Tony, Alex, Louisa, Bingjing
company Description
- Richmond based, founded in British Columbia in 19821
company Description
- Richmond based, founded in British Columbia in 19821
- Largest seaplane company in the world with more than 50 aircrafts and more than 200 employees2
company Description
- Richmond based, founded in British Columbia in 1982[1]
- Largest seaplane company in the world with more than 50 aircrafts and more than 200 employees[2]
- Acquired its main competitor West Coast Air in 2010[3]
- Consists of Harbour Air Seplanes, Westcoast Air, Whistler Air and Tantalus Air.
FOUR
types of aircrafts[4]
THREE
seaplanes
company Description
LANDBASED
aircraft
company Description
flight
services
company Description
flight
services
scenic adventure
tours
company Description
flight
services
scenic adventure
private charters
tours
company Description
flight
services
scenic adventure
private charters
parcel delivery
services
tours
company Description
souvenirs & merchandise
flight
services
scenic adventure
private charters
parcel delivery
services
products
tours
company Description
Finance
Functional Departments[8] :
Human Resources
Freight Centers in Nanaimo, Victoria and Vancouver
Aircraft Maintenance
Purchasing/Parts
Sales & Marketing
Customer Service
Safety
Reservations
ORgAnization overview[21],[22]
STRATEGIC gOAL
High-quality service
Comfort
Safety
A STRONG COMMITMENT TO PROVIDING[9]
Mission statement[9]:
Maximize revenue by increasing customer satisfaction while minimizing cost
STRATEGIC gOAL
Continuous growth of business from stable and increasing customer satisfaction.
OBJECTIVE:
BUSSINESS INTELLIGENCE
Key performance indicators
Financial Performance:
Track customer satisfaction, feedback, and market share goals
Measure the performance of internal process to meet customers’ needs
Measure the ability to change, improve and innovate to drive future success
Focus on revenues, profits, expenses and relevant financial figures
Customer:
Process Efficiency:
Organizational Capacity:
Financial Performance:
Customer:
Process Efficiency:
Org. Capacity:
- Avg fuel cost by leg
- Avg crew cost by leg
- Avg pilot cost by leg
Sales/Marketing
CustomeR service
Aircraft/flights
- % over/under carbon neutral by flight leg
- Number of safety incidents
- TAT by terminal / flight leg
- Flight time by leg
- Flight punctuality rate
- No. late incidents by cause
- Aircraft utilization rate
- Pilot and crew turnover rate
- Pilot and crew employee satisfaction ratings
- Flight time logged per pilot
- Opportunity cost from cancelled reservations
- Opportunity cost from lost customers
- % flights with miscounted passengers at time of departure
- Customer Service Agent utilization rate
- CSA turnover rate
- CSA employee satisfaction ratings
- Revenue through corporate accounts per month
- Revenue per available seat
- Revenue per passenger per miles
- Ad campaign conversion rates
- Average seat fill rate by leg
- Average seat fill rate by tour offered
- Sales staff turnover rate
- Sales staff employee satisfaction ratings
- % customers in rewards programs
- Relative market share
- Net promoter score
- Social media followers/ratings
- Number of customer complaints
- Customer retention rate
Financial Performance:
Customer:
Process Efficiency:
Org. Capacity:
Sales/Marketing
CustomeR service
Aircraft/flights
- Number of safety incidents
- Operating profit margin
- Revenue growth
- Average seat fill rate
- Customer retention rate
- Employee turnover rate
data sources
- Primarily internal data sources
- May consider extracting more customer feedback from social media sources
EXternal data source
Remarkably high customer satisfaction level
11,500 followers
1368 followers
881 followers
8871 Likes
144 subscribers
4.5/5 Rating
EXternal data source
The format of much of this data will be unstructured, free-text - difficult to collect and analyze.
RECOMMEND:
Monitor key social media metrics (such as ratings);
Web-scraping techniques to routinely survey;
Manually conduct investigations.
Internal data source
Sales Marketing
CustomeR service
Aircraft flights
HUman Resources
finance
- Flight logs
- Maintenance reports
- Aircraft specifications from manufacturer
- Safety incident reports
- Flights/tours/charters reservation database
- Customer profiles database
- Call centers’ customer call logs (may not exist)
- Customer feedback Surveys
- Customer reviews on social website
- Feedback from partner agents/corporation
- Urchin Traffic Monitors (UTMs)
- Employee profile and payroll database
- Employee survey data
- Accounting systems
- Vendor invoices
FORMATS should all be numeric (integer, double, Boolean) and thus easy to perform operations with.
