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CrewTab

Go Personal, Go Digital

CrewTab

Contributors: Toby Tucker, Portfolio Director, Cockpit & Cabin Crew AppsEvi Dougali: CrewTab Product Manager

Introducing CrewTab, a tablet interface designed to enhance cabin crews’ pre-flight, inflight and post-flight activities by digitizing paper-based processes – enabling them to deliver a personalized service using individual customer information.

As global airspace becomes increasingly crowded, and passenger expectations evolve, airlines around the world are facing two major challenges: how to improve passenger experience, and how to maintain and develop operational efficiency.

Spending more time with passengers than anyone, cabin crews are central to a first-class passenger experience.

And, with the majority of crew still operating paper-based processes, the cabin presents a major opportunity for modernization and efficiency gains.

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THE CHALLENGE

AS PASSENGER EXPECTATIONS EVOLVE, A GREAT INFLIGHT EXPERIENCE INCREASINGLY COMES DOWN TO THE LEVEL OF PERSONALIZATION AN AIRLINE CAN DELIVER.

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Passengers today, informed in part by online shopping trends, now frequently expect a level of personalization that is almost impossible to deliver with paper-based processes. Airlines may have the data required to deliver this kind of service, but without the means to pass this on to passenger-facing staff, data is wasted.

Tucker continues: “The inefficient paper-based reporting processes still employed by many airlines don’t just hamper the passenger experience; they put a major block on operational efficiency. And not only are they inefficient, but a reliance on paper leads to complex workflow processes, high operating and back office costs, and even delays caused by errors, omissions and the sheer amount of time needed to update paper-based forms.”

While there may be more passengers than ever taking to the skies, the air transport industry remains a competitive place, with passenger experience a major differentiator and business driver. Toby Tucker, SITA FOR AIRCRAFT Portfolio Director, Cockpit & Cabin Crew Apps, explains: “As passenger expectations evolve, a great inflight experience increasingly comes down to the level of personalization an airline can deliver.”

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THE PICTURE TODAY

An introduction to popular CrewTab software modulesCrewTab provides airlines with a hugely versatile and flexible solution, based on a range of standard and optional software modules available for configuration during product set-up. Core CrewTab functionality is built around five popular modules:

CREW – Crew ModuleIncluding crew flight plan, flight dashboard, flight notes and other flight information.

PAX – Passenger ModuleProviding a passenger seat map, passenger views with filter selections, and various other pieces of relevant passenger information.

FORMS – Forms ModuleDigitized and contextual forms, automatically pre-filling known fields from passenger and flight information. Filled forms are automatically sent to pre-defined destinations upon synchronization.

MANUALS – Documentation and Manuals ModuleAll documentation is automatically synced with the latest publish instructions. Documentation can be sorted into folders, and is available with read notifications and in multiple formats (including HTML and PDF).

MESSAGING – Messaging Module Delivering notifications and messages from ground operations staff.

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to information already available on backend systems. How to simplify admin tasks. How to use passenger information to create a valuable onboard experience. How to develop the onboard shopping experience to develop ancillary revenues.

CrewTab has been designed to overcome these challenges – providing cabin crew with all the information they need to perform, as and when they need it.

But how does it work?

Perhaps just as importantly, digitizing cabin activities empowers employees.

Many cabin staff are now Generation Y ‘digital natives’, who are not only very confident in using the latest technology within their day-to-day roles, but may even expect to do so.

The need for digitization is clear, but airlines still face a number of practical challenges in the transformation of cabin crew processes: how to provide crew with efficient access

An introduction to optional CrewTab software modules

PAX – CRM ModuleProvides additional non-DCS related passenger information, and two-way communication capabilities to send extra passenger information back to CRM.

PAX – PAX Compensation ModuleA full workflow module including incident registration, compensation selection and administrative handling.

PAX – Catering ModuleReal-time meal order recording module, designed to improve passenger experience and operational efficiency, and delivering consumption patterns and inventory statistics.

CREW – FRS Flight Report System Module

A business intelligence (BI) analytics-ready module, providing a fully customized flight report, business rules for correct fill-in, and flexible distribution of different sections.

ANALYTICS – Business Intelligence Module Creates insights from the reports generated by crew.

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CREWTAB HAS BEEN DESIGNED TO PROVIDE CREW WITH ALL THE INFORMATION THEY NEED TO PERFORM, AS AND WHEN THEY NEED IT.

How CrewTab worksSince its launch in 2013, CrewTab has evolved to incorporate new features and functions, meeting changing airline requirements with four quarterly releases every year. Through these evolutions, CrewTab retains its central design as an easy-to-use tablet interface, enabling cabin crew to deliver a range of services efficiently.

