Wednesday Sep 19, 2012

WebCenter Customer Spotlight: Azul Brazilian Airlines

Author: Peter Reiser - Social Business Evangelist, Oracle WebCenter

 Solution Summary

Azul Linhas Aéreas Brasileiras (Azul Brazilian Airlines) is the third-largest airline in Brazil serving  42 destinations with a fleet of 49 aircraft and employs 4,500 crew members.

The company wanted to offer an innovative site with a simple purchasing process for customers to search for and buy tickets and for the company’s marketing team to more effectively conduct its campaigns.

To this end, Azul implemented Oracle WebCenter Sites, succeeding in gathering all of the site’s key information onto a single platform.

Azul can now complete the Web site content updating process—which used to take approximately 48 hours—in less than five minutes.

Company Overview
Azul Linhas Aéreas Brasileiras (Azul Brazilian Airlines) has established itself as the third-largest airline in Brazil, based on a business model that combines low prices with a high level of service. Azul serves 42 destinations with a fleet of 49 aircraft. It operates 350 daily flights with a team of 4,500 crew members. Last year, the company transported 15 million passengers, achieving a 10% share of the Brazilian market, according to the Agência Nacional de Aviação Civil (ANAC, or the National Civil Aviation Agency).

Business Challenges
The company wanted to offer an innovative site with a simple purchasing process for customers to search for and buy tickets and for the company’s marketing team to more effectively conduct its campaigns.
  • Provide customers with an  innovative Web site with a simple process for purchasing flight tickets
  • Bring dynamism to the Web site’s content updating process to provide autonomy to the airline’s strategic departments, such as marketing and product development
  • Facilitate integration among the site’s different application providers, such as ticket availability and payment process, on which ticket sales depend
Solution Deployed
Azul worked with the  Oracle partner TQI to implement Oracle WebCenter Sites, succeeding in gathering all of the site’s key information onto a single platform. Previously, at least three servers and corporate information environments had directed data to the portal. The single Oracle-based platform now facilitates site updates, which are daily and constant.

Business Results
  • Gained development freedom in all processes—from implementation to content editing
  • Gathered all of the Web site’s key information onto a single platform, facilitating its daily and constant updating, whereas the information was previously spread among at least three IT environments and had to go through a complex process to be made available online to customers
  • Reduced time needed to update banners and other Web site content from an average of 48 hours to less than five minutes
  • Simplified the flight ticket sales process thanks to tool flexibility that enabled the company to improve Website usability

“Oracle WebCenter Sites provides an easy-to-use platform that enables our marketing department to spend less time updating content and more time on innovative activities. Previously, it would take 48 hours to update content on our Web site; now it takes less than five minutes. We have shown the market that we are innovators, enabling customer convenience through an improved flight ticket purchase process.”

Kleber Linhares, Information Technology and E-Commerce Director, Azul Linhas Aéreas Brasileiras

Additional Information

The Social Business Thought Leaders - Esteban Kolsky

Esteban Kolsky's presentation at the Social Business Forum 2012 was meaningfully titled “Everything you wanted to know about Customer Service using Social but had no one to ask”. 

A recent survey by ThinkJar, Kolsky’s independent analyst firm, reported how more than 90% of the interviewed companies consider embracing social channels in customer service the right thing to do for the business and its customers. These numbers shouldn't be too surprising given the popularity of services such as Twitter and Facebook (59% and 60% respectively in the survey) among organizations, the power consumers are gaining online and the 40% preference they have to escalate issues on social services. Moreover, both large enterprises and small businesses are realizing how customer retention is cheaper and easier than customer acquisition.

Many companies are looking at communities and social networks as an opportunity to drive loyalty, satisfaction and word of mouth. However, in this early phase the way they are preparing to launch social support appears to be lacking at best:

  • 66% have no defined processes for customer service over social channels
  • 68% were not able to estimate ROI before deploying social in customer service
  • Only 8% found the expected ROI
  • Most of the projects are stuck in the pilot or testing phase
In his interview for the Social Business Thought-Leaders, Esteban discusses how to turn social media hype in business gains by touching upon some of the hottest topics organizations face when approaching social support:
  • How to go from social media monitoring to actionable insights
  • How Social CRM should be best positioned in regard to traditional CRM
  • The importance of integrating social data to transactional data 

Conversations with customer service organizations points to 2012 as the year of "understanding what social means for supporting customers". Will 2013 be the year it all becomes reality? We invite you to listen to Esteban Kolsky's interview to understand how to most effectively develop cross-channel strategies that include social channels and improve both customer satisfaction and the overall customer experience.

Ray Wang: Why engagement matters in an era of customer experience

R "Ray" WangWhy engagement matters in an era of customer experience

R "Ray" Wang
Principal Analyst & CEO, Constellation Research

Mobile enterprise, social business, cloud computing, advanced analytics, and unified communications are converging. Armed with the art of the possible, innovators are seeking to apply disruptive consumer technologies to enterprise class uses — call it the consumerization of IT in the enterprise. The likely results include new methods of furthering relationships, crafting longer term engagement, and creating transformational business models. It's part of a shift from transactional systems to engagement systems.

These transactional systems have been around since the 1950s. You know them as ERP, finance and accounting systems, or even payroll. These systems are designed for massive computational scale; users find them rigid and techie. Meanwhile, we've moved to new engagement systems such as Facebook and Twitter in the consumer world. The rich usability and intuitive design reflect how users want to work — and now users are coming to expect the same paradigms and designs in their enterprise world.


Ray is a prolific contributor to his own blog as well as others. For a sneak peak at Ray's thoughts on engagement, take a look at this quick teaser on Avoiding Social Media Fatigue Through Engagement

Or perhaps you might agree with Ray on Dealing With The Real Problem In Social Business Adoption – The People!

Check out Ray's post on the Harvard Business Review Blog to get his perspective on "How to Engage Your Customers and Employees."

For a daily dose of Ray - follow him on Twitter: @rwang0

Register Today!

But MOST IMPORTANTLY.... Don't miss the opportunity to join leading industry analyst, R "Ray" Wang of Constellation Research in the latest webcast of the Oracle Social Business Thought Leaders Series as he explains how to apply the 9 C's of Engagement for both your customers and employees.


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