Let’s collaborate!

BECAUSE of the complex
nature of the aviation
industry and because
different sectors have been
working in silos, the industry
has stagnated instead of
innovating to meet new
challenges and respond to
disrupters. This was one of
the key insights raised at this
year’s Barsa Summit and also
the basis for the call from
Fundi Sithebe, Acsa coo, for
the creation of an ‘innovation
hub’.
Fundi said industry players –
airlines, agents, tech providers
and so on – should come
together under one roof to
address the needs of the
industry. This suggestion was
noted as a key outcome from
the day’s events. “Our maturity
levels around innovation are
varied, which holds us back,”
Fundi said. Collaboration
across large and small
business, government, private
sector and regulatory bodies
would be a way to even this
out, said Fundi.
Customers are central
But to be productive, the
collaboration needs to be
inclusive. Ceo of fastjet,
Nico Bezuidenhout, said if the
consumer was not included in
conversations, the discussions
would be worth very little. “We
may collaborate with each
other but end up doing the
wrong thing for the consumer.”
He added: “Ultimately, our goal
should be to remain within
the central circle of what the
consumer wants.”
Indeed, a key focus
area for airlines must be
managing the expectations
of customers, said Matthys
Serfontein, president of Air
Travel Solutions at SITA.
“Passengers today have
a different idea of what
constitutes good service
compared with 20 years ago.”
Today, the demand is for
efficient and reliable service,
thanks to the immediate
responses technology has
created. Collaboration across
all levels – technology, service
and innovation – will form a
basis for producing improved
customer experience.