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Big Data: TAM Airlines creates unique customer experience

Let’s stick with our new habit of having a shorter Friday post.

Thanks to our good friends at Creapills, we learned about the initiative of TAM Airlines leveraging Big Data and Data Analytics to increase passengers’ satisfaction.

TAM Airlines used a Facebook Connect to get personal information on its passengers. For those of you who don’t know what a Facebook Connect is, it’s a popup that enables a website to capture data from your Facebook account to enable a login. This popup  always mentions what kind of data will be taken from your Facebook account. Most of the time it’s limited to your first name, last name, birthdate and location, but it can also include some more detailed information about your interests.

It’s exactly what TAM did; asking as much as possible from the Facebook account of its passengers … to make a good use of it.

Most of the time such personal information is taken from you for advertising purposes. What TM Airlines did was to use this data to better satisfy its passengers and to propose them a more compelling and personalized in-flight experience.

Our take

This initiative is pretty unique and deserves to be mentioned. Big Data is usually used to make consumers spend more. Most business lose sight of customer satisfaction. We love this project by TAM Airlines and hope it will inspire other companies around the world to make a better use of personal data.

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Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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