Airlines
20 years of experience: from strategy to implementation
eCommerce, Loyalty & CRM for Iberia
In the development project for the e-commerce portal were included the loyalty programme and the CRM operation with the aim of integrating customer data, campaigns and segmentation, offering a portal customised to the needs of the users.
Scope of the Project
- Integration of all loyalty programme operations in the e-commerce portal, simplifying and reducing significantly customer care centres.
- Integration of CRM platform (Siebel) for campaigns on the Web and feedback from activities through this channel (market research, signing-up campaigns,..)
- Development of one-to-one marketing strategies and customisation. Currently the portal features more than 700 customisation rules that allow to adapt contents, offers and campaigns to the preferences and needs of the client.
Advantages
- Iberia maintains its leading international position in e-commerce, with many awards and commendations worldwide.
- It offers the marketing team a flexible tool that allows a response to changing conditions in the market with minimal input from the systems team thanks to the application of user-configurable business rules.
- Cost savings in customer care centres generated by offering self-service functionality on line.
