Session: The personalization of travel: Connecting human and digital experience through data and machine learning
In this session I will introduce you to some examples how we apply customer scorings in digital and human interactions at Lufthansa Group, to empower staff and ensure relevance of all interactions along the whole customer journey.
As one of the biggest airline companies, we interact with customers on digital, physical and human touchpoints. With a growing portfolio of products that provide various options to choose from, customers deserve relevant information tailored to their personal needs. While providing recommendations based on machine-learning models is well-established on digital touchpoints, we believe the true difference for customers loyalty can be made by connecting and orchestrating the digital, human and physical experience and ensuring a relevant and personalized experience across them all.
- Airline customer experience is shaped by digital, human and physical interactions
- Data and modeling make a difference in improving customer interactions on all touchpoints
- Applying Customer Scores in human interactions creates a connected customer experience
- Bringing together stream-aligned team and complicated subsystem teams paves the way to reaching the shared goals of relevance, loyalization and upselling across the whole travel experience
Jasmin is responsible for the personalization of the Lufthansa Group’s customers experience on digital, human and physical touchpoints. Jasmin combines data-drivenness, analytics, machine learning and human behaviour based on her background in psychological sciences to create a great customer experience. Jasmin has been with Lufthansa Group for five years, gaining experience in strategy, digital sales and personalization. Within the last year Jasmin has supported the build-up of the Lufthansa Group Digital Hangar that brings various previous departments and diverse roles together into a product-centric collaboration model to efficiently develop customer-centric products, experiences and services.