chuyển đổi số và trí tuệ nhân tạo structure of final essay building a digital transformation solution for enterprises

CHUYỂN ĐỔI SỐ VÀ TRÍ TUỆ NHÂN TẠO

STRUCTURE OF FINAL ESSAY

BUILDING A DIGITAL TRANSFORMATION SOLUTION FOR ENTERPRISES

Giảng viên hướng dẫn: Nguyễn Thế Đại Nghĩa Lớp học phần: 232MI5224

A IMAGE GALLERY

Figure 1: Bamboo Airways logo 1

Figure 2: The A320NEO aircraft is used by Bamboo Airways on domestic routes and short flights connecting countries in Asia 2

Figure 3: On-time flight rate of Vietnam airlines in 2023 9

Figure 4: Vietnam aviation market share 10

Figure 5: The cycle of lost opportunities 17

Figure 6: What do customers need? 18

Figure 7: Electronic Flight Assistant (EFA) in the aviation field 22

B CONTENT

I Overview of the enterprise 1

I.1 The history of formation and development 1

I.2 Vision and Mission 2

2.1 Vision 2

2.2 Mission 2

I.3 Business model and Revenue model 2

3.1 Learn about business models and revenue models 3

3.2 Bamboo Airways business model 3

3.3 Bamboo Airways' revenue model 5

I.4 Business operation overview 7

II Analysis of enterprise 8

II.1 SWOT, current digital transformation status 8

1.1 SWOT 8

1.2 Current digital transformation status 11

II.2 Competitors analysis, especially in digital transformation 12

II.3 Solutions/ Recommendations 16

3.1 Solution 1: Applying Big Data and AI to enhance customer experience 16

3.2 Solution 2: Electronic Flight Assistant Applications in Operations and Management Models 21

III.3 Risk forecasting 34

3.1 Issue 1: Difficulties in investment costs and application of digital technology 34

3.2 Issue 2: Information security issue 34

IV Conclusion 35 IV.1 Evaluate the solution 35 1.1 Solution 1: Apply Big data and AI in promoting customer experience 35 1.2 Solution 2: Apply Electronic Flight Assistant in the operating and management model 38 IV.2 Solution control 39 2.1 Solution 1: Apply Big data and AI in promoting customer experience 40 2.2 Electronic Flight Assistant application in operation and management model 44 VI Trello 46 VII Reference materials 46

I Overview of the enterprise

Figure 1 Bamboo Airways logo

I.1 The history of formation and development

Bamboo Airways is the first private airline in Vietnam, officially taking off in January 2019 After more than 5 years of formation and development, Bamboo Airways has affirmed its position as one of the leading airlines in Vietnam, known for its modern fleet, high-class services, and extensive route network.

History of Bamboo Airways

2017: Bamboo Airways is officially founded.

July 9, 2018: The Vietnamese government officially grants Bamboo Airways an operating license.

January 8, 2019: Bamboo Airways officially begins operations on the Vietnamese aviation market after receiving an Air Operator Certificate from the Civil Aviation Administration of Vietnam.

Although newly established not long ago, Bamboo Airways has brought home many prestigious domestic and foreign awards, affirming its position:

• Asia's leading regional airline awarded by World Travel Awards

• Best private airline in the world for 3 consecutive years (2019-2021) awarded by Skytrax

• The airline has the best domestic flight network in Vietnam 2020 and 2021 voted by Vietnam Report

• Top 10 airlines with the most economical ticket prices in the world 2020 voted by AirlineRatings

• The airline has the best cabin crew service in Vietnam 2023 voted by International Finance Magazine (UK)

• And there are many other prestigious awards

Figure 2.The A320NEO aircraft is used by Bamboo Airways on domestic routes and short flights connecting countries in Asia.

I.2 Vision and Mission2.1 Vision

Bamboo Airways aims to become a leading 5-star airline in Vietnam, a pioneer in innovation and bringing world-class flight experiences to customers.

