There are so many brilliant books and articles about the benefits of digitalisation and new technologies explained persuasively by technology experts and consultants. And yet, organisations supposed to gain from these benefits remain mostly unresponsive. Why? Because, in most cases, what is on offer is seen through the eyes of external providers of technology solutions.
What is missing is to get into the shoes of those responsible for airline overall performance, those who need to understand the real benefits that new technology can bring to their organisation, and ultimately to figure out if the required investment can justify their decision.
Things can significantly change if providers of new technology can demonstrate the benefits of their product seen through the eyes of C-level executives. In airline industry it can be done by introducing the simple human/machine interface that connects the disconnected parts of organisation when it matters and translates the consequences and true causes of strategic pain points manifested through operational disruptions to the C-suite.