Digital Communication and Customer Mapping

This assignment provides an in-depth analysis of digital communication and customer mapping techniques. It covers various topics such as automatic check-in and facilitation of property-related services, primary care and specialty providers, and how to build the right digital enterprise for payoff and monetization. The assignment also discusses visible light communications for 5G wireless networking systems and customer behavior, including mapping, retention, and social media marketing. It provides a detailed process for controlling mobile devices in a moving vehicle and explores the importance of tools for planning. The assignment is suitable for students looking to understand digital communication and customer mapping techniques.

DRIVING DIGITAL
EXPERIENCE

Executive Summary
Sri Lankan Airlines is known to be the largest National Carrier in Sri Lanka and known
to be one of the established aviation firm. With rise in the trend of Mobile Communication, it is
seemed to be an opportunity for earning a great profit and hence various strategies are implied in
order to reach a large amount of audiences
In this report it has been included that mobile communication has been very important
aspect for Sri Lankan Airlines which has proved to be a boon and a source for making the
strategies for targeting customers in order to increase the base of consumers for financial
stability. In all the tasks it has been covered that all the internal and external sources of
customer data such surveys, polls, online data that has been collected and the associated
customer insight research techniques like observing User Groups, using data analytics etc. Also
the development of persona is very important that represents every type of customers and their
associated needs and requirements which is beneficial for making effective strategies.
Effectiveness of online and offline touchpoints has been discussed with the journey of the
customer which is necessary to be mapped. Various Recommendation has been provided for
improving the strategies for targeting the mobile communications and with that the key
performance indicators has covered with their advantages associated.

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
A. Summary of Organisation .................................................................................................1
1.1 Organisation summary...............................................................................................................1
1.1.1 Organisation Name .......................................................................................................1
1.1.2 Type of Organisation.....................................................................................................2
1.1.3 Size of Organisation......................................................................................................2
1.1.4 Product and Services.....................................................................................................2
1.1.5 Customer Base...............................................................................................................2
1.1.6 Competitors...................................................................................................................2
1.1.7 Digital Activeness.........................................................................................................3
B. internal and external sources of customer data and the associated customer insight research
techniques...............................................................................................................................3
C. Development of Personas for the organisation’s top two key customer segments...........5
TASK 2............................................................................................................................................8
A. effectiveness of online and offline touchpoints ................................................................8
B. trends and innovation in digital experience, with a particular focus on mobile
communications. ..................................................................................................................11
C. Recommendation for best practice methods for monitoring customer insights.............13
in relation to mobile communications.................................................................................13
TASK 3..........................................................................................................................................15
A. Recommendation for strategic options...........................................................................15
B. plan to implement recommended strategic option...........................................................17
C. the tools and methods to measure the outcome of the plan.............................................19
CONCLUSION..............................................................................................................................24
REFERENCES..............................................................................................................................25

INTRODUCTION
Customer in every industry is the basic motivating source which act as a foundation for
making particular product which can satisfied needs, wants and desires of a consumer in a
market. But with the aspect of digitalisation, there are many reforms which has been introduced
with its commencement. Now every individual can experience the privilege of being a
company's consumer in transformed way (Casto and et. al.,2015). With digital technology,
access to every firm has become much easier and direct. Most of the companies in airline
industries are focusing on providing digital experience to every potential customer who is
willing to consume their services for several reasons.
Also, many air transportation organisation has introduced web based online sites and
mobile base applications so that it becomes easier for every customer to avail every services with
less efforts which would definitely provide them a satisfactory level that is considered as an
essential goal of every firm in order to sustain in particular market (Little and Kirkup,
BlackBerry , 2017). In this report, there are many aspects which is been covered such as external
and internal sources of data and many research techniques for creating customer insight for the
persona development and two segments of customer which has lead to increase the usage of
mobile communication in a market.
TASK 1
A. Summary of Organisation
Customer online behaviour, associated with the increase
focus on the use of mobile communication
To -Senior Management team, Srilankan
Airlines
1.1 Organisation summary
1.1.1 Organisation Name
SriLankan Airlines (IATA two letter code UL)
Revenue LKR 135,563.23Mn
Net Loss for Year LKR.28,339.51Mn
Total Assets LKR.55,413.77Mn
Passenger Carried 12,455.05
Passenger Load Factor 79.80%
Average Strength 8,029
FINANCIAL
TRAFFIC
STAFF