2.2 Mission

Bamboo Airways was born not only with national pride but also with a noble mission: "Connecting tourist destinations across the S-shaped strip of land, elevating the image of Vietnam and its people on the international map."

Bamboo Airways' mission is the airline's commitment to service quality, dedication and unique experiences for customers This is the guideline for all activities of Bamboo Airways and is the source of motivation for the airline to constantly develop and improve.

I.3 Business model and Revenue model

3.1 Learn about business models and revenue models

The business model acts as a detailed map, guiding the business to operate, create value and earn profits This is a core element for every business, regardless of size, from multinational corporations to newly established startups The business model clearly outlines the business strategy for creating products or services, providing them to customers, and earning profits from business activities.

The revenue model is the key strategy that helps businesses generate revenue and profits This model outlines how to manage revenue streams and the resources required for each revenue stream The revenue model is an essential part of the business model, it plays an important role in: determining how to create value for customers, attracting targets, and monetizing products/ services.

3.2 Bamboo Airways business model3.2.1 Customer segmentation

Bamboo Airways targets diverse customer segments with products and services specifically designed for each customer group Bamboo's target customer groups are businessmen, individuals, organizations with travel needs, families, students and international customers.

• Perfect ground services include easy ticket booking via websites, applications with flexible payment methods, service to choose the most suitable seats for all ticket classes, safe baggage check-in service, High-class waiting room service with many amenities, dedicated 24/7 customer care service,

3.2.3 Channels

To best reach and serve customers' needs, Bamboo Airways has built a system of extremely diverse distribution channels.

Bamboo Airways owns a large ticket office system in major cities across the country, ready to directly serve customers In addition, there are other online ticket buying and selling platforms such as: Bamboo Airways application, website system (https://www.bambooairways.com/), Traveloka,

Along with that, Bamboo Airways has chosen to deploy a multi-channel communication strategy, to reach potential customers through traditional media channels including: television, newspapers, magazines, and through Online media channels such as websites, social networking sites Facebook, Instagram, Tik Tok,

3.2.4 Customer relationships

Bamboo Airways is committed to building and developing strong customer relationships to deliver the best possible experience on every journey The airline has established a loyalty program called Bamboo Club, a diverse customer support network, personalized customer care services, a customer loyalty program, and a prompt and efficient complaint resolution process These initiatives have helped Bamboo Airways make a positive impression on customers, reaffirming its position as a reputable brand that prioritizes customer satisfaction.

Bamboo Airways cooperates with technology companies to apply advanced technology solutions in management, operation, and improving service quality Partner companies in this field include: Amadeus, Saber ,

To support online payment services, payment via card Bamboo Airways has cooperated with the following banks: Vietcombank, Vietinbank, BIDV, Agribank, Eximbank, ACB, Sacombank, and online ticket purchasing applications routes like Traveloka,

3.2.6 Key activities

The main activity of Bamboo Airways is to provide air transport services for passengers, luggage, and goods on flights Besides, Bamboo Airways also provides customers with related services during the flight such as dining, entertainment,

3.3 Bamboo Airways' revenue model3.3.1 Main business sectors

• Bamboo Airways operates mainly in the aviation industry, including main activities such as transporting passengers, luggage, goods, mail,

• Providing package travel products combining air tickets, hotels, sightseeing tours, and entertainment The company also provides retail travel services such as sightseeing tickets, tour guide services, train and bus ticket bookings, etc

• Providing maintenance, repair and overhaul services for domestic and international airlines Bamboo Airways also provides other aviation technical services such as providing spare parts, repairing avionics equipment, training technical staff, etc

3.3.2 The industry and profession are related to the main business industry

• Bamboo Airways provides multimodal transport services, combining air, road and waterways; Ground services at the airport include commercial technical services, check-in procedures, customs, security, and freight forwarding; fresh, diverse and high-quality culinary services;

• Focus on investing in technical infrastructure at airports, including passenger terminals, cargo terminals, technical infrastructure, equipment serving air cargo transportation lines, and synchronized services

