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Citilink Indonesia leverages data to drive new revenue streams

Anuradha Shukla | Aug. 30, 2016
The airline uses analytics and data visualisation tools to better understand its customers.

Citilink Indonesia
A ground staff servicing a customer at the Citilink check-in counter. Citilink ground staff now have access to data visualisation tools to learn more about the customer. Credit: Citilink

Citilink Indonesia has embraced data to drive new revenue streams for the company, in an attempt to become the country's leading low-cost airline.

Launched less than four years ago, Citilink now operates a fleet of 37 Airbus 320s and five Boeing 737s that fly to 29 cities in Indonesia, serving more than 8 million passengers every year.

The fast growing airline not only expects more passengers, but also foresees their demands to be new. It thus needs to understand its customers better in order to meet their demands and make the airline their preferred choice.

While the airline was previously using traditional methods to reach this goal, Citilink is now leveraging solid data to predict what their customers want.

"Our employees are dealing with more and more data by the day," said Achmad Royhan, Vice President Information Technology, Citilink Indonesia. "What would most frustrate them is slow data processing that could sometimes take days with less modern infrastructure. To avoid this situation, we need our infrastructure to scale with huge amounts of data and this definitely fuelled our move to the cloud."

Access to data visualisation tools

Citilink's ground staff now have access to data visualisation tools to learn more about customers. This has improved the customer relationship, which positively contributed to the company's bottom line.

The carrier needed to churn existing data into actionable insights and create new revenue streams too. "Domestic customers book travel - on our website, third party websites or with travel agencies. If we could spot the trends and spikes in customer demand well in advance, we are able to pre-emptively adjust flight routes and schedules, maximising our use of resources and increasing revenue," said Royhan.

To shorten the time taken for this process (which used to take hours or days), Citilink adopted Power BI, a suite of business analytics tools from Microsoft.

Since Power BI quickly imports data from a range of sources and analyse them, the time between ingesting data and obtaining insights has shortened significantly, and customer insights can now be shared within minutes across teams.


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