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E-transformation, defined as usage of information and communication technology to improve the performance of a company, is presently an area that many companies are embracing. The top management of companies comes up with possible ideas of incorporating information technology into their daily business activities to improve their performance in their various industries. Some of the major areas of emphasis by the executives are the business operation processes and customer experience (Tsai 57). Etihad has adopted new techniques in informational technology that has made it one of the most competitive airlines in the market that consequently controls a sizable market share in the aviation industry. The case study highlights the airline’s e-transformation in the development of the aviation industry by using different information technology techniques to better their services.
The aviation industry’s future depends on the visions and efforts put across by the people in the industry to eliminate or improve traditional or outdated practices (Travels &Tours par.4). Behind the success, there are several factors, which include embracing information technology. The information technology techniques put in place should help the airlines in cost reduction, efficiency in customer service, and improved communication. Etihad’s investment in information and communication technology has led to an increase in efficiency and productivity. The airline has improved communication with its clients globally through Facebook, Twitter, and LinkedIn. Customers are also able to communicate within the social media networks all over the world, and this has tremendously increased Ethad’s customer base.
The airline has also developed a PointsPay loyalty program where clients can earn points depending on their frequency and mileage of travel. Customers are able to redeem their mileage points online as well as in stores worldwide. The system is very secure since it has to authenticate the personal identification number of everyone who wants to access an account. The system will, therefore, deny access to a person who logs in with the wrong credentials. It also generates statements of accounts for any transaction made online.
Etihad Business Connect is another technological program developed by the airline for small enterprises with loyal frequent travelers of fifty and below in number. Etihad airline rewards them for frequent use of the airline during their travels. The travelers can choose an administrator to be in charge of an account that they will hold with the airline. The administrator updates the group’s account for each traveler, each time one travels.
The more one travels, the more they accumulate points. The group also accumulates points depending on the frequency of travels made by the members. The clients or the group can redeem their mileage points and change to cash or to any other preferred reward from the airline. This technology has raised the customer base of the airline. The clients also have developed trust in Etihad Airlines, as they feel honored and believe that they also benefit in some way.
The airline has also fitted its seats with WI-FI points giving customers the opportunity to search over the Internet for publications, journals, and magazines to read online instead of the hardcopies distributed by the airline crew, which are not friendly to the environment. This practice makes the airline a good protector of the environment. The customers are also able to do their businesses over the Internet as they travel, and this has improved their commitment to the airline.
The airline uses its website to improve the customer experience. The clients are able to make online flight bookings and check-ins. The check-ins take place between twenty-four to two hours before the departure time. A receipt obtained online is printed and presented at the luggage check-in counter. There has been an automation of the airline’s operations, which ensures that the customers can easily access important information. The airline has reduced fraud cases due to the use of the website as there is a validation process put in place to control the transactions taking place.
Etihad employees are also able easily to access the information which they may require from anywhere at any time using the handheld gadgets provided by the airline to use for transactions. They are also able to send real-time information and updates without any hindrances. This helps in saving time and using the correct updated information (Tsai 57).
Etihad Airways have been successful in applying and adopting the latest techniques that make them very competitive in the industry. There is improved data security through the use of platforms that meet the industry standards and applications that ensure strict adherence to business rules. In customer service, the use of technology has enabled the airline to create avenues for interacting with customers easily. The airline is able to get feedback from the customers on its services and, therefore, able to evaluate the areas in which it needs adjustments. The applications of the above technologies have translated into high levels of customer experience, productivity, and overall success of the company.
Tsai, Hui-Liang. Information technology and business processing reengineering: New perspectives and strategies, Portsmouth, England: Greenwood Publishing Group, 2003. Print.
Travels & Tours. “Innovation was the key to success for Etihad Airways” Travels and Tours Magazine, (2013): 4-5. Print.