Typical Data Challenges for an Organization

Big Organizations have multiple channels of interaction with the customer, resulting in multiple entries being maintained across various systems. In a typical Airline operation, data about the same customer can be found in the GDS, Reservation System, IBE, Ground Operations (Check-in, Boarding), etc. These functional silos work independently, with little or no interaction between them.

In cases where functional silos have been integrated and a comprehensive customer knowledge base exists, organizations are often found wanting on a customer ranking system front.

Without the knowledge of the customer value, organizations are unable to segregate customers and treat them equally, requiring higher investments, and a lack of visible differentiation for highly valuable customers.

Organizations that do have the ability to arrive at a “Customer Value score” after significant investment tend to opt for static calculation models that are designed in a way that renders them inflexible to change.

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