SimplyFly – #9, 2018 11 Q: How would you describe Satair’s e-commerce position at the moment? A: The customers’ expectations towards digital solutions have rapidly increased in the past few years. At the moment we don’t have digital solutions which support a modern customer experience. It’s like the old VHS cassette in that it still does a job; if you have a cassette it will play a film for you, but that’s all. We want to go to the Netflix model where big film selections are offered, there are connections to other movies you might be interested in and the experience is much more intuitive. We want to use data to create better content and to move from an old world that still works to a much more modern world with much greater capabilities. So our first task is to build a new digital solution with one portal combining AirbusSpares and SatairSpares, which will ease the customer experience as they will no longer have to visit two different portals to handle their business with us. Q: What excites you about the task you have taken on? A: Aviation is a fast moving industry with many exciting digital opportunities and great potential. For me it is a great opportunity to work with digital & business transformation in a company that aims towards being the digital frontrunner in an industry. Setting the bar is important in order to keep up with the digital agenda. Alongside meeting customer expectations and needs we also want to inspire the industry and our customers. I have a lot of experience in do’s and don’ts from both B2C and B2B. So, hopefully I can use my experience to shortcut the processes and speed up the digital journey of Satair to the benefit of our customers and suppliers. I am especially focused on delivering digital projects that drive high value for our customers and suppliers and allow us to be fast and agile meaning that we are able to adapt and assess feedback and plans as we go along in order to ensure the best possible experience for our customers. Q: How do you make sure the customer is heard in this process? A: It is important to realise that we are not doing this for the sake of doing it; we have to be digital for the customer and their needs are first and foremost. Through direct feedback from customers and also from our own Customer Order Desk and sales people we have found what is needed from a customer perspective, namely an easier portal with a clear ordering process, fleet overview and features such as being able to upload extensive part number lists for quotation. Part of the process of identifying the customer needs is called ‘Customer Journey Mapping’ where we analyse every step a customer has to take to place an order, get a technical query answered and so on. From here we create a map that depicts these interactions. Together with the customer we then identify the aspects that they are satisfied with and, more importantly, the aspects that call for improvement. This is extremely valuable and important in the development of features and solutions that can satisfy the customer. Q: What can the customers expect? A: We are developing the new portal to embrace six key themes, based on the take aways from the Customer Journey Mapping. We are building in simple, smooth and speedy solutions with strong orientation towards search functions. We are going to make it easy to use so the customers don’t have to do a lot of copy pasting when creating parts lists, but instead they can drop those lists directly into the system. There will be no one-size fits all solution; instead communications will be personalised to each customer to create better relationships. Finally, we are building in self-service and transparency, making it much more convenient for customers to log in when they want to and to find out what is happening with their orders or requests.
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