• Providing food items, supplies, and souvenirs on planes and airport terminals Sales of Bamboo Airways branded products

• Providing agency services, advertising and communication services on planes and at airports

3.3.3 Revenue

Bamboo Airways' revenue comes from the following main sources:

• Passenger transportation: accounts for the highest proportion of total revenue, contributing more than 70% of revenue

• Freight transportation: Accounts for about 20% of revenue

• Other services: Including travel services, ground services, agency services, accounting for about 10% of revenue

3.3.4 Cost structure

Bamboo Airways must pay for the following expenses: fuel costs; property rental costs; labor costs; maintenance and repair costs; Other costs include sales costs, business management costs, financial costs, advertising costs, marketing to attract customers, Fuel costs are considered to account for the highest proportion, accounting for about 30-40% Due to the specific nature of the aviation industry using specialized raw materials, there are no substitute products, so fuel price fluctuations will directly affect the airline's operating costs Fuel prices fluctuate strongly due to the influence of many international factors, making this cost difficult to control Bamboo Airways is trying to save fuel by optimizing routes, using modern aircraft and applying new technology.

Currently, Bamboo Airways is leasing a large part of its fleet This cost accounts for about 20-25% Bamboo Airways currently owns a young, modern fleet with long-term lease contracts, helping to minimize the risk of price fluctuations In addition, the airline also focuses on aircraft maintenance costs to ensure safety and efficient operations.

Personnel costs account for 10-15% This cost is growing rapidly because the company is in the process of expanding its staff and improving compensation.

In addition, there are other costs such as advertising, marketing costs, etc that the company also invests heavily in to build its brand and attract customers The company also focuses on improving the quality of customer service to increase customer satisfaction High satisfaction.

I.4 Business operation overview

Bamboo Airways was established in 2017, is the first private airline in Vietnam After 7 years of development, the airline has achieved many outstanding achievements in terms of on-time flight rate, high quality aviation service, good ticket prices,

Bamboo Airways is currently operating a fleet of modern aircraft Network of more than 70 domestic and international routes The team is well-trained and professional.

Currently, Bamboo Airways offers 4 seat classes including: Bamboo Eco, Bamboo Plus, Bamboo Business and Bamboo First Class Each seat class is equipped with separate amenities and services, meeting the diverse needs of customers The airline also provides in-flight services such as drinks, snacks, personal screen entertainment, ground services such as: check-in procedures, customs clearance, security, etc The airline also provides customer support services such as consulting hotline, ticket booking service via website, applications,

As a new airline, Bamboo Airways has affirmed its position in the Vietnamese and international aviation market The airline is constantly expanding its flight network, diversifying products and services and improving service quality with the goal of becoming one of the leading airlines in the region However, Bamboo Airways is also facing difficulties due to lack of experience, limited financial resources and the impact of the

Covis-19 pandemic With the right strategies and continuous efforts, Bamboo Airways is expected to overcome these challenges easily.

II Analysis of enterprise

II.1 SWOT, current digital transformation status1.1 SWOT

1.1.1 Strengths

Bamboo Airways is the first and only airline in Vietnam to partner with BAA Training Vietnam to implement the MPL (Multi-Crew Pilot Licence) basic pilot training program, which is expected to train about 100 basic pilot trainees over three years, from 2023 to 2025.

Bamboo Airways operates a modern fleet of aircraft, including the Airbus A320, A321NEO, A322CEO These aircraft are equipped with advanced technology, guaranteeing safety, fuel saving and providing a comfortable flight experience for customers.

Bamboo Airways' quality of air service has been positively evaluated, attested by many major awards: "Best Vietnamese Airline Service", "Leading Asian Regional Airline", "Most Progressive Airline in Asia" and "Asian Best Escort", top "The best regional airline in the world and Asia"

Bamboo Airways has successfully held its position as the most timely domestic airline for five consecutive years, according to statistics from the Civil Aviation Authority of Viet Nam, from 2019 to 2023 with a timely flight rate of 92.5%, the highest in the industry.

