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Air Canada Case
Transcript of Air Canada Case
Air Canada: Flying High with Information Technology
Air Canada - The company
End of net losses
Return to profitability
Founding member of Star Alliance
Acquired Canadian Airlines
Canada’s largest airline
The world’s 15th largest
• Mission: "connecting Canada and the world."
• Differentiation strategy:
- premium passengers
- premium products
• Cost reduction, also an issue
Information Technology Use at Air Canada
• IT applications portfolio :
- recent applications (front-end)
- legacy systems (back-end)
• IT services :
- Customer Service
• Important tool for innovation
iPhone and Blackberry
Self-service rebooking tool
Air Canada's innovations
Information Technology Outsourcing
Pursuing a single-vendor sourcing strategy
A critical team was brought back in-house.
Change to a multiple-vendor strategy
Assigned IBM, to act as the
Seven-year contract with IBM
Request for proposals
Realized that it needed a vendor specialized in
IT CUSTOMER SERVICE
Team of 10 to 15 people
Build relationships between different branches of the company
Unit of 20 people
Coordinate needs between the company and customers
Choose which projects are suitable for the business
GROUP OF 7
Unit of 7 senior directors of IT department
Important meetings between G7 and the CIO and CEO
Analyze future budgets and projects
Unit of 70 people
Tranform the operational systems
Work closely with Trnsformation IT
Contracts between Air Canada and its major IT suppliers (SLA).
- Knowledge of and experience with the airline industry.
- 24/7 support for key applications and services.
Evaluating of needs and choosing between onshore and offshore services.
CUSTOMER SOLUTIONS AND INNOVATIONS
1. Requirement from
2. IT translate needs into
IT solutions to meet business needs
1. Innovation satarts in IT
2. Business believed that there was no solution to satisfy its needs
MARKETING AND CUSTOMER EXPERIENCE
Tracking and facilitating the customer experience on the website
1.The Customer experience team
3. The Electronic Customer Relationship Management (e-CRM) team.
Preparing an IT roadmap
Evaluating vendor performance
Business Intelligence and Data Warehouse
The Information Technology department at Air Canada
Centralized IT department: each business had a representative.
Decentralization: representatives in their departments.
- Infrastructure and reservation system is still under Corporate IT department’s control.
- No integration and coordination between departments.
IT department is re-organized.
An IT representative was assigned to each of the three main branches:
- Customer Service
• Air Canada - The company
• IT Use at Air Canada
• Air Canada's innovations
• IT Outsourcing
• The IT department at Air Canada
• IT Sourcing
• Transformation IT
• Customer Solutions and Innovations
• Marketing and Custormer Experience
• IT Applications
THANKS FOR LISTENING