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 together with airline cross-disciplinary practicioners can demonstrate the benefits of their service, not just the product, seen through the eyes
of top executives.
In the airline industry it can be done by introducing
the human/machine interface that connects the disconnected parts of
organisation when needed to address the systemic origins of burning operational problems. Enabling C-suite executives to visualise the cross-functional pain points creates an opportunity to initiate collective actions aimed at aligning strategic decisions with operational reality.