Figure 3 On-time flight rate of Vietnam airlines in 2023

1.1.2 Weaknesses

Although officially separated from FLC, Bamboo airways has been severely affected by the FLC stock manipulation scandal: Mr Trịnh Văn Quyết decided to sell 74.8 million FLC shares but did not report, leading to his prosecution and imprisonment on charges of hiding stock information Several detention warrants and investigations on the FLC are being carried out.

Young airlines: Compared to other old airlines, Bamboo Airways is young and has little experience in the airline market.

With a small fleet, Bamboo Airways currently operates about 16 domestic and international routes, while Vietnam Airlines operates over 60 routes and Vietjet Air operates more than 150 routes This makes it difficult for the airline to expand its network and meet the growing needs of its customers.

With a relatively low market share compared to other airlines, according to the Vietnam Aviation Administration, Bamboo Airways accounted for only 4.2% in the first six months of 2023, while Vietjet Air's low cost market share has risen to the top with 44%.

Figure 4 Vietnam aviation market share

1.1.3 Opportunities

Bamboo Airways has just announced successive new staff to take key positions, such as CEO and Deputy CEO Among them, the new CEO of Bamboo Airways, Mr Lương Hoài Nam is a PhD in aviation in Russia, has more than 30 years of experience in the field of aviation - tourism, has held many managerial positions, senior executive at major airlines Reception and appointment of Mr Nguyễn Thượng Hoàng Hải, a leader with 30 years of experience in the aviation industry, who has held important positions at major airlines to the position of Deputy Director-General.

By the end of 2023, Bamboo Airways has deployed drastic solutions for comprehensive restructuring, improving business efficiency, including robust measures such as the elimination of long-haul aircraft, and the cessation of operations on regular international routes in the region This is seen as a wise step backwards, a meaningful decision to survive and unavoidable in the volatile, risky aviation market as it is today.

The aviation market has grown, with the participation of many enterprises, more open routes: in 10 years, the airline network of Viet Nam has 60 domestic routes and 130 international routes Many international organizations also assessed Vietnam's aviation

growth rate as one of the fastest growing countries in the world, when the index always reached two digits.

- Growth of the domestic tourism industry, especially during tourist times such as New Year's Eve, summer The demand for travel, mobility, accommodation is on the rise.

1.1.4 Threats

Global Economic Crisis: since the pandemic, the first signs of economic crisis gradually formed, people's tourism demand declined, resulting in a decrease in the number of customers using air services This makes it difficult for Bamboo Airways to maintain revenue and profitability.

The Russian-Ukrainian war caused higher fuel prices, resulting in higher transportation costs due to the price of gasoline, aircraft spare parts, etc Airline tickets account for 60% of the tour cost, resulting in higher tour prices, leading to a decrease in the number of tourists.

The market is highly competitive with many other long-standing airlines like Vietnam Airlines, Vietjet Air, Jetstar, Vasco while Bamboo Airways is still quite young on the racing tracks of the airlines.

1.2 Current digital transformation status

Not standing outside the flow of digital transformation trends, Bamboo Airways has soon identified digital conversion as one of its focus tasks since its inception with the pioneering goal of adopting digital technology to turn digital technology into a competitive advantage in the domestic aviation market The digital transformation of Bamboo Airways, just like other airlines, began with the revolution of electronic airline tickets on computer platforms or mobile apps, instead of paper tickets at airline ticket dealers.

Bamboo Airways is constantly looking for and cooperating with major domestic and foreign technology corporations such as: Sacombank, VnResource, Amadeus, Viettel, Touch Aero, Airfi Aero At the same time, the company continues to pioneer the adoption of digital technologies to meet the growing needs of its customers.

Bamboo Airways is developing the Bamboo airways mobile app with many handy features such as booking, online check-in, flight tracking, booking management, etc that make it easy for customers to access information and use our services The company uses IoT technology to monitor luggage, aircraft, optimize maintenance processes and improve flight safety.

