In this episode of the Sitecore Water Cooler, we’re joined by two special guests to discuss a unique and innovative project. United Airlines is undergoing a significant digital transformation, leveraging Sitecore for its digital signage needs. Charlie Hong, Product Owner for Digital Signage at United Airlines, oversees the implementation of the Sitecore-powered displays across various touchpoints, enhancing both customer and employee experiences. Joining the discussion is Rick Bauer, Director of Customer Transformation at Sitecore, who has been instrumental in guiding United Airlines through its Sitecore journey. Together, they highlight the innovative strides being made and the exciting developments planned.
Charlie Hong’s Sitecore MVP Journey
Charlie Hong’s experience as a newly appointed Sitecore MVP has been highly rewarding. He has gained valuable insights into product advancements, especially with Sitecore XM Cloud, and has connected with a global network of professionals. The MVP status has granted him early access to new features and tools, enhancing his ability to contribute meaningfully to his team at United Airlines. This exposure has been instrumental in guiding the migration to XM Cloud and has enriched his understanding and communication about Sitecore’s evolving capabilities.
Charlie Hong’s Multifaceted Role with Sitecore
Charlie has dedicated six of his seven years at United Airlines to working with Sitecore. Initially, he spearheaded the development of a digital platform for policies and procedures, transitioning from outdated paper methods to a user-friendly search system. This innovation streamlined access to essential information for employees. His extensive experience with Sitecore extends beyond this project, showcasing his expertise in implementing and optimizing Sitecore solutions across various facets of the company. His role includes guiding significant migrations, such as to Sitecore XM Cloud, enhancing the overall efficiency and effectiveness of Sitecore implementations at United Airlines.
How Does United Airlines Utilize Sitecore Technology?
United Airlines leverages Sitecore Personalize and the Customer Data Platform (CDP) to enhance the digital signage. For instance, they implemented Spanish translations for flight information and communications, targeting flights to Spanish-speaking destinations. Additionally, CDP and Personalize are used to update gate displays with new information about aircraft features, such as bin space, and to offer free gate-checking for excess luggage. These tools allow for real-time, contextually relevant updates, significantly improving the travel experience for passengers.
How Does United Airlines Measures the Effectiveness of its Digital Signage?
United Airlines measures the effectiveness of its digital signage through various methods. They conduct post-flight surveys to assess customer satisfaction, such as evaluating the impact of Spanish translations on both English and Spanish-speaking passengers. Feedback from frontline employees is also crucial, as they provide insights and ideas based on their daily experiences. These metrics ensure that the signage enhances both customer experience and operational efficiency. Additionally, recent coverage in magazines and newspapers highlights the positive impact of these digital initiatives on travelers' lives.
Upcoming Digital Signage Innovations for 2024
United Airlines is introducing exciting updates to their digital signage. Planned advancements include expanding Spanish translations to non-traditional routes and implementing irregular operation signage to assist passengers during delays or cancellations with real-time updates and self-service options via the app. Additionally, signage will be enhanced at airports, including curbside displays and a 20-ft LED wall at its headquarters for employee communications. Digital signs will also support marketing initiatives, such as promoting new routes. These innovations aim to improve customer experience and streamline information delivery both in and outside the airport.
Why Did United Airlines Migrate to Sitecore XM Cloud?
United Airlines chose to migrate to Sitecore XM Cloud to eliminate future upgrade challenges and leverage advanced features available in the SaaS solution. Key benefits include avoiding the costs and complexities associated with on-premise upgrades, enjoying enhanced functionality, and future-proofing their technology. XM Cloud also offers improved speed, more frequent updates, and expanded editing capabilities. This migration supports United’s digital signage expansion and ensures a seamless transition across their extensive network of 1,500 displays in the U.S. The move aligns with their goal to streamline operations and enhance customer and employee experiences.
How United Airlines Enhances Travel Experiences with Innovative Technology
United Airlines stands out with its innovative approach to digital signage by prioritizing extensive personalization and multilingual support. Unlike many competitors, United integrates comprehensive Spanish translations into its signage, ensuring clear and accessible communication for Spanish-speaking passengers. This innovation enhances the travel experience by providing crucial information, such as flight delays, directly in the passenger’s native language, reducing reliance on agents and eliminating language barriers. This focus on personalization and customer convenience sets United apart, reflecting a deep commitment to improving the travel experience and distinguishing itself in the competitive airline industry.
New Innovations Incorporated into United Airlines’ Digital Signage
Recent innovations in travel focus on enhancing the overall journey with seamless integration of technology and clear communication. For instance, United Airlines excels in providing an end-to-end experience where digital signage and app updates create a cohesive travel experience. Travelers benefit from streamlined processes for checking bags, receiving real-time updates, and accessing clear, concise information at gates. This approach eliminates stress and confusion, balancing simplicity with necessary details. Such innovations ensure a more enjoyable and efficient travel experience, making it easier for passengers to navigate their journey with confidence and ease.
Continuously Evolving United Airlines’ Digital Strategy
United Airlines’ digital strategy is evolving with a strong focus on personalization, customer experience, and innovative technology. Key initiatives include enhancing digital signage with multi-language support, integrating Sitecore XM Cloud for advanced content management, and improving operational efficiency with real-time updates. Future developments will continue to emphasize customer convenience, with planned expansions in language options and self-service features during delays. Sitecore's role in this transformation is pivotal, providing scalable solutions that support these innovations and ensure a seamless travel experience. The integration of these technologies position United Airlines as a leader in digital travel solutions.
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Connect with:
- The Sitecore Water Cooler: Americaneagle.com // Twitter // Instagram // Facebook
- Jon Price: LinkedIn // Twitter
- Charlie Hong: LinkedIn
- Rick Bauer: LinkedIn
Resources:
- United Airlines builds better airport experiences with Sitecore
- United Airlines Project by Americaneagle.com
- Leading airline redefines personalized travel by Sitecore
- Sitecore and Americaneagle.com chart United Airlines’ path to personalization
- Exciting announcements just kept on coming at Sitecore DX 2023 Minneapolis
- Sitecore Consulting & Web Development
This podcast is brought to you by Americaneagle.com Studios.
About: For years, ‘water cooler talk’ has been a natural way for people in the workplace to come together and connect on common interest topics in what would otherwise be a formal environment; it boosts morale, improves culture and gets the creative juices flowing! Some of the best workplace ideas and conversations happen through face-to-face conversations around the ‘water cooler,’ so just as the name implies, The Sitecore Water Cooler podcast is a casual conversation between colleagues and peers centered around all things Sitecore. This podcast is an outlet for various Sitecore experts within the Sitecore community to have a meaningful discussion around the latest with Sitecore products, every day topics, challenges and successes associated with this top-of-line digital experience platform. Each podcast episode will range in topic, but will be geared towards quick-hitting initiatives that affect how business is done today. Whether you’re a new Sitecore user, a Sitecore MVP, or just someone who wants to learn more about Sitecore technology and capabilities, then meet us at the watercooler!