1.1.2 Type of Organisation
Sri Lankan Airlines was launched in 1979, being Sri Lanka’s National carrier, it is an award-
winning airline with a solid reputation for services, comfort, safety and punctuality. The
Airline’s hub is at Bandaranaike International Airport in Colombo, Providing convenient
connection to its global route network of 103 destinations in 48 countries. (Source. Company
website)
1.1.3 Size of Organisation
During the year under review, Group’s revenue increased by 4.8% which is to LKR
138,563million. The main reason for the increase is attributable to many factors and the most
significant growth recorded from air terminals and other services (Swails, 2018). The growth in
the number of passenger carried, even though at lower yield in USD terms, improved group
revenue. (Source. Annual report 2017)
1.1.4 Product and Services
With the wide range of product and services available under the organisation, Mostly Sri Lankan
Airline passenger services, Sri Lankan cargo, Sri Lankan Catering and Sri Lankan Duty free
contributes major potion to group revenue (Maeda and et.al., 2015). Below are the other product
ranges and services,
1.1.5 Customer Base
The main three customer segments of Sri Lankan
airlines are Business travellers, Leisure travellers
and Direct customers whom which contributes 45%
to 30% and 25% to its revenue respectively. Also
using a fleet of narrow and wide-body Airbus
aircraft, Sri Lankan Airlines operates a network of regional services within Asia and the
Subcontinents, as well as services to the Middle East and Europe. (Source. Annual report 2017)
1.1.6 Competitors
With the increase of capacity by incorporating wider body aircraft, and frequency of services,
and level of service provided by other Airlines in the market like Emirates, Qatar Airways,
Etihad, Fly Dubai, China Eastern, Kuwait Airways, Malindo Airways, Singapore Airlines, Thai
Airways and Air India, Sri Lankan airlines is facing a stiff rivalry. In Addition, Several Airlines
Region 2016 2017
North and south America 2.40% 3.10%
Middle east 16.80% 17%
Europe and Africa 20% 14.10%
Asia 32.60% 34.70%
Sri Lanka 26.60% 30.20%
South west pacific 1.60% 0.90%

commenced operating services in to Sri Lanka including KLM, Gulf Air, Himalayas Airlines,
Ukraine International Airlines and Thomson Airways. Overall other airline capacity operating
into Sri Lanka recorded an 11% growth. (Source. Annual report 2017)
1.1.7 Digital Activeness
Sri Lankan Airline have 570k followers on FB 28.5k on Instagram 8.1k YouTube 56.5k Twitter
4.3k LinkedIn
B. internal and external sources of customer data and the associated customer insight research
techniques
Data is necessary for providing various kind of information which is being required for
any particular research. For the air transportation companies it is very necessary to build up
several techniques for creating customer insight. As with lots of competition in industry every
firm focuses on attracting more customers to avail their services in different manner. The sources
of data can be internal as well as external. The internal data is collected within the organisation
itself through various specialist which are being appointed for data analytics that provides
enormous information regarding every aspect.
Another source for procuring the data can be external sources which can be further
divided into primary as well as secondary data (Akaiwa, 2015). Primary sources of data can be
collected through direct polls and surveys which can be facilitated through questionnaire and
secondary sources for data collection can be journals, books and online sites which provides data
for implementing particular technique for attracting more customer to access their online sites
through electronic devices specially through mobiles.
These sources are discussed as below:
In house- There are various logs of past data which is analysed by many specialist in order to
understand the trend of consistency which is being followed in a particular series of a year. This
helps the company to make various strategies for future by performing statistical analysis of the
pattern of particular segment of data.
Customer Survey- Customer survey plays an effective role to collect various kind of data
directly from potential buyers in a market. This is facilitated by the formation of questionnaire
which is been filled by them and information is interpreted from collected data in order to form a
particular conclusion.

