COUNTRY FOCUS: IRAQ
Supported by its partner, Orange Business
Services, SITA’s solution includes state-of-the
art, cloud-based interactive voice response
(IVR) to filter and optimise information prior
to routing calls to an agent. It also features
a best-practice, multi-channel platform
including voice calls via call collection in 13
countries, email and chat media.
Abbas Hammoodi, E-Commerce and
Systems Manager, Iraqi Airways, said: “As
we continue to expand our route network
across the globe, we needed a world-class
reservation centre that could assist our
passengers across our network 24/7.
“SITA was able to quickly provide us with a
global presence with a fully-trained team.
It also ensured that the centre was able
to accommodate our future growth as our
network and operation continues to expand.”
employees, customers and partners
while improving overall efficiency and
responsiveness via audio and video
conferencing or data exchange
• Ease of transition: SITA’s vast
knowledge of the air transport
industry and access to more than 200
airports makes moving from a legacy
infrastructure to a new platform a
quick and seamless process – helping
adopt best practices while increasing
central control over networks, reducing
infrastructure complexity and lowering
cost of ownership
• Cost savings and commercialisation:
A single point-of-contact saves time and
money by simplifying the procurement
process, flexible pay-per-user and
usage-based models and new revenue
opportunities by offering Unified
Communications as a service to airport
tenants and other business partners
Business benefits
IA’s primary objective was to increase
customer and passenger satisfaction
by providing around-the-clock support.
Passengers can now reach IA staff and
resolve any issue they might face during
their journey. IA also wanted to expand its
indirect sales channels and increase revenues
while cutting down on commissions paid to
travel agents and GDS providers.
Comprehensive, end-to-end solutions
SITA’s Unified Communications portfolio
supported by Orange has allowed IA to
consolidate voice, data and audio into
one platform while the cloud-based
infrastructure delivers secure, reliable
connectivity which effectively links the
airline to its different destinations.
With SITA’s global presence in more than
200 countries and territories as well as more
than 1,000 airports, it was possible to connect
all 13 destinations seamlessly to the central
reservations centre. Other benefits encompass:
• Improving efficiency and
responsiveness: keeping costs down,
modernising airports, providing
passengers with a connected experience
or expanding routes
• Collaboration: Greater, easier and
more powerful interactions between
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INTELLIGENTCIO
Having SITA’s Horizon Passenger
Management and Distribution system
already in place, Iraqi Airways was also able
to integrate the new centre with the airline’s
reservation, ticketing, e-commerce, inventory
and departure control systems.
Using a new-generation graphical interface,
agents are quickly and speedily able to make
or change bookings.
• Grow and adapt: A defined upgrade
and development path to meet current
and future needs, Horizon Passenger
Management and Distribution enables
continuous evolution with modular,
flexible and versatile tools, accompanied
by SITA’s dedicated expertise
• Get closer to your customer:
Technologies to optimise customer
service – including online, kiosk and
mobile applications, self-service booking,
shopping solutions, merchandising and
loyalty programmes – and an interface
for third-party distribution enabling
seamlessness with all partners
• Distribution neutrality: SITA provides
unbiased access to every available
channel, including all GDS and agency
contact centres, alliance and code share
partners – ensuring the most effective
channel mix for airlines
• Other benefits: Reduced service costs
and inefficiency, lower distribution costs
(leveraging GDS costs), increased
speed to market and commercial
agility, enabled merchandising of
optional services, more personalised
offers and optimised profits
Achieving real impact of its value
proposition among customers,
maximising operational efficiency/
business performance and optimising
passenger experience is a long-term goal
for Iraqi Airways and Horizon Passenger
Solutions will continue to contribute to
that success.
A key business for any airline,
passenger management includes core
reservations, inventory, departure
control, pricing and ticketing.
www.intelligentcio.com