Scandinavian Airlines uses SAS® to improve services and ensure superior customer relations
Scandinavian Airlines has made important progress in the competition for passengers in the airline industry. Using world-leading SAS technology, Scandinavian Airlines can now record and evaluate customers' spontaneous comments in order to improve the company's flights and services.
Staying a step ahead
Scandinavian Airlines is a customer-focused company, and its management decided that it should make active use of customers' suggestions and criticisms. "Customers speak out mainly to avoid encountering the same problem again, not to get compensation for what happened to them. Now we are taking their views into account as part of our ongoing efforts to improve our service and quality," says Jens Ericsson, manager of analysis and systems in Scandinavian Airlines' Customer Relations Department.
Scandinavian Airlines chose SAS Business Intelligence solutions to collect customers' opinions daily through a wide range of channels, including the Internet, letters, paper-based forms and the telephone. In Scandinavia alone, the company has a total of 55 people working on processing around 50,000 spontaneous customer comments a year.
Closing information gaps
The initial phase of the project involved developing new forms on which to record customer comments. One important part of this stage was to identify 560 codes for the different areas in which customers may have opinions. The objective of the project was to create a fast, relevant and easily accessible process to manage customer information.
According to Ericsson, the main reason for choosing SAS software was because it supports decision making and predictive analysis, and is fast and easy to use. "It was mainly a question of creating reliable added value for the users of the analysis and feedback systems on the basis of our current situation. The be-all and end-all was to find a software package which was flexible and could easily be integrated with our other systems."
Customising reports for fast answers
"The SAS consultants have done an excellent job in designing the reports to our standards," says Ericsson. "They have also checked the modules, made continuous improvements and fine-tuned the parts which we developed. We were able to do a lot of the work ourselves, but they were always there to help when we needed them. It is now likely that a lot of departments in the company will install and use the SAS software. It is easy to use and, now that we have server licences, a large number of departments can install it at a relatively low cost."
SAS offers almost unlimited possibilities for users to drill down through the data and get answers to the questions that interest them. In addition, the analysis procedures have been simplified considerably.
Better service, more satisfied customers
In granting every employee full access to all the information in the portal, the company hopes to see an increased awareness of quality and performance, and thus more satisfied customers. Amongst other things, it is possible for department managers to explain in their monthly reports why the number of complaints in a specific area has risen, and also to report on what they are doing to resolve the problem. This gives management groups greater control over the company's strengths and weaknesses and over what is being done to make it more competitive.
"SAS is way ahead of its competitors," concludes Ericsson. "All airlines have some sort of case-handling system, but we are probably the only company in the industry that can analyze customer contacts in such a sophisticated way that also adds value. In the near future, the spontaneous customer comments will also be available to our product developers. Another benefit of the project is that we have an excellent benchmark to show us how well our suppliers are doing their job."
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SAS allows Scandinavian Airlines to quickly record, analyze and respond to customer concerns and provides better service and performance.
“All airlines have some sort of case-handling system, but we are probably the only company in the industry that can analyze customer contacts in such a sophisticated way that also adds value.”
manager of analysis and systems