this case industrial implementation of Big Data technology for automation and consolidation of processes on a joint of traditional channels of communication with clients and social services was performed.

Regarding work with clients Aeroflot took a step forward, having increased incredibly large volume of sources of a feedback from clients for receiving the most exact and reliable picture of relationship, timely response to complaints and addresses. All this leads to increase in level of loyalty, and finally to growth of sales volume of the company.

Dmitry Bulenkov: A system is put into operation in December, 2017. The assessment of a customer loyalty was carried out on selection of addresses of social networks and from among the addresses which arrived through Single window. Processing speed of "standard" addresses increased by 7% already a month later after the beginning of trial operation. Also a system allows to automatically determine tonality at the moment and to route more than 40 thousand addresses monthly. More than 130 thousand references gather in social networks, on them is carried out aspect santimentny the analysis for the purpose of determination of the most concerning passengers of questions.

It is possible to record that a system adjusts about 5% of wrong subjects of addresses and independently defines a subject in 85% of cases.

Due to rapid response to the most resonant information occasions, the loyalty of the potential and existing clients of Aeroflot significantly increased.

Dmitry Bulenkov: The first project deliverables showed unconditional efficiency of technology that is confirmed by plans of the customer for expansion of its use.

The most important business result — consolidation of complaints from all channels of addresses (e-mail, a single window, representations, offices) and references from social networks in a single platform. It allowed to collect work with addresses in uniform business process, to apply machine learning to automatic analysis of subject of the address for the purpose of the subsequent routing and also to conduct monitoring of responses and addresses on social networks in real time.

Within the project also identification of correlations between the level of customer satisfaction and CLTV (Customer Lifetime Value) is planned. It will be implemented on the next stages. Gradual development of the project will allow to create structure of the innovation information system of the future. The ultimate goal of the customer — to reduce terms of processing of addresses, to communicate proactively with clients on social networks, to improve client experience.

Dmitry Bulenkov: We are going to tell in more detail about the implemented projects in the end of the year.