Social Media Data- As with the application of
social media techniques in order to promote
particular firm it is very important fro every
organisation to increase their followers so that they
can be recognised all around the world which is
very important to place themselves as in
international markets (Oertli and Williams,2016).
Therefore online surveys can be conducted and the
frequency of followers from various nations can be
mapped thorough various methods in order to know
which place around the world covers the maximum
followers and vice versa that would definitely help
to form strategies for promotion in order to attract
the customers from those places which have
showed least number of followers.
Polls- It is the most beneficial way in order to understand the direct and honest opinion of any
customer which is using their surveys or even interested to avail it in further future (Wu, Wang
and Youn, 2014). As it leads the company to know about their expectations and suggestions
which would definitely provide them to establish some effective tactics.
Their are various techniques which are being used for customer insight and has proved to
be very effective for increasing the base of potential customers who are now interested for
accessing their services through online medium (Romaire and et. al., 2014). But before
implementing any techniques it is very necessary to understand the online behaviour which
affects their decision which in turn influences company in many aspects. Some of the techniques
are discussed as below:
Establishing data analytics-As there is huge data present in this world and is having tendency
to get increased in coming years which would definitely result in maximisation of vagueness
and ambiguity of data which can distract the company from making impactful strategies which
would definitely provide many disadvantages to themselves. Hence, a team of data analytics is
hired so that one can quench out effective and vast data which can enlighten them for making
Illustration 1: Social Media Platforms
Source: Social Media Marketing

effective strategies for attracting more customer based on the analysis of their behaviour while
using online sources to avail the services (Han and et. al., 2015). According to the conclusion
which is made provides them an idea for improvisation of their online sites and mobile based
communication fro providing them a smooth experience.
Observing the user groups-Observing a particular sample can lead to provide an idea of the
whole population of customer which is using their services for the fulfilment of travelling
purpose. A user group is a selected segment of potential customer that is formed on the basis of
homogeneous behaviour and needs. It provides a company an idea regarding what are the
expectations while using the mobile applications and what problems they faced while using it.
Therefore it is very necessary to remove all technological bugs in order to provide them a good
experience while accessing the application for accomplishing certain aims (Alzahrani, Alalwan
and Sarrab, 2014). It helps the firm to make impactful strategies which can lead to attract more
customers thus providing benefits to them and leading to increase the base of customers which
would lead to provide a strong position in respective markets.
C. Development of Personas for the organisation’s top two key customer segments
There are two major segments of customers fro Sri Lankan Airlines which are basically
Business and Leisure travellers that constitutes about 45 and 30 percent among the totality of
consumers who are availing their services. It is very important for every organisation to develop
a persona which would lead them to provide a great experience and will be providing building up
of good reputation in air transportation industry. Persona is regarded as something which can be
concluded as virtual personality which is formed while delivering services to customer. It is very
important aspect of every service providing company (Tibbitts and et. al.,2016). It is the design
process which forms a visualisation of every services which is offered. One should know the
buyers who can definitely influence the perceptive of sales and leading to develop a detailed and
informative persona which facilitates them to form a powerful marketing plans.
There are many features of the customers behaviour which leads to take the decision
regarding the usage of services of any particular firm. They are needed to be tackled in different
manner by creating various segments of customers.
Business Travellers- This segment of travellers includes those individuals who travels
frequently for business purposes. So, their basic requirements would be associated with the aim
only. They requires effective transportation cost and can avail most luxurious services of the

airlines. They seek for all the comforts while travelling and focuses on the quality perspective
more. They are the segment which leads to generate a good revenue. Their behaviour can be very
complex and relative needs can be extra ordinary which makes them esteemed consumers which
requires more attention. Their webographic behaviour is very influential as the usage of
electronic devices vis maximum therefore they access the services through mobiles as it provides
them required services in less time. They psychographic aspect is very complex as they have a
formal personality even in travelling also (Ling, 2016). Their interest resides in those airlines
which are known for providing the luxurious comforts to travellers and needs an environment
which is light and relaxing so that they can continue their work immediately without any mental
distress. Therefore fro these travellers every airlines has made a different section where
luxurious services are provided along with the atmosphere which is light and relaxing so that
they does not get any stress while travelling. Also every services are instantly provided without
any late and every business traveller is provided special attention so that they get a good
experience with them. This to create an effective image in this segment which results in
providing them a competitive edge in the market.
Example of Persona for Business Traveller:
Enterprise Ed
 Vice president of Market operations
 Large Scale Company(200-1900) employees
 Market Team has about 20 members
 35, married
 Likes to write blogs and read books
Goals:
 To increase the sales of company's product
 Effective execution of campaign in a coordinative manner
Challenges
 To reach the clients across the world on time
 To bring up a stronger connectivity
 Maximise the customer base
Leisure Travellers- These are the segments of customers who travel in a spare time with the
purpose of getting entertained from their monotonous life schedules and also providing them a

