Databases Reference
In-Depth Information
Dial's choice to compete based on technology meant that the IT systems had to be
cutting edge, nimble and flexible. The technical considerations include:
•
Need for high reliability and accurate information: constant data collection and
integration that needs to be performed with minimal down-time.
•
Fast response time (internal target of 95 % of the calls to be addressed in less
than 60 seconds). This requires that the Information Retrieval Officers (IROs)
comprehend the customer query, identify relevant information, and retrieve and
communicate information back to the customer in less than 60 seconds.
•
Guaranteed and almost instantaneous SMS (short messaging service) response
to user queries requiring superior gateway integration with telecommunication
service providers.
•
Manage large amount of data: information maintained for four million customers
and constantly growing.
•
Instantaneous data extraction needing superior search engine capabilities.
•
Integration of multiple channels such as phone, web, SMS and WAP.
10.3.3 Case Study: Travel Portal
Cleartrip (
www.cleartrip.com
)
is a leading Online Travel Agency (OTA) in India.
The range of products offered by Cleartrip include search and booking reservation
for domestic and international flights, hotels, holiday packages, mobile travel ser-
vices, global destination guides along with “24
7” customer services.
The OTA industry in India is a high growth industry with an increasing number
of travelers preferring to use the Internet for planning and booking their business
and leisure travel. While the market is concentrated, with the top three (which in-
cludes Cleartrip) occupying a bulk of the market share; it is also subject to intense
competition and attracts new firms, including large international players. In addi-
tion, competition is also provided by airline carriers who operate their own online
ticketing websites. The customers of the OTAs comprise the section of society with
access to internet and credit cards, and willing to shop online. Given the low switch-
ing costs, intense competition and availability of alternative channels; providing a
favorable customer experience is of the highest priority for OTAs.
Cleartrip's strategy of providing a superior customer service is captured in their
objective of “making travel simple”. Their approach to implementing this is through
“simple, comprehensive, reliable and responsible” services. Information technol-
ogy is core to the functioning of an OTA, and plays a strategic role in achieving its
objectives. Simplicity is provided through an easy and efficient search mechanism
coupled with simple and efficient booking procedures. Cleartrip are market lead-
ers in launching innovative solutions aimed at making online reservations simple,
such as the single page view for both onward and return travel; a simple “search,
book, go” look-and-feel approach as against a more traditional OTA look adopted
by its competitors; and single string search through the “smallworld” applica-
tion. The Cleartrip platform is integrated with several supplier systems including
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