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Air Canada Case

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by

Albert Curto

on 15 November 2014

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Transcript of Air Canada Case

Simon Fisel
Albert Curto
Oscar García
Ismael Pellicer
Air Canada: Flying High with Information Technology
Air Canada - The company
1994
1997
2011
2001
1989
1937
End of net losses
Return to profitability
Founding member of Star Alliance
Acquired Canadian Airlines
Canada’s largest airline
&
The world’s 15th largest
Founded
Privatized
• Mission: "connecting Canada and the world."

• Differentiation strategy:
- premium passengers
- premium products

• Cost reduction, also an issue
IT importance
Information Technology Use at Air Canada
• IT applications portfolio :
- recent applications (front-end)
- legacy systems (back-end)
• IT services :
- Commercial
- Customer Service
- Operations
• Important tool for innovation
1998
2007
2008
Interactive computer
terminals
Electronic Boarding
Passes
iPhone and Blackberry
applications
&
Self-service rebooking tool
Air Canada's innovations
Information Technology Outsourcing
2001
Later 2001
2011
2003
2000
1994
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
integrator
Seven-year contract with IBM
Request for proposals
&
Realized that it needed a vendor specialized in
telecommunications
IT APPLICATIONS
IT OPERATIONS
IT COMMERCIALS
IT CUSTOMER SERVICE
Team of 10 to 15 people
Build relationships between different branches of the company
Customer satisfaction
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
IT Sourcing

Contracts between Air Canada and its major IT suppliers (SLA).
Selection criteria:
- 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
54 Workers
Generating innovation
1. Requirement from
Business

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
Three teams:
1.The Customer experience team

2.Web team

3. The Electronic Customer Relationship Management (e-CRM) team.
Transformation IT
Architecture
Preparing an IT roadmap
Operations
Evaluating vendor performance
Employee innovation
Bringing innovation
Business Intelligence and Data Warehouse
Security
Senior director
The Information Technology department at Air Canada
Centralized IT department: each business had a representative.
2003
Decentralization: representatives in their departments.
Problems:
- Infrastructure and reservation system is still under Corporate IT department’s control.
- No integration and coordination between departments.
2010
IT department is re-organized.
An IT representative was assigned to each of the three main branches:
- Customer Service
- Commercials
- Operations
Summary
• 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
Full transcript