Table of Contents
Introduction........................................................................................................................2
Introduction to the organization - SriLankan Airlines.........................................................3
a. Identify and differentiate between the IT/IS systems that are used for knowledge
management, customer relationship management, data management and
communication management – P3....................................................................................4
i. Knowledge Management (Data storage and processing)..............................................4
ii. Customer Relationship Management (Data storage and processing)...........................5
iii. Data Management (Data storage and processing).......................................................5
iv. Communication Management (Data storage and processing).....................................6
Analyze the usage of IT/IS systems that are being used to support value added
changes in improving business operations, performance and sustainability – P4............6
i. Business Operations.......................................................................................................6
ii. Performance...................................................................................................................7
iii. Sustainability.................................................................................................................8
Identify prevailing business problems experienced by the stakeholders of the
organization and recommend IT/IS solutions for them - P5..............................................9
References.......................................................................................................................11
Introduction
Effective use of IS/IT in organizations is the main focus of this report. This report covers
3 learning outcomes; analyze flexible and reliable IT systems that respond to
organizational requirements, evaluate IT systems that support value-added change
within organizations and recommend practical IT systems solutions to given
organizational scenarios. SriLankan Airlines is the chosen organization to analyze the
effective use of IS/IT.
Introduction to the organization - SriLankan Airlines
Introduction on the largest airline of Sri Lanka is stated as; Launched in 1979, Sri
Lanka’s National Carrier is an award winning airline with a solid reputation for service,
comfort, safety, reliability, and punctuality.
The airline’s hub is at Bandaranaike International Airport in Colombo, providing
convenient connections to its global route network of 113 destinations in 51 countries.
(Srilankan.com, 2020)
Vision
To be Asia’s most customer-centric airline (Srilankan.com, 2020)
Mission
To delight our customers with a reliable and pleasant travel experience with warmth and
hospitality, the Sri Lankan way. We strive to meet our stakeholder expectations as a
competent, proactive and diligent organization which is financially viable.
(Srilankan.com, 2020)
Inception and development
Established by the Government of Sri Lanka in July, 1979, following the closure of Air
Ceylon, Air Lanka initially operated two Boeing 707 jets on lease from Singapore
Airlines.
During the 1980s, various destinations were added to the network, and new aircraft
were added to the fleet. In 1990, Air Lanka served 26 destinations. Two years later, the
first Airbus A320 aircraft joined the fleet. In 1998, Air Lanka was privatized to the Dubai
based Emirates Group. Emirates got a 40% stake worth US$70 million, later increased
to 43.6% in Air Lanka, and tried to refurbish the airline’s image and fleet, abandoning
the Air Lanka brand and launching SriLankan Airlines. (SeatMaestro, 2020)
a. Identify and differentiate between the IT/IS systems that are used for
knowledge management, customer relationship management, data
management and communication management – P3
i. Knowledge Management (Data storage and processing)
SriLankan Cargo has identified e-AWB as a reliable source of storing data that could
curtail the risk of losing vital data content. Considered the most crucial transportation
document in the cargo operation, the Air Waybill contains details of the shipper,
consignee, Airport of origin/destination, number of pieces, weight and the nature of
goods. The overall process will be performed with greater efficiency as they no longer
have to invest time on the tedious processing procedure. (Srilankan.com, 2017)
The e-Air Waybill system provides information on the whole cargo process to
SriLanakan Cargo. Data is stored in the databases of the e-AWB system and processed
efficiently. This e-AWB initiative was partnered by pioneer corporate entities like
Expolanka Freight, Speed Mark, Dart Global, Expelogix, Nidro and CR Exports.
ii. Customer Relationship Management (Data storage and processing)
SriLankan Airlines needs to streamline their processes in an attempt to reduce their
operational costs. The CRM system of SriLankan Airlines helps to integrate electronic
data interchange and quality and subsequently reduce certain operational costs.
CRM system of SriLankan Airlines helps in providing a bird’s-eye view of all the
operations across different sectors. It helps to identify any shortcomings and set them
right quickly. CRM which SriLankan Airlines uses is a dynamic software that has
improved the overall visibility and it is compatible with a wide range of portable devices,
which the airport staff, Sales and marketing staff of SriLankan Airlines are currently
using. This CRM system automates the entire process which facilitates to control key
business functions such as cost, operation and maintenance.
It is stated in the SriLankan Airlines website, Enhancements are being effected to the
internet booking engine to provide a more customer-friendly experience. With the
introduction of a Customer Relationship Management (CRM) tool, the airline will be able
to enhance its offering to the frequent flyer members through FlySmiLes and provide
greater rewards for its loyal customers. (Srilankan.com, 2019)
iii. Data Management (Data storage and processing)
The volume of real-time data collected in a single day for SriLankan Airlines is very
large and high powered analytical tools are needed. SriLankan Airlines uses Stream
processing for Data Management. It continuously acts on the flow of data, picks up the
patterns of the processes and sends alerts and actions to connected applications.
For example, finding that a passenger who has previously complained about seat
reallocation is about to be moved again, in which case an instruction would be sent
immediately to the cabin management application to stop the move. As a result it would
prevent customer dissatisfaction.
iv. Communication Management (Data storage and processing)
In order for SriLankan Airlines to coordinate a good customer experience, airlines need
access to real-time data on flight status, gate status, weather, luggage, customer
service operations, local hotel rooms and much more that is contained in their own, the
airport’s, and other third-party systems. They need to be able to utilize the data in each
system to trigger, contextualize and personalize automated communications. To do this,
SriLankan Airlines uses an Enterprise Cloud Communications Platform to accelerate the
development of communication initiatives and enable end-to-end automation up to a
certain extent.