The CrewTab solution is based on three main applications:

• The CrewTab Application iOS-based tablet application, combining an easy-to-use and intuitive interface with a secure local database of operational data. The application works both on- and off-line, using store-and-forward data synchronization between CrewTab and CrewTab Server, ensuring the cabin crew always have the latest view of key passenger or operational information.

• The CrewTab Server Cloud-based server architecture, integrated with a number of back-end airline systems, such as crew scheduling and rostering, and Departure Control System (DCS), which are then fed back to end users. The CrewTab application will access the CrewTab Server web application either by Wi-Fi or mobile (3G/4G, NextG, GSM, etc.) with Wi-Fi prioritized wherever possible.

• The CrewTab Admin Portal A web-based administration console granting airline customers secure and flexible access to the CrewTab Server. This allows control of cabin crew activity, digital forms information and crew communications.

The CrewTab app can also be customized to an airline’s look and feel, as well as seamlessly integrating into an airline’s infrastructure, regardless of the additional systems involved. But what does this all mean for airline customers?

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For passengers, the benefits of CrewTab go beyond personalization. For many airlines, the inflight shopping experience is limited and outdated. CrewTab delivers up-to-date inventory, shopping data and real-time credit card authorization, helping to avoid fraud by removing the need to run the process after the aircraft has landed. What’s more, HQ staff can also use CrewTab to send push notification messages to cabin crew, which can in turn be used to keep passengers aware of relevant events, including flight delays, airport closures, storms, or last-minute roster changes.

“Perhaps most important for the delivery of a world-class passenger experience, however, is the ability to evolve and adapt inflight processes. What passengers expect today is likely to be very different to a year or five years’ time. CrewTab has been designed to be versatile and flexible, with new modules constantly being released as passenger expectations evolve,” concludes Tucker.

IMPROVING PASSENGER EXPERIENCE

Changing passenger expectations are having a major influence on airline spending. As revealed by SITA’s 2017 Airline IT Trends Survey, 43% of airlines view improved passenger experience as the primary benefit gained (or expected to be gained) from connected aircraft investment.

“Meeting passenger demand for a top-flight passenger experience goes beyond just inflight connectivity, with many now expecting a far greater level of personalization. This is where CrewTab – and the dedicated Passenger Module – comes into its own,” explains Tucker.

“Thanks to CrewTab’s capacity to integrate with an airline’s existing IT and CRM systems, the app downloads all passenger data coming from the customer’s Departure Control System. A seat-map view ensures that cabin crew have at their fingertips a clear visual display of crucial information, including everything from passenger service class, to meal or special service requests, information on passengers’ connecting flights, and even whether a passenger is a frequent flyer or a VIP.”

As a result of CrewTab’s connection with airline systems, cabin crew not only have access to rich passenger information, but can also record information for use on future flights. Whether recording a passenger’s favorite sports team, food preferences, or issues and actions taken during a flight, a detailed picture of requirements and preferences can be built up over time – delivering to customers a level of personalized service they are used to on the ground and online.

MOST IMPORTANT FOR THE DELIVERY OF A WORLD-CLASS PASSENGER EXPERIENCE, IS THE ABILITY TO EVOLVE AND ADAPT INFLIGHT PROCESSES. WHAT PASSENGERS EXPECT TODAY IS LIKELY TO BE VERY DIFFERENT TO FIVE YEARS’ TIME.

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HOW DOES CREWTAB IMPROVE CUSTOMER SERVICE?

of airlines view improved passenger experience as the primary benefit offered by connected aircraft investment

43% Pre-flight

Passenger data, manuals and forms are auto-synced to crew devices, reducing potential for errors, omissions and delays

Crew are provided with a seat-map view of passenger requirements, loyalty status and preferences – enabling a highly personalized passenger experience

Digitization of paper-based and admin-heavy tasks frees

cabin crew to spend more time with passengers

CrewTab’s catering module enables crew to place meal

orders in real-time, supported by live stock awareness and

relevant passenger information

Forms are synchronizedwith the CrewTab server post-flight, making for faster aircraft turnaround

CrewTab’s BI module delivers post-flight reports and dashboards, designed to help improve performance and service for future passengers

Push notifications keep cabin crew informed of flight delays, last-minute roster changes, storms, or even critical airport closures

Inflight

Post-flight

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ULTIMATELY, THE DIGITIZATION OF THESE PROCESSES FREES UP CABIN CREW, STREAMLINES REPORTING PROCESSES AND HELPS TO REDUCE ERRORS AND OMISSIONS.