Internal data source
Flight information (flight logs, safety reports, and maintenance reports) is NOT AUTOMATICALLY captured and stored in convenient tabular structures.
Current Business Intelligence strategy
Some of the KPIs require access to inter-departmental data sources
Two KEY Observations
Many of these data sources will not be required in their entirety in order to calculate the KPIs we have listed, or for any other BI purposes for that matter
Current Bi aRCHITECTURE tECHNOLOGIES
- Created by the installation of operational systems designed to perform operational tasks.
- Supports KPIs which are LOB-specific and do not require data sources from other parts of the organization.
Current BI organization structure
A LOB Manager asks an analyst for a report
The Analyst reframes the original request
A Database Administrator (DBA) is asked to develop a query
DBA: naturally limited understanding of the business;
Analyst: not well versed in BI practices but fulfills this role only as part of their day-to-day activities.
Inefficient, inflexible, and limited in the benefits it provides.
CANNOT easily extract & monitor KPIs which require data elements from different departments;
IMPLICATIONs
MUST store & maintain all historical information, rather than selecting and storing specific historical data.
Access to BI insights more difficult, or else less valuable
Costly from a storage, management, and performance perspective
Costs
An OVERLAY of existing operational system:
License fee
- Reservation system
- Accounting system
MAINTENANCE fee
- HR system
- Aircraft management system
Costs
Only DISTINCT cost is from labour cost of Analyst role
50%-100%
of FTE salary
35K-70K
/year[14]
~
~
ROI
ZERO dollar capital investment
Managers may have LITTLE incentive dollar to invest in a BI program
Recommended BI STrategy
Future Bi aRCHITECTURE tECHNOLOGIES
Under the current basic strategy, the individual requirements of a LOB are not expected to be sufficiently SPECIFIC or DIFFERENTIATED.
Decentralized model
Centralized model
Future Bi aRCHITECTURE tECHNOLOGIES
Under the current basic strategy, the individual requirements of a LOB are not expected to be sufficiently SPECIFIC or DIFFERENTIATED.
Decentralized model
Centralized model
Future Bi aRCHITECTURE tECHNOLOGIES
Future ORganization Structure
Data will be EASILY ACCESSIBLE
No longer require frequent involvement from a DBA
An Analyst with more advanced analytical toolset.
Database Administrator
Analyst
Future ORganization Structure
Decisions leveraging BI shift from being strategic-only, to near real-time operational decisions.
TURNAROUND TIME for delivered insight DECREASES
Future ORganization Structure
Ad hoc BI analysis and reporting become more ACCESSIBLE
The primary consumers of these insights might shift from being a right reserved for Managers, to a service that all levels of the organizations use.
Costs & CHALLENGES
Analyst
70K
/year[17]
~ $
Oracle Business Intelligence Standard Edition[19]
6K
Oracle Database Standard Edition
3.5K
/year[18]
IBM Basic Server
$
$
$
1,485[20]
- No government or regulatory obstacles
- Harbour Air is open to change
- Employee training
- Backlash from customers
ROI
If costs are well-contained, the payback period will be relatively short.
Conservative estimate of total revenue is approximately $12.3 Million per year - and a 5% increase in sales would lead to $615,000 increase in revenue.
Assume 50 Aircrafts, 6 flights, $150 avg ticket price, 70% seat fill rate:
Dashboard Design
Tony, Alex, Louisa, Bingjing
QUESTIONS?
