Eli Senerman, lider del área digital de LATAM nos presenta luces y sombras de implementar una cultura ágil en una empresa de nivel mundial

1. LATAM Digital
October 2016
Eli Senerman
@elisenerman

2. OUR NEW COMPETITION IS
25 YEARS OLD
HAD THEIR DISRUPTIVE
IDEA YESTERDAY
AND WILL BE IN MARKET
THIS TIME NEXT YEAR

3. ALGORITHMS
SOFTWARE
SENSORS

5. “Vision without execution
is hallucination”
Thomas Alva Edison

6. … AND TREAT THEM AS
DEADLINES
WE’LL ASK FOR ESTIMATES

7. … AS LONG AS I AGREE WITH YOU
P O W E R
TO THE PEOPLE

8. 60%-90% of ideas do not improve the
metrics they were intended to improve
“The days of knowing what the customer wants
are over, we’re in the days of experimenting!”

9. “IF EVERYTHING SEEMS UNDER CONTROL,
YOU’RE NOT GOING FAST ENOUGH”

10. THAT’S ALL GOOD… BUT WHAT HAVE WE ACHIEVED SO FAR?

11. Digital Journeys Key features delivered in 2016
Retailing
• Booking flow improvements
• Seat sales in the booking process in more
markets (Inter CL & PE, Dom PE)
• New Booking flow 2nd step in EC one way
• LATAM.com mobile booking process
launched in US (on top of BR). CL in
October
• Cabin upgrade bidding at check-in
implemented in ~30 O&Ds
Booking Management/
Transversal
• Ticket changes for staff travel
• Ticket changes in CL (60% coverage)
• Flight options and prices for ticket changes
(all POS)
• New brand implementation
• Unified single website in each POS
• New unified log-in
• All core applications now meet
accessibility requirements (seat sale still
pending).
• New “My Trips” feature displaying all
LATAM bookings (10% of customers have
cross-airline bookings)
Day of Travel
• Cross-airline check-in
• Increased coverage for Self-protection
(connections and cancelled flights)
• Cross-airline UPG with coupons
• Earlier flight
• Mobile check-in improvements
• Flight status: Increased coverage (JJ
codeshared flights)
• Flight status: Live Chat in English and
Portuguese.
In 2016, we continued to invest in our top priorities and
made relevant progress in supporting our strategy
JJ flights only LA flights only

12. Strong customer reviews on the App stores
Promedio de ratings histórico
iOS 4.0 3.5 3.0 2.5 1.5 2.0 2.0 - 3.5 2.0 4.0 4.0
Android 4.1 3.7 4.4 3.6 3.4 3.4 4.0 - 3.8 3.1 4.4 4.2
BRSSC
LATAM LATINOAMÉRICA EUROPA Y USA
n= 13.985 8.764 26.250 9.501 8.891 1729 283 - 23223 3.152 95.620 17.493

13. Stable improvement in LATAM.com customer
satisfaction since May

14. Rigorous
measurement of
business value
creation at the
team level

15. Rigorous
measurement of
velocity at the
team level

16. Deploying code
to production
frequently is
key!
2015 TODAY
2 times a day
50 times a day
Once every
11,5 seconds
Once every
20 days
1,5 times a day
(on some teams, others
still need more work)

18. LATAM Digital
October 2016
Eli Senerman
@elisenerman

19. De “Waterfall” ... ... a Agile
“I want to
select a new
flight when
my original
flight is
delayed or
canceled”
Elegible? Identificar
vuelos
alternativos
Mostrar
todos los
vuelos
posibles
Seleccionar
nuevo vuelo
Confirmar el
cambio
First
customer
facing
solution
4 or more
incremental
deliveries
Identificar clientes
elegibles, ofrecer
llamado al Call
Center
Mostrar
alternativas de
vuelo, ofrecer
llamado al Call
Center
Permitir
selección de
nuevo vuelo y
ofrecer live chat
Permitir a clientes
cambiar su vuelo
online por
completo
May FebNovJul Sep
Agile
An organization-wide new way of delivering customer facing changes
“I want to
select a new
flight when
my original
flight is
delayed or
canceled”