On April 9, 2021, Bamboo Airways and Sacombank signed a comprehensive strategic partnership, which formed an air-bank link, making the most of the benefits of digital technology Thanks to this, customers will have the opportunity to enjoy their holidays at Bamboo Airways’ luxury resorts, while also being offered Sacombank’s products, financial services, and secure, fast payments.

Late in 2021, early in 2022, the company launched Bamboo Holidays, its own online exchange, allowing passengers the freedom to choose flight - break - play combos to suit their individual needs and preferences All products and services accompanied by the flight are transferred to the airline for sale online through e-commerce platforms.

In September 2023, Bamboo Airways, in collaboration with Amadeus, the world's leading technology partner, launched an upgradation of the Passenger Service System (PSS) to an integrated, better, more harmonized approach that is being applied to full-service airlines.Through the service touches implemented by Bamboo Airways' new PSS system, passengers experience a more smooth, faster and more efficient service before, during and after flights, familiar with flights bIt's a complex world It can be built into an experience space such as: integrated platforms including the Bamboo Airways website, Bamboo Club Foundation Information Center, the bamboo airways Mobile App, etc.; customer care services, including the ticket office, business lounge, airport procedures, technology in operation, has helped Bamboo Airways learn a lot of experience, transforming technology into a competitive advantage.

However, in the face of today's fierce competition, Bamboo Airways needs to introduce more strategic technology applications into its operational processes in order to stand firm in the fierce competition that we have today.

II.2 Competitors analysis, especially in digital transformation

With Bamboo Airways, digital transformation has been identified as one of the strategic goals since the airline's early days Nowadays, there is a robust and extensive digital transformation in all of Bamboo Airways' operations, starting with the revolution of electronic airline tickets on computer platforms or mobile apps instead of paper airline ticket sales at airline bookmakers In addition, the company is now investing in applying Big Data, AI, and Machine Learning technologies to collect and analyze customer data Bamboo Airways sets a pioneering goal of adopting new technologies, turning technology into a competitive advantage and becoming a technology leader in Vietnam as well as in the region.

Especially in late 2019, early 2020, the Covid-19 pandemic is taking place as a leap for technology to become a vital factor inining business and consumer growth Types of technology, virtual health, and online consumption are on the rise, when safety and limiting exposure are top priorities, domestic and foreign airlines are in serious crisis So, in order to stand on the aviation market, airlines have to come up with innovative solutions to cut costs with modern technologies So the issue of digital conversion is vital and vital for airlines.

According to the International Air Transport Association (IATA), the ambition and vision of the aviation industry is to have 100% digital airlines by 2030 And the digital transformation trend of airlines is to focus on areas such as customer-centric, technology and data exploitation to transform flexible and sustainable operations, and expanding an open data ecosystem These trends are aimed at changing customer experiences, improving operational efficiency and helping find new business models.

Vietnam Airlines - Vietnam's national airline, under Vietnam Airlines Corporation, is the oldest, largest and most reputable airline in Southeast Asia in general and Vietnam in particular It's one of the leading airlines in applying digital transformation, orientation, and built-in development in all three aspects of digital technology, digital data, and digital culture.

Vietnam Airlines' digital transformation journey began with the "revolution" of e-ticket flights more than a decade ago and has developed an online booking system on its website and Vietnam Airlines mobile app, making it easy for customers to book and pay anytime, anywhere According to the airline's data, online booking accounts for more than

paper-to-70% of all airline ticket sales Digital conversion partnership with FPT, Viettel Group, Saigon Aviation Services (SASCO), Big Data Technology Vietnam (VinBigData), Vietnam Postal Telecommunications Corporation (VNPT), In addition, the company continues to boost investment in infrastructure, engineering, and has also invested in the world's leading advanced technologies such as AMASIS System, DC Check-in System, PSS Sabre System, and YMS System.