chance for exploring the world. This segment is very price sensitive and seeks for those air
transportation services which provides an opportunity to travel in air by spending less amount
and availing services which can make their journey much comfortable. They seeks for
implementing those kinds of strategies which are suitable for every consumer who considers the
price first. These travellers are much influenced by several social media and gets attracted by
various schemes that are being provided for online customers (Burke and et. al., 2017.).
Therefore company seeks for making various promotional offers which are provided for this
segments such as special discounts on the first accessing of their services and also booking
tickets from the links of several social sites and earning points of loyalty on providing referrals
to friends and others. This is the best strategy in order to attract these travellers (Kim and et. al.,
2014). They constitute of second maximum population of customers in Sri Lankan Airlines.
Travelling is considered to be their hobby or interest which in turn considered as an essential part
of their lifestyle. They have a strong bargaining power as many other air transportation
companies are providing attracting packages of air travelling which has many suitable services
which can allure every customer on the basis of minimum price value (Cohen and Lotan, 2014).
Therefore it is very important to hold this segment so as to get many benefits which would be
possible through such kind of persona which is very fresh active fro them and also value their
price sensitive nature at the same time.
Example of Persona for Leisure Traveller:
Adventurous Avy
 Student of Commerce College
 25, single
 Loves to travel, photography
Goals:
 To explore the world
 To click incredible photographs
Challenges
 Travel expense
 Managing college and travel together

TASK 2
A. effectiveness of online and offline touchpoints
These are also regarded as online and offline touchpoints which are known to be business
facets that provides dealing with the aspect that how a company can communicates with all
customers in a market. They interfaces with numerous kind of individuals which can be
customers, shareholders and even employees. Most of the businesses focuses on maintaining
an effective relationship which is established with the help of product and services . There are
two types of touch points which are online as well as offline.
Online Contacts Points
These are considers as those
sources where customer can come in
contact with various product and services
of a particular firm through internet. These
can be advertisements banners which are
provided on websites, commercial videos,
results of search engines. Many businesses
provides the option for online accessing in
which they are required to login into their
accounts which are made for customers
for example in banks.
Offline Contacts Points
When the customers are encountering information regarding a particular business without
the help of any electronic devices and interacting with offline contact points of firm. For
example direct purchasing fro the salesman of the company or choosing any particular restaurant
at highway can be the example for offline contact points (Jaehyuk and Jeong, Samsung
Electronics Co Ltd, 2017). These can be considered as print medium advertisements, through
word of mouth and even phone calls can be considered as offline medium.
These are very important for acquisition and conversion of customers. As it helps to
influence the mind of every potential customers which is very necessary for increasing the sales
and maximising base of customers which is very important. The first and necessary requirement
of airline company is to set a benchmark which is regarded as a standard for measuring the
Illustration 2: Process for Customer Mapping
Source: Customer Mapping

service, product or practices in order to make in more modified against the competitors or the
leaders of industry. This leads to improve the standard of their services which is essential in
order to satisfy every consumer who is availing the services (Garland, 2018). This also leads to
influence the behaviour of other potential customers when they share their experiences with them
(Kim and et. al., 2014). The behaviour of a customer influences the company ans also the
formation of strategies in a market. The phases are described in the diagram.
Conversion and acquisitions of customers can be done by implementing following steps
in the particular scenario.
 Acknowledge the behavioural phases of a particular customer.
 Assign various goals which can be best suitable for every stage.
 Decides the strategy for implementing touchpoints which are effective for attracting
customers in a market.
 Ensure that customers are successfully achieving their goals with great ease.
 Providing any kind of recommendation which is suggested by any customer.
 Also, map the journey of a customer with their brand.
Customer mapping is very essential feature for helping several businesses for stepping
into the shoe of customer and also perceiving it through the view point of every customer. It aids
every business for gaining insights for several pain points of customers which are common. It
provides them an idea for improving the experience while availing the services of Sri Lankan
Illustration 3: Phases of Customer Behaviour
Source: Customer Behaviour

