Qantas fast evolving into a digital business, says CTO

Author: George Nott (CIO) / Source: CIO

Qantas is fast evolving to become a digital business, in response to how customers interact with the brand, the airline’s chief technology officer Rob James said today.

“If you think about it from a customer’s perspective most of their touchpoints with Qantas the brand is through digital channels. It’s only once you finally get to the airport and you experience a lounge or you get on an aircraft that you experience a physical touchpoint,” James told an audience at the Gartner Symposium/ITxpo on the Gold Coast.

“For the most part you’re not walking into a travel agent anymore to book a ticket, you’re doing it online. You’re preparing a lot of things online or through mobile devices. You’re managing your relationship with the brand online. So we are very fast becoming a digital business,” he said.

1. ames, who has been in the role since August said customer facing technologies were a priority for the national carrier, and were considered a point of competitive advantage.”There is going to always be technology that just runs your business, and they’ll be parts of that technology stack that aren’t a differentiator. It might be how you manage your workforce, your fleet, your assets or your finances,” he said as part of an Avenade hosted panel discussion.

   “But the areas we see that are differentiators are your customer touch points. How you reach out to your customer, how you provide services to the customer,”…

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