Star Alliance launches Digital Services Platform to facilitate its customers
The alliance stated that the longer-term objective of the platform is to "allow customers to use any member airline's website or mobile application to obtain all the information they need for travel on several Star Alliance member airlines."Moreover, DSP can amass data provided by an individual member airline or third-party source and make it available to all members, enabling them to build it into their own customer-facing digital applications.
Jeffrey Goh, Star Alliance CEO said, Most frequent travellers have a 'home airline' in our network and would prefer to control their entire travel experience through a single app or website, We are therefore working to create central capabilities that can be shared for use by our individual members."
Furthermore, to assist developers and implement DSP, Accenture is supporting Star Alliance with on-going work to identify customer pain points and expectations. As part of DSP development, Accenture incorporated design thinking methodology that draws upon logic, imagination, intuition and systemic reasoning to explore possibilities of what could be and create desired outcomes benefitting the end user.
Robert Zippel, who leads technology consulting within Accenture's Travel industry practice expressed, "A seamless travel experience for airline customers depends on an airline's ability to participate in a broader travel ecosystem spanning the whole spectrum of the aviation, travel and tourism industry." "Airlines need to embrace collaboration with their alliance member carriers and associated ecosystems to orchestrate a greater understanding of a traveller's fast-changing requirements By offering real-time data exchange and standardised applications to improve a customer's travel experience for multiple carrier journeys and beyond, the Star Alliance DSP is a great example of a system that enables this kind of collaboration," he further added.
The alliance also said that DSP was part of a wider strategy to "place the customer at the centre of its activities." For instance, by the end of this year member carrier, FFO websites will allow customers to check flight availability and book redemption seats online for flights operated by all 28 Star Alliance member airlines.