Airlines (Skilton, 2015). It leads to know that what are the expectations of customers and
the need which is regarded for completing a purchase. It provides a visual representation of all
the experience which customers experiences with the company while travelling through air. The
brand should have an image of delivering connected and seamless services to all their
consumers. It has lead to provide them an opportunity to make effective and efficient strategies
which are every important to provide them a competitive advantage for future which is a very
necessary in order to sustain in a market (Han and et. al., 2015). Therefore the customer mapping
provides an immense opportunity to develop and improvised their various aspects of a company
which is very important to create an impactful experience for every customer. It leads to provide
every factor which would be necessary to make their experience more happier and relaxing for
all the segments of customers who are travelling along with them by implementing effective
pricing strategies according to their price sensitive nature and also providing them such services
which makes their journey more comfortable so that next time whenever they travel, their first
choice should be them only.
Journey of Linda as a Leisure Traveller
 She gets a discount offer of ticket
price through a social platform
 Confirms from the office of Sri
Lankan Airlines and books ticket for a
journey
 Expects many luxurious services
during the journey(Moment of truth)
 But confirms as only discount was
provided for the seat not the
complementary services(Pain Point)
Journey of Nora as a Business Traveller
 Required an urgent booking at affordable price for instant journey
 Confirms with officials of the Airlines and successfully booked the tickets
Illustration 4: Persona Development
Source: How to Develop Personas

 Expected to reach before time without any delay (Moment of truth)
 But the flight gets delay by half an hour(Pain Point)
Benchmarking of one of the topmost airlines such
as Qatar Airways as they won Crystal Cabin Award
which is considered to be a benchmark for innovation
and creativity in the Aviation Industry as the award
focuses on the revolutionary concept of airline which
is a Business Class Seat and is patented for the
innovation which they have used for designing which
is completely commendable. They are known for best
cabin concept. Their business class seats 'Qsuite'
which are known for an unique concept converts the
cabin into the personalisation for the new level which
is definitely a quality standard.
B. trends and innovation in digital experience, with a particular focus on mobile
communications.
With the advancement in the digitalisation , digital technologies has been transformed
tremendously. It has created an immense impact on the campaigns of products or services,
journey of a customer and outcomes of a business. Now, the human efforts has been reduced and
use of electronic mediums has been increased effectively which has provided many benefits to
the organisation (Moore, 2014). Mobile communication is playing a great role in present
scenario as every individual has portable electronic devices which provides the various features
to get linked with the world which is considered as the best advantages of for every company in
order to provide promotional campaigns fro promoting their product and services. From single
cell phone, presently there are many other devices such as tablets, smart phones which has
internet facilities and as a digital technology every firm is focusing on digital marketing in which
social media techniques are on great usage. As with the increase in the social trend of using
various social media platforms that provides access to people around the world (Tibbitts and
Illustration 5: Logo of Qatar Airways
Source: Qatar Airways

Nabkel, Katasi, 2014). It has proved to be very advantageous for airlines company. They are
setting various promotional campaigns on the social sites which provides every customer across
the world about their various features and services which they provide to customers for
travelling and associated discounts and other benefits for every categories of travellers.
Now, there are smart watches which every Business traveller prefer to wear as it provides
them instant notification which makes their work more easier. Therefore many airline companies
use this features to notify them about various aspect while they are travelling with them and also
they can set schedule for their certain activities which is needed to be reminded by them in order
to provide them a source of assistant while travelling (Ragin, 2014). This makes their work
more easier while travelling and is liked by many Business persons.
Also, web based online sites are
providing easy access to every customer
which also provides online transfer of
money for booking or availing other
services. This eliminates the mediator who
used to charge high money for booking any
airline ticket. Therefore individuals now
prefer to use their laptops or tablets for
availing their services and also to track the
schedules of several flights and also other
features within no time and no involvement
of extra cash which was used to spend on
availing those services (Introduction to
Digital Communication,2018).
It has lead to establish direct communication with the customers which is completely
advantageous for them . They can collect feedback in order to know their experience with them
and their feedbacks are the source for gathering data regarding various kinds of researches which
is applied for improving their services in future in order to attract more customers and providing
them ore effective and efficient services.
Illustration 6: Process of Digital Technology
Sources: Digital Technology