Using a Cloud Communications platform, SriLankan Airlines will be able to centralize
the numerous integrations needed for system and customer data to be used in
coordinating the delivery of personalized and contextual communications across
multiple channels.
Analyze the usage of IT/IS systems that are being used to support value
added changes in improving business operations, performance and
sustainability – P4
i. Business Operations
SriLankan Airlines has been recognized as an award-winning airline for their innovation
in the IT field. To add value to their business operations the IT division of SriLankan
Airlines has developed a Fuel Management Information System to monitor information
regarding the refueling and maintenance of the aircraft fleet of the airline. It is stated,
SriLankan Airlines IT division won NBQSA Merit Awards for in-house developed ‘Fuel
Management Information System’ in 2010 and the ‘Book Now Pay Later’ solution in
2017. (Srilankan.com, 2017)
In order to save time the flight crew and for staff of SriLankan Airlines spend in queues
for checking-in, SriLankan Airlines have developed an application named “Charika”, The
Merit award was won by the “Charika” application for enabling the self-service ticketing
function for staff and transforming the UL staff ticket issuing process into a fully
automated digital service with round the clock availability. The process was simplified by
providing the seat availability and multiple payment options so that the staff members
could specify the journey, do the payment and receive the e-ticket instantly without any
human intervention. (Srilankan.com, 2017)
ii. Performance
The Bronze award winning application “iFleet” is fully integrated with operational
systems to bring 360-degree visibility of SriLankan fleet on a comprehensive single
operations window. The application is available for staff and is extensively used by the
Airline Operations Control Center (AOCC) and by the crew as it provides real-time flight
status, passenger loads, crew information, and aircraft maintenance schedules as well
as aircraft utilizations. (Srilankan.com, 2016)
iFleet is another application implemented by SriLankan Airlines to integrate their
operational systems and display an all-round visibility of the aircraft fleet of the airline in
a single operations window. This application has been a innovative value added change
to improve their performance.
iii. Sustainability
SriLankan Airlines being the first Airline in south Asia to launch a carbon minimize flight
back in 2009, it proved yet again to be proactive when implementing another innovative
initiative. Complimenting to the Company’s corporate environment policy, SriLankan
Cargo signed an e-AWB (Air waybill) agreement with six of its top customers. This
initiative reduces paper consumption and cultivates and promotes a paper free work
environment that would enable SriLankan Cargo to perform their functions with greater
efficiency. (Srilankan.com, 2015)
This value added change is a big step that SriLankan Airlines would recognized as a
sustainable organization. This initiative by SriLankan Cargo to reduce paper
consumption and cultivate and promote a paper free work environment is a massive
step and value added change. This e-AWB (Air waybill) agreement is 100%
implemented in 2015 but it was initiated in 2009.
Identify prevailing business problems experienced by the stakeholders of
the organization and recommend IT/IS solutions for them - P5
The issue of ‘Big Data’ is a prevailing and a major business problem for SriLankan
Airlines. They have to develop smarter use of their data. For SriLankan Airlines the
challenge of managing Big Data still haven’t been resolved. Below are some of the
issues faced by the airline:
Data being stored in multiple siloes.
Challenging to centralize and match up information from different databases
Gathering data in real-time
This problem can be solved by developing a Travel Data Agility Platform. The platform
provides SriLankan Airlines with a powerful tool to support their passenger
personalization processes. By using this TDA platform SriLankan Airlines will be able to
tackle the above stated challenges by:
Data from different siloes will be matched to get a full picture of each passenger
through extensive use of APIs or the TDA platform user interface.
SriLankan Airlines will get a better understanding of their customers, their
journeys and profiles.
Automatically push Big Data information to give notifications to front-line staff as
well as targeted passengers. For example, push notifications on flight delays,
ongoing offers and promotions, etc.
Currently and in the future the aviation industry is mainly carried out based on customer
experience. That has already become the main trend out of all factors to capture market
share. Airlines globally are enhancing to make their offerings more personalized and
unique to their passengers. However, for SriLanakn Airlines one of the biggest
challenges is to provide effective passenger personalization.
When focusing on effective passenger personalization, automation is a key function in
being able to rebuild while remaining effective and agile. In the present, customer
expectations for excellent customer service across a several channels will continue to
be high and numbers will pick up as people begin to travel after the COVID-19
pandemic reduces.
This business problem can be tackled by, providing assistance to the travel agents who
have been loyal customers through automation. Implementing an Email Virtual Agent
(EVA) that can read incoming emails, determine the number of distinct issues identified
in the email, assign a product, reason the code and then code the case for the travel
agent. An EVA will be a great way to tackle and go forward with cutomer personalization
for SriLankan Airlines.
Passengers with Reduced Mobility (PRM) who need wheelchair assistance to move
around the airport are growing in number significantly each year. Although, wheelchair
services need to be requested in advance oftentimes people either don’t show up for
their appointment or come asking for help spontaneously. Both incidents lead to
inefficiencies in time, management and resource distribution.
SriLankan Airlines can tackle this problem and avoid any inefficiency by implementing
an Indoor Positioning and Asset Tracking system which will help to provide the real-time
locations of wheelchairs and staff on a digital map. Available and close by airport staff
can be assigned to pick up specific passengers. The SriLankan Airlines staff can then
easily identify and locate available wheelchairs in their immediate surrounding area,
saving the time and effort.
References
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