Etihad Airways opens wings to a multi-mn dollar deal

Cognizant joins to operationalise a digital ecosystem, enabling multi-channel distribution, customer persona segmentation

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Pratima Harigunani
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INDIA: Etihad Airways, the national airline of the United Arab Emirates, and Cognizant have announced a strategic agreement to drive digital transformation across the airline and its equity partners.

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Under the three-year, multi-million dollar deal, Cognizant will help Etihad Airways define its digital strategy and reimagine the guest experience along a guest’s travel journey across the group. By bringing together its digital strategy, technology, industry and experiential design expertise, Cognizant will conduct a comprehensive study of Etihad Airways’ current business and technology footprint to outline and operationalise a best-in-class digital ecosystem, enabling multi-channel distribution, customer persona segmentation and personalised marketing techniques, explains an announcement.

Through data and customer insights, Cognizant is said to enable Etihad Airways, and subsequently its equity partners, to better understand the needs of their guests and provide them with customised offerings, tailored travel solutions, and enhanced experiences throughout their journey. As part of the engagement, Cognizant will manage Etihad Airways’ existing web applications and portals and integrate them into the new digital platform. A new Digital Centre of Excellence will be established to drive innovation with the airline’s key technology partners.

Peter Baumgartner, Etihad Airways’ Chief Commercial Officer, said: “Our partnership with Cognizant will help us define a superior digital experience roadmap that enhances the customer journey from planning to booking, in the airport and on the plane, and improve guest loyalty by attracting and engaging with guests in new and innovative ways.”

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Robert Webb, Etihad Airways’ Chief Information and Technology Officer, said: “This partnership is core to our technology and innovation strategy, which will empower us and our equity partners to redefine an exceptional digital guest experience that matches our remarkable inflight and on-ground experience. We chose Cognizant because of its leadership in digital transformation programmes, deep travel and hospitality industry experience, and long-term partnerships with digital technology leaders.”

Francisco D’Souza, Chief Executive Officer, Cognizant, said: “This engagement marks the coming together of two pioneering organisations whose growth strategy is underpinned by digital innovation. The Cognizant Digital Works team looks forward to helping Etihad Airways and its equity partners deliver control, simplicity and transparency to the modern connected traveller.”

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