American Airlines AAdvantage®:Insights from the Siebel Loyalty Journey

Sundar Swaminathan, OracleLisa Welch, American AirlinesRob Morris, American AirlinesTom Woodson, Cognizant

September 29, 2014

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Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |

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Program Agenda

Industry Perspective and Oracle Solution Overview

AAdvantage: Business Viewpoint

The Siebel Loyalty Journey: Project Overview

The Siebel Loyalty Journey: Drivers for Success

Q&A

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5

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |

The Airline Industry Is In The Midst of a Transformation

• Industry consolidation and global expansion

• Move to new aircraft (A380, B787, 737MAX)

• Unbundling of the travel product

• New distribution models

• Mobility everywhere

• Focus on customer experience

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |

Loyalty Programs Are Transforming As Well

• Cost Centers -> Profit Centers

• Miles -> Points

• Co-branded credit cards

• Higher Prices Higher Accruals

• Variable Redemptions

• No blackout dates or space limits

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |

Customer Experience and Loyalty

• LEARN

• ENGAGE

•RETAIN

Loyalty Programs Offer A Framework to Drive The Customer Experience

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Siebel Loyalty provides key insights on AAdvantage members: status, preferences, loyalty transactions

Marketing Cloud and Siebel Loyalty enable targeted campaigns and improved marketing ROI

Sales Cloud leverages customer/corporate analytics to drive corporate and alliance sales

Social Cloud enables monitoring of customer sentiment and increased engagement across the travel lifecycle

Service Cloud and Siebel Loyalty enable personalized customer service

Powering Next Generation CX with Siebel LoyaltyEnabling personalized experiences through the travel lifecycle

Customer View

Name, Address, PreferencesLoyalty Transactions

Loyalty Insights

CX HubPSS Data

BigData

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |

The AAdvantage Story

• The industry’s first loyalty program

• Needed to upgrade aging loyalty platform

• Multi-year multi-enterprise initiative – successfully delivered

• Largest implementation of Siebel Loyalty

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |

Program Agenda

Industry Perspective and Oracle Solution Overview

AAdvantage: Business Viewpoint

The Siebel Loyalty Journey: Project Overview

The Siebel Loyalty Journey: Drivers for Success

Q&A

1

2

3

4

5