Vietnam Airlines has adopted an advanced passenger management system (PMS), which helps to automate business processes such as check-in, luggage management, flight status tracking, etc This saves time and costs for both the company and customers The company applies high-tech solutions to flight operations such as FMS, aircraft maintenance system (MRO), to help optimize flight schedules, minimize technical failures and improve flight safety.

Since December 1, 2023, Vietnam Airlines has deployed a new Check-in service through RBM (Rich Business Message) to fully proactively make any check-in at any time within 24 hours before departure without remembering and entering a booking code RBM helps reduce the load on the deck procedures, reduces the passenger density at the station, increases the speed and effectiveness of media and advertising operations along with simple, easy-to-understand operations, suitable for all classes and ages.

Without stopping there, Vietnam Airlines builds a multi-channel customer service system, combining websites, mobile apps, telephone stations, emails, etc., making it easy for customers to contact and get support when needed Since December 1999, Vietnam Airlines has been implementing the Lotusmiles Customer Care program, offering many incentives to customers who regularly use the airline's services From there, Vietnam Airlines customers can easily book tickets, check-in online, manage luggage, track flight status, etc through their website and mobile app The company also regularly launched promotions, attractive offers, and attracted customers According to a survey conducted by Vietnam Airlines, the customer satisfaction rate reached 92%.

As a national airline with a long history of formation, Vietnam Airlines has achieved many achievements in transforming digital, technology applications into business operations Thanks to this, the company has improved operational efficiency, improved customer

experience and enhanced competitiveness Vietnam Airlines is one of the leading airlines in digital conversion in Vietnam and a model for other business learning.

Vietjet Air - a not too strange name in Vietnamese aviation with the brand name "low cost" and now holds the highest market share of other airlines, it is one of the pioneers in applying digital conversion into its operations.

In Vietnam, Vietjet Air has been applying AI technology to its service delivery operations Vietjet Air's digitization began with the conversion of paper air tickets to electronic air tickets, selling tickets online through platforms on mobile apps On Vietjet's website, it uses Amy Robot to provide customer questions about flight-related issues such as booking, check-in, payment instructions, seat management, schedule changes and refunds, etc.Vietjet and Lufthansa Technik have signed a partnership to deploy AVIATAR's Electronic Technical Logbook application to make technical data management, coordination between the fleet and the airline's technical maintenance team more smooth and efficient At the same time, on May 17, 2023, representatives of Vietjet leadership signed a memorandum of cooperation to deploy the Skywise solution application Accordingly, Vietjet will apply the Skywise Health Monitoring (SHM) solution as the main tool to measure future fleet performance after a comprehensive evaluation process, thereby enhancing maintenance efficiency, ensuring fleet operational reliability at the highest level.

With the orientation of an airline that supplies consumer goods on an e-commerce platform, Vietjet Air also focuses on investing in the adoption of digital transformation in the online sale of products or services accompanied by flights such as: luggage, food, souvenirs, airport shuttle service and insurance, etc This will allow customers to be comfortable and proactive in choosing the services they need instead of paying extra for services they do not use.

Currently, only about 18% of customers choose the traditional form of check-in, while the rest tend to want to check in online to ensure convenience and save time Therefore, Vietjet Air has adopted a way for customers to check in via app or check-in at the airport kiosk, which is expected to be available to all airlines in the future.

Being a low cost airline combined with the adoption of a business strategy associated with digital applications has helped Vietjet Air to raise service levels and enhance customer experience through personalized services, thereby attracting a significant number of customers and delivering sustainable operating results This is a solid buffer for Vietjet Air to open up projects for the digital age of the future, while also helping the company to maintain its position in the fierce competitive market.

To succeed in a highly competitive market like this, Bamboo Airways also needs to quickly come up with digital transformation solutions, learn from competitors, and develop its own advantages to build a competitive position, because digitization is a global common path, a revolution that doesn't stop and only those companies that have good service and customer satisfaction can continue to survive and grow in the airline market.

