Amardeep Singh Jassal EMBA Student (2011-2012) EIILM

Service Industry: Characterstics

 Intangible product  An asset that is not physical in nature  Produced & consumed at same time  Often unique  High customer interaction  Often knowledge-based  Frequently dispersed

Introduction on Service
 Providing the most satisfying service to the customers  Service Sector example are:
Hotels Hospital Airlines Insurance Banking Finance

 Managers put lot of efforts in a service industry to create a distinctive service to remain competitive in the Market.

Principles of distinctive service

 Five principles of distinctive service:
Listen, Understand and Respond to the customers Define a Superior Service and establish a Service Strategy Set standards and measure the performance Select, Train and Empower the employees to work for the customers Recognize and reward the accomplishments.

What is MIS?
MIS refers broadly to a computer-based system that provides managers with the tools for organizing, evaluating and efficiently running their departments.

WHAT IS MIS?
      Right Information To the right person At the right place At the right time In the right form At the right cost

MIS Application in Airlines

Airline services
 Airline service main objective is to move peoples and goods from one part of the world to other location, safely and in time.  People look for good service from airline industry. Few are listed below :
Scheduling of flights Convenience of traveling Cost Comfort Food quality Hostility and treatment by the staff Facilities at the airport.

Functions - Airline
Airline

1984-1994 T/Maker Co.

Marketing

Operations

Finance/ Accounting

Flight Operations

Ground Support

Facility Maintenance

Catering

MIS for Airline service

Passengers Database  Airline service MIS must be designed so that it supports for collecting all types of information.  They may want to revise the schedules of the flight, which suits the passengers needs.  Some-times it needs to discover service package for particular group of passengers. It requires passengers profile to be built up.

MIS for Airline service

 To satisfy all these needs following data is important to be handled :
Name, Contact number and address Type, Class and purpose of travel Destination and duration of stay Food habits (Veg, Non-Veg etc.) Language and communications needs Service expectation (Before and after journey)

Scope
The scope of this is to implement MIS Application, which will concentrate on developing a Customer-Centric EBusiness (CCEB) System Model for the Airline Industry. Objectives:  To define the value added process of customer requirements.  To provide information for Civil Aviation Administration, Airline managers, and Airline employees for decision making about application of an e-business model to Airlines industry.  To develop an e-business framework that is aimed to create better customer relationships, and thus assist Airlines to achieve competitive advantages.

Typical Current MIS models used by Airlines

New Customer-Centric Business Model

Model Design
Model design includes:  System analysis and concept design.  Design CCEB process.  Detail design  Analyze data and test.  Validate and simulate model.

Business Strategy Model - Airline Industry

Scheduled Passengers PRODUCT/SERVICES Charter Cargo Services MARKETS
Europe North American Mail Air Express

Asian

Latin American

ROUTES AND ROUTE STRUCTURE Short Haul Hub and Spoke .

Long Haul

Point to Point

FARE STRATEGY Low Fare

Premium Fare

COMPANY STRUCTURE

Independent

Alliances

INFORMATION SYSTEMS FOCUS

Passengers Operations Logistics Business

Airline Industry Value Chain

FIRM INFRASTRUCTURE HUMAN RESOURCE MANAGEMENT TECHNOLOGY DEVELOPMENT

-Financial Policy - Accounting Regulatory Compliance Legal - Community Affairs Flight, route and yield analyst training Pilot Training Baggage Handling Safety Training Training Agent Training In-flight Training

Product Computer Reservation System, In-flight System Baggage Tracking Development Flight Scheduling System, Yield Management System System Market Research Information Technology Communications
Route Selection Passenger Service System Yield Management System (Pricing) Fuel Flight Scheduling Crew Scheduling Facilities Planning Aircraft Acquisition Ticket Counter Operations Gate Operations Aircraft Operations On-board Service Baggage Handling Ticket Offices Baggage System Flight Connections Rental Car and Hotel Reservation System Promotion Advertising Advantage Program Travel Agent Programs Group Sales Lost Baggage Service Complaint Follow-up

PROCUREMENT

INBOUND LOGISTICS

OPERATIONS

OUTBOUND LOGISTICS

MARKETING AND SALES

SERVICE

Designing GUI of Airline System

Designing MIS Process Flow

Benefits of MIS Implementation

 Online/immediate/24-hour availability, directly connect buyers and sellers  Can be updated in real-time, therefore always up-to-date  Reduce costs  Increase productivity  Improve level of customer service  Strengthen customer relationships  Enhance business intelligence  Increase direct sales of products or services

Conclusion
The success of airline applications and the communications, data, and control afforded by the MIS are exceptional. The development of the information economy is as much about strategy as it is about technology. MIS is not just another medium or a distribution channel to reach customers. It is an important medium to find new customers and continue relationships with current customers. It is almost impossible for business and consumers to ignore this new technology.