With the implication of digital technology all the process have become more efficient and
has reduced the human effort which was required to accomplish every task in a manual manner.
It has lead to the simplification of every process which is being involved in the delivery of the
services that has lead to provide effective results in the business and made it to flourish in a
market in an impactful manner (Ling, 2016). All the services are delivered instantly with the
demand which has lead to provide a good co-ordination with the expectations of every traveller
who is availing their services.
Many airlines are using options of
chatbots that provides a facility to the
customer to directly chat with the software
of the airlines that act as a customer care
which serves them in various ways such as
helping them in various problems which
they are facing during the journey with them
or for getting suggestions according to their
requirements (Glaser and Strauss,2017). It is
the latest trend in innovation which is
mostly adopted by every aviation company.
C. Recommendation for best practice methods for monitoring customer insights
in relation to mobile communications.
There are mainly three trends which are leading to change the behaviour of the customer
which is shifting of a behaviour of a customer for both retailing and also business , dynamic
changing in the section of indirect and direct channels of sales and along with that the rise in
digital technologies. This is leading to increase the usage of online channels particular to search
and book with the use of multiple devices and also trending of social media platforms. Sri
Lankan airlines can effectively transform the distribution of travel model into indirect and direct
channels (Galletta and et.al., 2018). They should develop close level of partnership with these
channels technology and content players. They should focus on enhancing all internal
capabilities for capturing all the opportunities for introducing all new trends.
It is recommended for the airlines to implement these features :
Illustration 7: Chatbot
Source: Advantages of Chatbots

1. Increase the usage of online marketing channels for searches and booking
Within the market which is mature, all the retail customers leads to perform researches
for airlines, through travelling agents who are available online and along with that all the meta
searches for the websites for conducting any purchase through online medium. The ratio has
been increased up to 90 percent. Mobile has achieved its importance as these activities are
successfully achieved through the mobile communication therefore it is very important to focus
to this aspect. Online websites and search engine optimisation can lead to improvise the
approach through the web searches by any potential customer.
2.More focus on the social media platforms
for promotional strategies
There is an enormous increase in the
usage of social media platform in today's world
which leads to provide many opportunities that
could definitely lead to provide effective results.
They should concentrate on data analytics in
order to track the traffic of the audiences for
their official social media accounts so that one
can have maximum followers that would
definitely lead to increase their recognition in
the world. Digital marketing strategies should
be priorly implemented.
3.Increase the relevance of loyalty programs for customers
Loyalty of customer provides a stability of the firm in the market. It leads to serve a fixed
amount of profitability which is definitely to be earned. This makes the financial status to be
strong and also considered to be beneficial for increasing the base of the customer which is very
crucial fro every organisation to compete in the market (Ascarza and et.al.,2018). Loyalty of
customer can be won by providing them extra ordinary services like Qatar airways focuses on
customisation of the cabin as per the requirement of the customer which is completely new
concept for the travellers which is definitely liked by them. This provides them an advantage
over other airline services and leads to attract most of the customers who gets addicted to use the
Illustration 8: Statistical Data
Source: Behaviour of Customer

services again and again. Sri Lankan airlines shall introduce such concepts which are highly
liked by every customers and also provides them an advantage. These loyalty programmers can
be providing some cashback on every ticket booking for the next one which would attract them
to use their services again and thus maximise the loyalty of the customers for the programs.
TASK 3
A. Recommendation for strategic options
For implementing strategic options for
various sales one has to focus on the SOSTAC
model which will definitely improve the customer
journey through mobile communication. One has
to pocus on various strategies that could lead to
provide various benefits in future (Ennew, Binks
and Chiplin,2015). This model focuses on the six
aspects which are every important for any
business that are discussed as below:
1.Analysis of situation
The current state of the Sri Lankan airlines is much stable but needs more expansion in
financial terms which can be happened by increasing the base of the customers through various
steps.
2.Objective
Objective of the business is the ultimate goal of an organisation which is needed to be
accomplished in order to make sure the success of an organisation in every aspects. For the
accomplishment of the goal one has to make effective strategies which definitely works for the
betterment. The current short term objectives of Sri Lankan airlines are increasing the base of
Illustration 9: Process of SOSTAC
Source: Smith Model

