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Icelandair
Icelandair are one of Europe's most progressive and dynamic airlines with over 65 years' aviation experience. Operating from their hub at Keflavik Airport, they offer daily and regular scheduled services to Europe and North America.
Icelandair reduces web production cost by 50%
Overview
Icelandair carries over 1.5 million passengers per year on scheduled flights between Iceland, Europe and North-America to a total of 24 destinations. Efficiency in on-line sales and customer service is vital to the company´s success.
VYRE's Icelandic reseller, TM Software, and Icelandair have been working together on one of the biggest web solution projects ever executed in Iceland. The project evolved around the installation of VYRE Unify and the ambition to gain competitive advantage, increase services to customers and increase sales on the websites.
The Challenge: Creating efficiency and enhanced management of the Icelandair website
Modern Airlines gain competitive advantage by effectively selling their products online. Icelandair's website is both multilingual and includes a sophisticated booking system. The airline was facing the following critical points:
- Customers had to deal with too many interactions when booking flights and finding information
- Production costs were too high
- Competitors were delivering faster
- Production was not coping with volume - an obstacle to sales increase
- Changing content was a time consuming task, for example translating the multilingual website
Solution: The Selero Project - Process re-design with VYRE Unify
Project Vision:
- Simplified overall structure
- Easier to maintain
- Changes faster to market
- Better translation support
- Cutting edge presentation
The focus was on making things easier and more efficient for both the customers using the web and the staff of Icelandair managing it - thereby heavily reducing time and manpower in maintaining the web and the daily tasks concerning it. All common processes where analysed using value-stream mapping before and after the project to evaluate the ROI of the project.
The solution has the code name Selero. The essence of its functionality is a single unified domain tree and domain localizations, a powerful translation system, and a vastly improved working environment for Icelandair staff.
Previously the Icelandair site had been 14 individual sites with a site tree structure for each domain. With Selero extending VYRE Unify this became one centralized site tree, which made it possible to mirror the site with different translations for each domain.
Previously all Icelandair´s booking engines had been distributed over the 14 domains and numbered over various engines. This proved to be expensive to maintain, due to the fact that Icelandair staff needed to visit each page of the site which contained a booking engine to change settings. With Selero these settings are now centralized in a specialized management area. This reduces the maintenance and production cost of the Icelandair site dramatically. Changes can now be done with just a few clicks across all domains and on multiple booking engines.
This centralised functionality also applies to other functionality and not just the booking engines, making overall maintenance easier and more cost effective.
Icelandair operates in several different countries, in several different languages. Therefore, localizing content to each region is a key element. Translating the website, printed material and advertising content is important. Previously adding translations into the content management system (CMS) was handled by TM Software's specialists in the admin layer of the system. However, now the VYRE Unify platform with the Selero process redesign offers Icelandair tools to manage translation strings within the management layer. This increased the efficiency and turn-around time to create new translation strings and to update the existing ones.
Various benefits
Benefits:
- Reduction of production costs by 50%
- Enable increase in sales
- Easier customer use
- Enhance security
Having a single unified webtree means that changes to all sites can be quickly deployed and updated. Previously, these sort of changes were a major undertaking that had to be repeated 14 times, once for each domain.
By using the Selero system in VYRE Unify Icelandair gained 78% efficiency increase when updating the booking machine and 21% when updating other portlets. This means overall 50% cut on production costs.
This enormous efficiency increase leaves time to be spent on interactions other than maintaining the web, including the publishing of more rich-media for customers. The new system also enables Icelandair to change faster to market demands and increase sales.
Everyone benefits - from Icelandair in their daily tasks and maintenance, to their customers who find it easier to book flights and get the information needed.
"We wanted the website to reflect Icelandair´s new image and service approach. After the built-in of the Selero system we need only half the manpower previously required to maintain the website - enabling us to focus on improvement of the presentation to meet modern standards." VILBORG GUÐNADÓTTIR, Webmaster, Icelandair
