Investment in people and new technologies has delivered for the airline.

Gabriel Perdiguero

Getting everybody on board by creating the right environment was a key factor in Iberia’s transformation journey, according to Gabriel Perdiguero, Iberia’s Chief Customer & Business Transformation Officer. “Like the US Marines, we never left anyone behind,” he told attendees at the World Financial Symposium in Madrid recently.

“It’s mainly a matter of telling people ‘you are able to do new things. We want you to innovate on a daily basis’,” explained Perdiguero.

Among innovations recently introduced at Iberia are improved wi-fi, customer payment by instalments, baggage delivered to the airport, and chatbots.  

Iberia’s digital ambassador need a specific skill set. Creative, analytical, every decision based on data, commercial, product oriented

Perdiguero said that Iberia’s programme of innovation has contributed to a significant improvement both in Iberia’s Net Promoter Score, which between 2013 and 2017 rose at a compound annual growth rate of 29% and its earnings before interest and tax, which over the same period went from a loss of €165 million to a profit of €373 million.

Central to creating the environment in which these innovations were successfully implemented was the creation of 20-25 digital ambassadors, Perdiguero said. Working right across Iberia, these individuals play a vital role in disseminating and transferring innovation throughout the airline. 

“Iberia’s digital ambassador need a specific skill set. Creative, analytical, every decision based on data, commercial, product oriented—these are the people that are transferring the message of transformation,” Perdiguero said.

Perdiguero also highlighted a number of other examples of how the development of a digital culture at Iberia was spawning initiatives, including big data and analytics, new and more collaborative ways of working, and reduced use of email internally, all of which were transforming Iberia into a digitally connected airline.

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