customers by focusing on mobile communication factor. The marketing strategies are based on
targeting the individual who uses all the electronic smart devices.
3.Strategy
Strategies are the planned activities which are implemented in order to accomplish the
objectives of an organisation which is very necessary to achieve success. Strategies are made at
every level. But Sri Lankan Airlines has increased their efforts fro the focus on marketing
strategies through online medium which will directly target the individuals who are using the
smart phones and other devices that can provide them direct access to avail their services for
fulfilling their purpose.
4.Tactics
Some of the tactics that can help to increase the base of customers who are accessing
internet and mobile devices facilities through the following ways:
a. Mobile applications
It shall be made which can
provide many facilities just like
online websites which are used for
availing their services and on the
other hand shall provide a personal
touch (Goetsch and Davis, 2014).
These application will be much
simpler to access as compared to
online sites which provides all the
functions and is little complex in
structure.
b. Chatbots
It can be featured in mobile apps which can be an assistant of all travellers and can
facilitate them virtually by providing them suggestions for several problems.
4.Actions
Action is the practical implementation of the strategies which is needed to be
implemented in order to make all the strategies successful. The organisation can plan to launch
Illustration 10: Reaction of Customers
Source: Annual Report

these chatbots which would definitely be an important decision that would be like by every
traveller when they will personally assist them at affordable prices. These also have some
deadlines in order to complete all the task on dead line which is very necessary.
5.Control
It is very necessary in order to track the progress of any particular plan which has been
implemented in order to provide them a quality service which has no falling points and is
effective in the fulfilment of an excellency criteria. These are the factors which maintains the
standard of every services which is being delivered to travellers in airlines.
B. plan to implement recommended strategic option
The plan can be implemented by applying the marketing mix and following the 5s of
Smith Model:
1. Acquiring the customers
This is considered as the basic step for an effective plan for attracting the customers in
order to avail their services which is very necessary in order or to take the lead in an industry.
The customer acquiring is very important.
Customers must be acquired through providing various loyalty programmes which is
considered to be successful strategy for retaining them in future. Other complementary services
can be provided by the used of various mobile base applications which would definitely attract
them to avail the services.
2. Targeting the customer satisfaction
Customer satisfaction is the primary goal of every airline company because it is the key
for holding upon their customers and attracting more in order to increase the customer base
which s very necessary because it helps them to provide (Eid, 2015). Every traveller requires a
comfortable journey which is adopted as the basic goal which aviation industry has to fulfil in
order to provide them a good travelling experience.
Sri Lankan airlines focuses on the quality of the hospitality services which they provide
to every traveller. The services are bifurcated on the basis of pricing strategies which has been
followed to distinguish the customers on the basis of their affordability.
3. Sizzler

These are the special value added
services which are provided in order to
make every customer to feel privilege while
accessing the services through Sri Lankan
Airlines.
They can provide complementary
services for the every category of travellers
such as discounts for the first traveller and
special food coupons for the regular
customer which would definitely make
their journey more easier and is needed to
be adopted in order make the services
delivery plan more efficient and effective.
4. Customer Engagement
Engaging customer is very necessary in order to maximise the profitability content which
is necessary to hold the customers in current scenario (Murali,Pugazhendhi and Muralidharan,
2016). This can be successfully done by maintaining the quality of the delivery of various
services by focusing on the process of the firm.
It has been observed that customers can be engaged by certain factors such as speaking
which means one can get personal assistant who can keep him engaged by providing them
various kind of information which can be useful while travelling along with that acting as a
customer care to solve the problems which one is facing while travelling an need some
suggestions which is effectively provided by the chatbot option of Sri Lankan Airlines.
5. Increasing the efficiency of the services:
The efficiency of the services lies in the degree of satisfying the need of customer and the
expectation which is expected by them in order to provide a good experience. The services shall
be continuously provided on time by engaging much time and not letting the customer to wait for
any of the services which is been provided to them on their demand.
6. Adoption of Digital Technology
Illustration 11: Levels for customer Retention
Sources: Customer Retention

