Aeroflot implemented CRM and mega-storage based on software of Oracle

2017

Purchase of licenses of Oracle for 17.8 million rubles.

According to the protocol of December 29, 2017^[1],Aeroflot will buy software licenses and technical support services from Technoserv Consulting company for 17.8 million rubles.

The software list includes:

• Siebel CRM Base
• Siebel Distribution CRM Base Option

The technical support should be performed during 2018.

Purchase of licenses of Oracle for 87.5 million rubles.

Aeroflot, according to the protocol of December, 2017^[2], will buy software licenses of Oracle:

• Siebel Loyalty Engine Multi-Partner Edition
• Siebel CRM Base
• Siebel Distribution CRM Base Option

Purchase cost - 87.487 million rubles. Technoserv Consulting acts as the supplier.

Purchase of technical support services of Oracle

Technoserv Consulting will provide to Aeroflot technical support services of software of Oracle for 36 million rubles. The relevant information is published on the portal of state procurements in December, 2017.^[3]

Support of software products of Oracle should be carried out until the end of 2018.

2014: Implementation of CRM and mega-storage based on software of Oracle

Start of Project

In February, 2014 "Technoserv Consulting" announced an implementation project CRM- systems based on Oracle Siebel century Aeroflot. First of all, within the project the functionality of the application which is a part of this system Siebel Loyalty Management which will ensure a program runtime "Aeroflot the Bonus" for often flying clients will be implemented.

Bring data into Technoserv Consulting that about 2 thousand employees of Aeroflot — marketing specialists and administrators of the loyalty program and also call center operators of airline will become users of a new system. In the long term a system will service up to 20 million participants and to store up to 300 million unique contacts.

"Creation of the CRM system will allow to apply target approach not only to participants of the loyalty program "Aeroflot the Bonus", but also to more wide range of clients of Aeroflot company and also to implement such approach in productive activity of airline", - it was noted in the project documentation of Aeroflot published earlier.

Earlier for management of the rewards program the airline used the solution Sabre Sonic Loyalty, however "in connection with the formal notice on the termination of all completions of this system received from Sabre since 2013 and the subsequent its closing till 2015" the decision to replace it with another software was made.

The planned project on creation of CRM in Aeroflot of TAdviser became known even in the summer of 2013, however then it was not defined yet based on what solutions it will be implemented. The airline selected the contractor for accomplishment of these works in November. Among the companies applying for the contract with Aeroflot was also SAP CIS.

Followed from the project documentation published in the summer that creation of the single database about all clients of airline (the client data warehouse) should form its basis. Profiles of clients and the history of their changes, the history of client transactions and communications with clients, in particular, should be stored in it.

In the same place it was said that the storage should become a uniform source of customer information and be used in the analytical purposes (reports, KPI, etc.) and for carrying out customer segmentation for the subsequent marketing efforts which could cover all contact points with passengers, including the website of the company, call center, registration at the airport and an aircraft board.

Data on clients will be loaded into uniform storage from all operational sources of airline, from external sources (the Internet, social networks) and also from the systems of partners of the loyalty program "Aeroflot a bonus". According to Oracle, the data warehouse in airline is going to deploy based on it the solutions Oracle Airline Data Management.

Project Completion

At the end of 2015 "Technoserv Consulting" completed implementation of loyalty systems for corporate clients in Aeroflot company. IT solution on the basis of Oracle Siebel Loyalty allows corporate clients to make purchases in a personal account and automatically conducts charge and write-off of bonuses. The created system is distinguished by flexibility of setup: the staff of airline can change loyalty program logic, without resorting to the help of IT specialists. According to the results of start of a system the high level of satisfaction of corporate clients of Aeroflot is mentioned.

Experts Technoserv Consulting booked audit of the developed processes of service of corporate clients according to the loyalty program — from the client's input in a personal account before purchase of tickets with the subsequent charge or write-off of bonus points. Optimization of these processes became an important step on improvement of the loyalty program before its further automation.

The loyalty program support system implemented by a command Technoserv Consulting for corporate clients completely provides requirements of corporate clients upon independent purchase of tickets and provides the comprehensive information about processing of bonus points.

Data on corporate clients, their flight activities are stored in a system, the logician of write-off and charge of bonuses taking into account a set of parameters — a participant status, a point of achievement of threshold balance, volume of purchases, their frequencies and so forth is supported. Integration of Oracle Siebel Loyalty with single payment solution of airline allows clients to pay, on the one hand, tickets, with another — to be aware of a status of the bonus account, to see the history of charges and write-off of points. The IT system also supports purchase of tickets for several passengers. Integration into Oracle BI implemented earlier Technoserv Consulting allows the staff of Aeroflot to receive quickly reports on activity of corporate clients on different cuts. The personal account created taking into account the recommendations of consultants has the intuitive interface and is mentioned by positive reviews of corporate clients of airline.

Notes