II.3 Solutions/ Recommendations

Most airlines today are focusing heavily on improving customer experience, putting people at the forefront Although a newcomer in the aviation industry, Bamboo Airways has been voted the best-served airline with 36,000 absolutely safe flights, 1,300 agencies across the country and the highest 95.9% average timing rate in the industry Not only that, with the advantage that the airline was born in a phase of technological development, Bamboo Airways can refer to successful experiences to easily upgrade the technology in its operations in a faster, more advantageous way However, there are many realities that reflect imperfections in the passenger experience on flights From the exhausting long check-in procedure, besides the constant competition from other airlines in the process of changing numbers as it is now Along with the challenges of restructuring, such as limited aircraft and routes, low revenue, low profits and rising fuel prices in the face of the global economic crisis To address these challenges and improve the passenger experience to increase market share, a number of measures should be adopted as follows:

3.1 Solution 1: Applying Big Data and AI to enhance customer experience

Most airlines are facing the so-called “Lost-of-Chance”, in which the majority of passengers in which the majority of passengers are infrequent flyers and often book tickets through online travel agents (OTAs) or in groups This has created a challenge in collecting customer data for airlines, leading to their inability to understand the needs and wishes of

passengers This unusual flight experience leads customers to continue to book through third parties to get the cheapest price instead of booking directly with an airline, and again, airlines continue to have trouble collecting customer data For example, business passengers are the primary users of the mobile app, but most airlines do not provide the specific requirements of these highly valued customers, such as helping them quickly leave the airport and easily connect flights.

Figure 5 The cycle of lost opportunities

Figure 6 What do customers need?

Therefore, in order to implement digital transformation to improve the business model, special emphasis is needed on personalizing the customer experience, so there are specific methods and ways to collect data so that there is a full understanding of customer behavior and preferences to give the customer the best experience.

3.1.1 Create an individual login interface and customer profile:

A website that requires a personal login and a customer profile when booking a flight is a great place for airlines to minimize passenger information Currently, the only information most airline websites ask for is names, emails, phone numbers, passport numbers, and meals This information is not enough to build a full picture of our customers, no matter how many times they fly with the airline.

Creating a personal login and customer profile is an important way for airlines to collect customer data optimally Through this interface, customers can create and manage their personal accounts, providing their own personal information and preferences The airline

must require customers to log in to experience all the benefits of the system Personal profiles can include information such as email addresses, telephone numbers, past travel information, seat preferences, favorite food, or even passport information.

This interface model provides an opportunity for customers to freely share information comfortably and control privacy The airline may use information from customer profiles to create offers, customized solutions and personalized notices Through consensus and information provision, customers can get personalized flight experiences and easily manage their flights from logging into the system.

With this solution, Bamboo Airways should adopt Big Data analysis To do this, the company should consider applying Cloud Computing to analyze Big Data, from structured to unstructured data These can be passenger data, market trends, business ticket performance, etc The use of cloud computing makes business Big Data analysis simple, useful and costly Here, Big Data is used to predict passenger behavior, predicting who is more likely to enjoy the flight experience at Bamboo Airways This will enable you to optimize your experience and significantly increase your loyalty to the company in the future.

3.1.2 Implement Chatbot

With customers’ increasing demands for the aviation industry over the years, Bamboo airways has to find a solution that meets those demands, and the chatbot has emerged as the most suitable way to advise customers about their services, thus providing suggestions that are tailored to their needs In addition, Bamboo Airways can use AI to respond to user questions and requests as soon as possible to increase customer satisfaction and shorten response times.

With the chatbot, the company can use the application to collect data from users in the aviation industry today:

1 Ticket and reservation process: Chatbots can interact with customers to support the ticket and booking process In the process, chatbots can collect essential information about passengers such as names, contact information, seat choices, and special requests.

2 Exchange flight-related information: Chatbots can provide scheduled, take-off and landing information, as well as weather and destination information to customers During the chat, the chatbot can automatically record customer requests and priorities.