Digital technology can be boon for the organisation as it can help Sri Lankan Airlines in
many ways Due to the globalisation and technological reforms they should apply the maximum
usage of digital technology such as implementation of cloud computing concept, use of big data
and along with that use of digital marketing for the promotional activities.
These technology will lead to make every activity in the business to be more effective
and would also provide efficient result With the usage of cloud computing one can store the
maximum amount of information without the fear of getting accessed and the usage of any
hardware devices which can get damaged. This virtual storage has the most effective security for
storing the confidential data. Use of Big data can be very beneficial as it would lead to provide
access to those information which may be unused by others and can be very effective fro the
business and with that the promotional activities can be done through social media platform that
would definitely provide a large number of audiences which can lead to increase the customer
base.
C. the tools and methods to measure the outcome of the plan
Some of the tools and methods which can be used for measuring the outcome of the plan
are:
1.Key performance Indicators:
They are considered as the values
which are measurable and provides
demonstration for the how effectively the
company is successful in the achievement
of the objectives of the key businesses.
It is been used at various level for
evaluating the success of the targets which
are required to get reached.
The high level of KPI can focuses
on the overall performance whereas the
lower level of performance indicator can
focus on the departments which can be
marketing, sales etc.
Illustration 12: Importance of tools for a plan

The key performance for Sri
Lankan Airlines can be Basically safety
which includes the aspects such as fatality,
dangerous occurrence or any occupational
illness and disease of the company who is
serving the services for the customers.
The safety factor matters a lot to every customer who is lying through various airline
services (Han and Hyun,2015). On the other side flight operations should be efficient in order to
complete every task on time which is very important because all the process at operational level
shall be efficient and successfully accomplished. The operations can be number of flights around
the world, time which is available for flying , apart from that various environmental issues which
is needed to be resolved.
Some of the KPI of SRI LANKAN AIRLINES are:

While financial position is also considered as another standard which is marked for
measuring the success of the organisation in the market.

They should possess the operated margin which is decided to be there. Also, revenue per
seat should be available in order to provide them a chance for making various strategies that can
decrease the availability of the seats.
2.Review of the User's Experience
Reviewing the experience of the customer always matter in order to the performance and
also the level of services which is being offered by the company to the traveller while their
journey. This provides an opportunity to analyse the faults and falling points of their services are
not preferred by any traveller and is a reason for making the position of industry not stable in the
market.
It helps to provide the success and failure aspect of any plan which is implemented by
the company in order achieve some goal which is very necessary (Hill and Alexander, 2017). It
is necessary to study the expectations and needs of the customer which they require from the
services of any airline organization while travelling for different purpose.
Some of the challenges that were faced
while accomplishing these KPI's were:
 Optimising Revenue
 Improving Service Delivery
 Enhancing Sri Lankan Engineering
 Increasing the fuel efficiency
 Increasing the productivity
 Requirement of Technologies
Illustration 13: Newspaper Clippings

These Key performance indicators helps
to achieve all the goals of the company and
Some of the benefits which are given by
accomplishing the key performance indicators
are:
 Quantifiable Results
 Alignment towards the decided goal
 Platform for future Strategies
 Act as an Incentives for Individual
Performance
 Improved tracking and Monitoring
 Earlier Problem Solving
 Improved Marketing Flexibility
Illustration 14: Performance of February
Source: Sri Lankan Airways

CONCLUSION
It has been concluded that digital experience has lead an immense impact on the online
behaviour of every customer which is interest to avail the services of Sri Lankan Airlines. There
are many aspects which are associated with the usage of digital technology in the business and
especially concentrating on the mobile communication because with the advancement of the
technology it has been noticed that the usage of portable devices has increased which has made
every customer to avail every service through internet in an instant mode. Also these industry
shall have various plans which is needed to be implemented and various key performance
indicators are required to measure the performance of the individual company.

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