Overview
Bamboo Airways was established in 2017 and officially went into operation in January 2019, with the desire to enhance customer experience and aim to become a leading airline in Asia. Within 6 months, the airline transported over one million passengers and captured 20% of the domestic market share by the end of 2020, despite the challenges posed by the Covid-19 epidemic.
Since 2019, Bamboo Airways has continuously expanded its network with major airports globally to meet passengers travel needs. The airline also achieved a milestone by operating the first special flight between Vietnam and the United States, creating a groundwork for direct commercial flights between the two countries.
Currently, Bamboo Airways has maintained its position as one of top three largest domestic airlines with nearly 20 million passengers across more than 36,000 flights on 51 domestic and international routes. The airline is distinguished by 3 key strengths: Leading on-time flight performance in Vietnam - Robust growth of inter-regional flight network - Exceptional and compassionate service quality.
Challenges
Digitalizing airline experiences presents significant challenges due to stringent industry regulations, safety awareness, and high implementation cost. Compared to sectors like retail or fashion, airlines are relatively new to the digital transformation.
Additionally, a shortage of digital talent complicates Bamboo Airways’ efforts to enhance digital experiences for customers. They need to carefully consider cooperating with high-quality providers to optimize cost and operational efficiency.
By partnering with A1 Consulting, Bamboo Airways identified 3 main objectives to modernize customers' digital experience when accessing their website.
- Improve overall user experience, balancing design and performance.
- Cater to a diverse customer base with multi-language support. Bamboo Airways needed a website that included a variety of location and language options.
- Integrate new features such as customers logins for tracking ticket information and participating in the Bamboo Airways' loyalty program on each flight.
Solutions
Upon receiving the project from Bamboo Airways, the A1 Consulting team conducted in-depth analysis to truly understand Bamboo Airways' goals and resources constraints on the digitalization journey.
Based on the deep analysis from our experts, both parties agreed to use the Digital Experience Platform (DXP) solutions to upgrade the Bamboo Web Portal and Bamboo Club Loyalty Portal. They enable centralized management of user data and real-time personalization of customer experiences.
The process of applying A1 Consulting's DXP to Bamboo Airways' system takes place on a model with 06 core categories:
- Reach: What channels is the business active on? How are these channels exploited?
- Personalization: To what extent does the business serve the needs of each individual customer?
- Convenience of service: Can customers serve themselves? What channels are used to deliver the service?
- Convenience of purchasing: Are there any obstacles in the purchasing process?
- Channel agility: Are customer facts being used and applied across all channels? Is the history of behavior, transactions and conversions across each customer's touchpoints saved?
- Simplicity and ease of use: Are service/information delivery channels optimized for mobile? Is the customer journey facing any obstacles or is it smooth?
Some key activities during the over 6-month DXP implementation of A1 Consulting include:
Redesign the web portal and loyalty portal interface
Bamboo Airways' new website has been redesigned with the main color tones of green and blue inspired by Vietnamese bamboo. The style chosen is modern and youthful, reflecting the airline's dynamic spirit.
Create personalized experiences
Bamboo Airways website is available on all devices and operating systems. In particular, the customer's personalized experience is maximized focusing on languages and currencies.
The new version of Bamboo Club Loyalty Portal is also updated with additional self-service features so customers can easily track activity history, accumulated points, and how to convert points to combined products from Bamboo Airways and its partners (package combining flight - vacation, golf, entertainment, etc.)
Results
After 6 months of implementing, these newly changed websites succeed in complying with WCAG standards, enhancing accessibility for people with disabilities with some features:
- Fonts are easy to read and sharp.
- Allows users to customize text color and contrast.
- Logical reading sequence.
- Does not cause any difficulty when clicking.
- Content blocks are separated visually.
The personalization of customers experiences on Bamboo Airways websites also lead to good performances:
- Integrate automatic location recognition feature displaying 6 languages.
- Support payments in a diverse range of currencies.
Using Bamboo Airways' website, customers also have a chance to enjoy:
- Stable operation 24/7 regardless of heavy traffic during peak season.
- Compliance security according to GDPR and KISA standards.
- Resistance to DoS/DDoS attacks.
- Real-time monitoring system and form-based reporting.
Benefits
After being deployed and officially put into operation, the Bamboo Airways new website version received positive feedback from customers for its extremely user-friendly design and accessibility.
The DXP solution increased cybersecurity with real-time monitoring and advanced reporting, simplifying online ticket booking and reducing sales risk by 30%.
Bamboo Airways highly appreciates the efforts and enthusiastic support of A1 Consulting in implementing the DXP solutions into this airline's website system. We have continued to work together to collaborate on improvements, adapting to user behavior and needs dynamically.