[1] Harbour Air Seaplanes. (n.d.). Corporate Information. Retrieved April 11, 2015, from http://www.harbourair.com/about/corporate-information/
[2] Linkedin (n.d.). Harbour Air Seaplanes Overview. Retrieved April 11, 2015, from https://www.linkedin.com/company/harbour-air-seaplanes
[3] VANCOUVER SUN. (2010, March 30). Harbour Air set to acquire West Coast Air. Retrieved April 11, 2015, from http://www.canada.com/story.html?id=356262bc-7e29-4fb4-a57e-0077f4b3b666
[4] Harbour Air Seaplanes. (n.d.). Aircraft Fleet. Retrieved April 12, 2015, from http://www.harbourair.com/the-experience/fleet/
[5] Harbour Air Seaplanes. (2013, September 19). Harbour Air introduces Tantalus Air. Retrieved April 12, 2015, from https://www.harbourair.com/media/press-release/2013/09/harbour-air-introduces-tantalus-air/
[6] Harbour Air Seaplanes. (n.d.). Carbon Neutral. Retrieved April 12, 2015, from http://www.harbourair.com/about/carbon-neutral/
[7] Harbour Air Seaplanes. (n.d.). Loyalty Programs. Retrieved April 12, 2015, from http://www.harbourair.com/book-a-flight/loyalty-programs/
[8] Harbour Air Seaplanes. (n.d.). Contact Us. Retrieved April 12, 2015, from http://www.harbourair.com/contact-us//
[9] Harbour Air Seaplanes. (n.d.). Corporate Information. Retrieved April 11, 2015, from http://www.harbourair.com/about/corporate-information/
[10] SMS Pro. (n.d.). List of Airline Key Performance Indicators (KPIs). Retrieved April 12, 2015, from http://asms-pro.com/Modules/SafetyAssurance/ListofAirlineKeyPerformanceIndicators.aspx
British Airways.(n.d.). Our Key Performance Indicators. Retrieved April 12, 2015, from https://www.britishairways.com/cms/global/microsites/ba_reports0809/our_business/kpi3.htm
[11] Butter, I. (n.d.). AIRCRAFT PROFILE. Retrieved April 12, 2015, from http://www.dhc3otter.com/profile.htm
[12] HotHotSoftware. (n.d.). MS Word Extract Data and Text from Multiple Word Documents. Retrieved April 12, 2015, from http://www.hothotsoftware.com/ms_word_data_extraction_software/
[13] Harbour Air Seaplanes. (n.d.). Notice to All Travel Agents. Retrieved April 13, 2015, from http://www.harbourair.com/media/26331/notice_to_travel_agents0108.pdf
[14] Airline Tariff Publishing Company. (2011, March 9). ATPCO Baggage Web Service and Graphical User Interface. Retrieved April 13, 2015, from http://www.atpco.net/atpco/products/baggage/pdf/BWS_GUI_presentation.pdf
[15] Glassdoor. (n.d.). Salary: Data Analyst. Glassdoor. Retrieved April 13, 2015, from http://www.glassdoor.com/Salaries/data-analyst-salary-SRCH_KO0,12.htm
[16] Harbour Air Seaplanes. (n.d.). Best Managed Company 2012. Retrieved April 15, 2015, from https://www.harbourair.com/media/press-release/2013/02/26/best-managed-company-2012/
[17]Kleywegt, A. (2008, April 2). Demand and Revenue Management. Retrieved April 12, 2015, from http://www2.isye.gatech.edu/~anton/ISyE4803/RMDynamicPricingDemandForecasting.pps
[18] Glassdoor. (n.d.). Salary: Data Analyst. Glassdoor. Retrieved April 13, 2015, from http://www.glassdoor.com/Salaries/data-analyst-salary-SRCH_KO0,12.htm
[19] DEC Trader. (n.d.). Database Standard Edition - Subscription license ( 1 year ) - 1 processor. Retrieved April 12, 2015, from http://www.dectrader.com/Oracle-A90684-New-Database-Standard-Edition-Subscription-license-1-year-1-processor.html?productid=246375
[20] Donohue, M. (n.d.). Introduction to Oracle Business Intelligence Standard Edition One. Retrieved April 13, 2015, from http://www.oracle.com/technetwork/middleware/bi-foundation/bi-standard-edition-one-overview-131081.pdf
[21] PC Magazine. (n.d.). IBM eServer xSeries 306. Retrieved April 13, 2015, from http://www.pcmag.com/article2/0,2817,1601320,00.asp
[22] Harbour Air Seaplanes. (n.d.). Flight Information. Retrieved April 13, 2015, from http://www.harbourair.com/book-a-flight/
[23] Harbour Air Seaplanes. (n.d.). Seaplane Tours. Retrieved April 9, 2015, from http://www.harbourair.com/tours/vancouver/
T ony , A lex, L ouisa, B ing j ing
Harbour Air
By tony g
Harbour Air
- 2,350
