The Benefits of Digitalisation for Customer Journeys. Based on an Example in the Airline Industry

      Аннотация: Customer journeys and the AIDA model, as a backbone for the research question that is a fundament, but does not stand in the foreground, is defined to realise the importance of managing customer touchpoints and its moment of truth. Digitalisation of customer journeys represents one core element of the new world and yields a significant funding benefit. Customer journeys in the old and the new world are compared through background information and different viewpoints of airlines which show a paradigm shift from product-oriented to customer-oriented strategy. The transformation of customer journeys in the airline industry from old world to new world is a huge impact which highlights new opportunities, relevant challenges and trends, as well as change requirements for the airline companies. In general, to remain competitive this industry has to adapt modern features, as well to be competitive to the low-cost carriers. More specially this research aims to show to what extent customer journeys play a role for the airline industry in choosing between the old and the new world.

Ключевые слова: airline industry, digitalisation, Customer Journeys, AIDA Model, Transformation, Customer Touchpoint Management, business opportunities, Change Requirements, Changing Competitive Structure, Trends and Challenges, Old World, New World, management methodology