Frontier Airlines improves the flying experience with Oracle Marketing Cloud

As one of the leading low-cost airlines in the United States, Frontier Airlines strives to make every passenger’s experience easy, affordable, and enjoyable. The company’s mission is to provide affordable travel across America, making it more accessible and opening up the skies for everyone.

Frontier needed to find a better way to manage customer communication. The airline’s core reservation system holds vast amounts of customer data that needs to be stored, accessed, and enriched efficiently to enable strong communication. However, making connections between those data points and piecing together the customer journey was a time-consuming process.

As a customer-centric organization, the company needed clear, fast, and informative communication to make the lives of every traveler easier. The company sought streamlined messaging, from triggering preflight emails once a flight was booked to sending check-in information, cancellations, and more.

Another focus area was making messaging more personalized. Frontier wanted to offer deals and promotions to potential customers based on their location and history. The hope was that this enhanced targeting would ultimately spur more ticket sales and memberships, thus reinforcing brand loyalty.

When assessing cloud solutions to meet its needs, Frontier Airlines looked for a system that could handle a massive amount data while enabling future evolution for the business. Ultimately, the company selected Oracle Responsys Campaign Management and Oracle Infinity Behavioral Intelligence, both part of Oracle Marketing, for their ability to manage communication channels and personalize messaging. Being able to integrate with different data sources and platforms was a key driver behind selecting Oracle Responsys. The power to enrich the company’s quantity of data and trigger communication to customers across multiple channels was a standout feature. Frontier also recognized the strength of Oracle Infinity to generate insights about customers to improve their overall travel experience.

In addition, the self-service capabilities of both applications supported the company’s business model, allowing for greater flexibility and faster rollouts of additional services to support customer needs.

With the help of Oracle Responsys Campaign Management and Oracle Infinity Behavioral Intelligence, Frontier Airlines made more sense of its data and used it to improve customer communication and personalization. The flexibility of the applications to self-serve and build connections to core data made it easier to manage audiences, pull in additional data sources across the business, and add new touchpoints.

The growth in the number of touchpoints was exponential from day one. Sending preflight details to first-time fliers and personalized messaging based on booking history are examples of the new ways the airline can interact with customers, reduce stress for travelers, and improve the customer experience.

Oracle Responsys allowed Frontier to launch more campaigns and build out the customer journey. From pre-purchase to preflight and beyond, the company was able to piece together key milestones to create a single, seamless experience catered to the individual.

After the implementation of Oracle Marketing, faster, more personalized communication was another major benefit. Using Oracle’s automation to rapidly trigger communication to a customer saved the company time and made the customers’ travel experience much smoother.

The combination of speed and new types of personalized messaging proved to be powerful assets, especially during the pandemic. Having a clear communication strategy was necessary to inform travelers of safety procedures and other important updates as the public health climate changed. Moreover, having an omnichannel approach with email, SMS, and push notifications that was highly personalized not only created more touchpoints but reinforced messaging that helped build loyalty.

With a more pliable marketing tech stack, users can almost act as platform developers with the freedom to create functionalities that were unique to Frontier. Visually mapping customer journeys with a simple, intuitive user interface also helped users think of new ways to improve the customer experience and made training and onboarding new employees easier.

The prebuilt audience segments were simple but effective, allowing the marketing team to turn on and test segments against each other to measure engagement, which helped to optimize campaigns to create the most impact.