双语时事：航空业运用大数据必然会有大作为

2014-07-08 16:13:44来源：可可英语

　　At Norwegian airline Wideroe, for example, a single customer view “enables agents in the call center to understand the full history of the customer—not just the customer service history, but also their recent visits to the website or promotional emails they’ve opened,” she explained. “After they solve the customer service issue at hand, they’re in a powerful position to then recommend the most appropriate ancillary service—driving add-on revenue—or offer a complimentary upgrade, thereby driving loyalty.”

　　佩列蒂耶解释道，以挪威的威德罗航空公司(Wideroe)为例，一个统一的顾客视角“可以让呼叫中心的销售代表了解顾客的全部活动记录，而不仅仅是客户服务历史。也就是说，销售代表还能了解顾客最近是否曾访问过公司官网，或者是否曾经打开过公司的营销邮件。因此，在解决完手头上的客户服务问题后，他们处在一个非常有利的位置来推销最适合该顾客的附加服务，这样一来就可以创造额外收入。或者他也可以根据手头上的信息向旅客提供免费升舱，这样一来也可以提高客户忠诚度。”

　　Insights garnered from a single customer view can also drive personalized messaging into various communications channels, and email is a popular starting place, Pelletier noted.

　　佩列蒂耶指出，航空公司通过统一顾客视角获得的见解也可以转化成服务信息，通过各种通讯渠道传递给旅客，而电子邮件正是一个非常热门的出发点。

　　“One of our largest clients in Europe uses Boxever to understand abandoned carts and then trigger personalized emails to the abandoners,” she said. “They reported back subsequent bookings of $1 million per week from these communications.”

　　佩列蒂耶说：“我们在欧洲有一个最大的客户，它利用Boxever平台来了解机票的退订情况，然后向退订者发送电子邮件。据这个客户反映，在发送了这些邮件之后，有很多退订的人随后又重新在他们那里订购了机票，由此每周都为它多创造了100万美元的收入。”

　　Boxever also cites a 21 percent reduction in customer-acquisition costs on paid media “by understanding who the customer was, where they came from and whether or not they were already a customer,” said Dave O’Flanagan, the company’s chief executive. “This way they could start to move those customers away from expensive acquisition channels to retention channels, like email, which is much cheaper.” There is also potential for a 17 percent uplift in conversion on ancillary cross-sells, such as adding hotel or car to a booking, he added.

　　Boxever公司首席执行官戴夫o奥o弗拉纳根还称：“由于了解了顾客是谁，来自哪里，他们是否已经是自己的顾客”，有些航空公司花在付费媒体上的获取顾客成本降低了21%。“通过这种方式，航空公司可以把这些顾客从昂贵的顾客获取渠道转移到成本低得多的电子邮件等顾客保留渠道上。”另外弗拉纳根还表示，各大航空公司通过附带的交叉销售(比如酒店、租车等)，这方面的收益还有提高17%的潜力。

　　‘Few companies are really leveraging big data’

　　“只有极少的公司真正利用了大数据”

　　Exciting though those benefits may be, there’s an even bigger pool of potential payoffs remaining untouched. “Surprisingly few [airline] companies are really leveraging big data today,” O’Flanagan said.

　　不过弗拉纳根还指出，虽然大数据的这些好处令人兴奋，但是大数据的更多潜能仍然没有得到挖掘。“令人惊讶的是，目前只有极少的航空公司真正利用了大数据。”

　　Indeed, “I’ve not seen a single major airline with an integrated ‘big data’ business solution, nor an airline with a plan to integrate such a program,” said Richard Eastman, founder and president of The Eastman Group, which builds travel software.

　　差旅软件公司Eastman集团创始人兼董事长理查德o伊斯曼也认同这个观点。他说：“我还没见过任何一家主流航空公司出台了完整成的‘大数据’业务解决方案，也没有任何一家航空公司有整合这样一个方案的计划。”

本文关键字: 双语时事航空业运用大数据必然会有大作为