“Ultimately, the digitization of these processes frees up cabin crew to spend more time with passengers, streamlines reporting processes, and helps to reduce the potential for errors and omissions,” adds Dougali.

In addition to forms, CrewTab’s Documentation and Digital Manuals Module provides cabin crew with a manual repository for storing relevant crew manuals. These manuals and documents can be grouped, bookmarked and searched for quick retrieval – removing the need for cabin crew to wade through reams of paper.

Perhaps the most interesting opportunity presented by CrewTab, at least from an operational efficiency point of view, is the analytics and business intelligence (BI) the application can deliver. By subscribing to the BI module offered by CrewTab, airlines can receive a set of reports and dashboards on the content of forms filled inflight – building a detailed picture of cabin crew operations and performance.

Reports and dashboards can cover everything from operational schedule analysis, to crew assessments and mobile data connectivity analysis. Toby Tucker explains: “Not only does CrewTab open the door to instant efficiency gains – the analytics and BI capabilities it offers enable airlines to put their data to real use, and continually enhance cabin operations.”

DELIVERING OPERATIONAL EFFICIENCIES

In order to deliver exceptional service to passengers, cabin crew first need to be freed from the time drain caused by an excess of paper-based admin. CrewTab enables this by giving flight pursers and cabin crew a platform for streamlining documentary and reporting processes – intelligently integrated with an airline’s existing IT systems.

As CrewTab Product Manager Evi Dougali points out: “With roughly 60% of airlines still operating paper-based processes, the scope for operational efficiency gains across the airline industry is sizeable.”

The CrewTab forms module has been developed specifically to reduce the volume of paper-based admin. Form templates can either be customized or created using SITA FOR AIRCRAFT’s Form Builder tool, and once tested, can be published to the CrewTab server. From here, the CrewTab app can download forms as required, and store them locally on the device. While the tablet is running inflight, cabin crew can call up and complete downloaded forms, which are saved locally for eventual synchronization with the CrewTab database through the CrewTab server.

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Bringing personalization to airlines worldwideSITA FOR AIRCRAFT is already working to bring the cabin revolution to ten airline customers and more than 2,500 daily users. Two customers, Virgin Australia and Etihad Airlines, eradicated 250,000 paper forms between them in 2018 through CrewTab’s Go Digital electronic forms. Here’s what airlines are saying about CrewTab:

“Going from having a piece of paper, and running your finger down an old manifest to look for what a guest requires, to having a seat plan that actually shows you where everyone’s sitting, who’s missing, whether they’ve got a special requirement, is really, really important in terms of delivering an outstanding experience for our guests.”

Tash Tobias, General Manager of Inflight Experience, Virgin Australia

“SITA FOR AIRCRAFT’s CrewTab delivers real-time information to our cabin crews’ fingertips, empowering us to advance our pre-flight preparations, onboard operations, and post-flight debrief reporting. With this rich, connected information, our cabin crews can perform at the highest level to deliver on our passengers’ expectations.”

Ricardo Lehmacher, Airport Manager, Aerolineas Argentinas

“With our customized CrewTab, we will definitely take our inflight customer service to the highest standards.”

Jaime Bautista, Chief Operating Officer, Philippine Airlines

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© SITA 2020 All trademarks acknowledged. Specifications subject to change without prior notice. This literature provides outline information only and (unless specifically agreed to the contrary by SITA in writing) is not part of any order or contract.

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SITA AT A GLANCE

Easy air travel every step of the way.

Through information and communications technology, we help to make the end-to-end journey easier for passengers – from pre-travel, check-in and baggage processing, to boarding, border control and inflight connectivity.

We work with about 400 air transport industry members and 2,800 customers in over 200 countries and territories. Almost every airline and airport in the world does business with SITA.

Our customers include airlines, airports, GDSs and governments.

Created and owned 100% by the industry, SITA is the community’s dedicated partner for IT and communications, uniquely able to respond to community needs and issues.

We innovate and develop collaboratively with our air transport customers, industry bodies and partners. Our portfolio and strategic direction are driven by the community, through the SITA Board and Council, comprising air transport industry members the world over.

We provide services over the world’s most extensive communications network. It’s the vital asset that keeps the global air transport industry connected.

With a customer service team of over 2,000 people around the world, we invest significantly in achieving best-in-class customer service, providing 24/7 integrated local and global support for our services.

Our annual Air Transport and Passenger IT Insights reports for airlines, airports and passengers are industry-renowned, as is our Baggage IT Insights report.

In 2018, we had consolidated revenues of US$ 1.7 billion.

For further information, please visit www.sita.aero

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