Star Alliance Creates Digital Services Platform With Accenture to Deliver an Improved Experience Across Its Member Airline Network Lufthansa and United first two carriers using platform to enhance customer experience
Star Alliance has launched a Digital Services Platform (DSP) as a first step to an overall enhancement of digital and mobile services offered to customers travelling across the 28 airline member Star Alliance network. The platform was developed and implemented in conjunction with global professional services company Accenture (NYSE:ACN) as part of the Alliance’s strategy to further improve the customer journey.
The DSP can gather data provided by an individual member airline or third-party source and make it available to all members, enabling them to build it into their own customer-facing digital applications. The longer-term aim is to allow customers to use any member airline’s website or mobile application to obtain all the information they need for travel on several Star Alliance member airlines.
“Most frequent travellers have a ‘home airline’ in our network and would prefer to control their entire travel experience through a single app or website,” said Star Alliance CEO Jeffrey Goh. “We are therefore working to create central capabilities that can be shared for use by our individual members.”
Once a service offer is available from the DSP, member airlines can decide individually if and when they make it available to customers. For instance, a seat selection feature launched on February 2nd now allows a United Airlines customer to select a seat on Singapore Airlines flights booked via united.com or the United App. As a result, the customer travelling on fare types that include complimentary advance seat selection can choose a specific seat at time of reservation for the entire journey on United Airlines and Singapore Airlines, rather than only at time of check-in. This feature will be made available across the Alliance progressively. Lufthansa is also using the DSP technology to provide baggage tracking information for its customers on journeys that include flights on other Star Alliance airlines. The data is provided by the Star Alliance Baggage Hub which went into operation at the end of 2016. It collects relevant baggage information from a wide-range of sources and makes it available to all member carriers included in a passenger’s itinerary.