AVIANCA
below the company ’ s CEO , which has resulted in empowerment of decisionmakers and a clear , horizontal vision of the company ’ s structure .
Afterwards , steps to be taken into updating the airline ’ s procedures and those that would become standards for regular operation were defined and segmented , creating new structures , new processes and taking advantage of strategic partnerships and the benefits these provided , opting primarily for digital processes that positioned travellers at the centre , as well as those able to increase productivity of the human team .
“ The digital transformation subject is not relevant for being digital , but rather for the transformation it brings . The digital aspect is the most efficient way in our times . We see ourselves as a digital company transforming our clients ’ experience . We cannot do this just by ourselves ; we go hand in hand with our strategic partners , optimising our whole environment and deploying solutions able to improve user ’ s experience ,” Aldana adds .
Santiago Aldana Sanín
Senior VP , CDO and CTO at Avianca Holdings
Traveler-centered company To focus efforts into improving the traveler ’ s experience , a new cutting-edge CRM is being deployed with Microsoft ’ s help , integrating big data , analytics and predictive modelling , evolving into a consistent , fast , flexible and more customised user experience . These traits are also the focus of the company ’ s new approach toward digital and web marketing , achieved through its partnership with Accenture and Adobe , crucial in creating a
412 March 2018