3 Customer support throughout the journey: Chatbots can provide continuous support to customers throughout the trip, from notifying changes to schedules, providing guidance on airport procedures, to providing information about services and amenities at the destination.

4 Post-Flight Feedback: Chatbots can send out post-flight surveys to collect feedback and feedback from customers about their experiences This helps airlines understand their strengths and weaknesses in improving service.

From there, personalizing the customer experience by taking advantage of passenger history and preferences will be easier and more beneficial, keeping customers on track much more efficient Because the flight experience is not just a journey from point A to point B, but a journey that carries a series of emotions, memories and special expectations of each passenger.

Taking advantage of travel history data and passenger personal preferences is a smart step towards better understanding the wishes and needs of individual customers The use of advanced data analytics makes it easy to identify passenger preferences, interests, and individual preferences for entertainment, food, beverages and services at destination In this way, the airline can customize the experience to each customer in a subtle way, creating unique connectivity and interaction that hardly any other carrier can.

By providing a personal login interface on the seat screen, the airline not only creates a personalized flight style, but also helps create a private space for passengers No longer homogeneous and boring experiences, each passenger will have the opportunity to experience exclusive entertainment based on their own preferences Passengers can choose from lists of movies, TV shows, music, books, and even recommended dishes based on previously analyzed preference data This not only brings comfort, it also brings excitement and deep connection between the company and the passengers.

3.1.3 Implement biometric technology to improve passenger procedures

This not only creates a better customer experience, but also significantly improves the implementation of procedures, helping passengers avoid the difficulties and annoyances that often occur at airports Integrating biometric prints or facial recognition technology into check-in, security checks and baggage delivery offers many important benefits.

One of the common problems that passengers often face when arriving at the airport is long queues and complicated procedures The use of biometric technology helps eliminate or mitigate this condition Instead of waiting in line, passengers can use their fingers or their faces to make their check-in and security checks quickly and effectively This not only saves time for passengers but also creates an enjoyable and comfortable experience in the process of performing procedures.

In addition, the use of biometric technology also provides maximum convenience for passengers If you do not wish to bring a paper ticket or boarding card, the passenger will only need to use fingerprints or facial recognition to verify his or her identity and perform procedures Increased security is also an important advantage of the technology, which allows passengers to feel safe and secure throughout the flight.

3.2 Solution 2: Electronic Flight Assistant Applications in Operations and Management Models

In today's digital world, pilots need to consult multiple sources of information to prepare and execute each mission A wide range of applications serve different needs, but when not integrated, operational tasks become complex and time-consuming.

Pilots analyze information such as mission management, data, flight documentation, cabin checklists, navigation charts, real-time weather conditions, aircraft performance data, and airport maps Information can be in paper or digital form, coming from different applications This complicates and creates unnecessary high workloads for pilots who frequently have to transfer data from one source to another, creating the risk of improper copying and their errors.

Electronic Flight Assistant (EFA) is a state-of-the-art technology system integrated on mobile devices that helps optimize the work of flight attendants, contributing to improved operational efficiency and customer experience for airlines The system integrates flight

management data and documentation, cabin checklists, airport navigation charts and maps, real-time weather conditions, aircraft performance data, helps crew and management make quick and accurate data-based decisions, Electronic Flight Assistant also has predictability and response to unexpected situations, helps optimize flight routes, manages technical status, and improves airline operational performance.

EFA collects all the necessary information into a single application based on a central map display, ensuring a seamless experience1 Information is organized around the needs of the pilot at each stage of the operational process to allow easy access to information and increase situation awareness for quick decision-making The new platform adapts to the operational context of each flight, bringing accurate information at the right time This reduces the number of data entries and improves efficiency Pilots' workloads are reduced so they can concentrate more on operating flights.

Figure 7 Electronic Flight Assistant (EFA) in the aviation field

The application of Electronic Flight Assistant to digital conversion in Bamboo Airways' business model can be achieved by following ways to optimize operations as well as save time during flights, thereby saving fuel and optimizing revenue.