Company: Istanbul Airport
Company background: As Istanbul Airport, we are delighted to operate the world's largest airport, which offers the highest quality service to its passengers. In addition, we had the opportunity to be crowned with many awards and certificates for the services our airport provides to its passengers.With the ACI Airport of the Year and Brandon Hall Excellence Awards in 2021, we completed the processes and audits this year and became SkyTrax 5 Star Airport. At the Global CX Awards, we were deemed worthy of the Overall Winner and 3 gold and 1 bronze awards, as well as the Airport Award with the Best Brand Mix in retail, in the Child and Family Friendly categories. Of course, our awards are not limited to these. It will be quite difficult to list them all here now, but we are proud that we were selected as Europe's Most Preferred Airport by Eurocontrol, in addition to the gold awards in the Customer Experience Awards in Global Turkey, in addition to being selected as the Best Airport and Most Accessible Airport in ACI. we saw it once again.”
Contact: Simru Delen İpek
Title: Head of Digital and Marketing
Country: TURKEY
Award category: Curious Thinker
Tell us how you are inspired by the work you do?
IGA is a new generation airport with a deep Customer and Traveler experience. This allows us to collect various and large data. Working with SAS solutions inspires us on how to transfer complex data to act on real-time with the right offer at the right time to the right person on digital channels
How has SAS played a part in your journey?
As an airport, we are committed to providing passengers with an experience that exceeds their expectations. For this purpose, we have established a solid foundation from the beginning, designed the spatial layout, and integrated technological elements within the space. Additionally, we have developed specialized solutions for different segments and supported them with digital solutions. However, in order to achieve our vision of a mobile-centric digital customer journey, we were aware of the necessity to develop an approach that addresses each passenger individually and caters to their needs at a micro level.
In this context, we have transitioned to the phase of micro needs management and automation, where we analyze passengers' behavioral, transactional, and declarative data to provide personalized solutions. Here, SAS has come into play as our solution partner.
With SAS, we developed VOC models based on customer data from different sources and offered personalized journeys and targeted them in real-time. In our new app launch we are offering our customers a 1 to 1 personalized experience executed with SAS solutions.
Although our app provides reactive features that are advantageous for passengers, SAS enhances the overall experience by introducing proactive solutions across three key areas: personalization, behavioral recommendations, and tailored solutions based on segments and specific needs.
What products do you use and how do you use them?
VIYA, ID, ESP and CI360 Digital are used. In 360 orchestration perspective, we are managing all digital channels on SAS CI360. Not only have channel orchestration processes improved but also, managing them in a single platform has decreased our operational effort. Finally, merged with VIYA cap.
What is your greatest lesson learned that you'd like to share with others?
In order to become a brand that recognizes its customers and interacts accordingly, it is necessary to establish both analytical and omni-channel management functionalities.
