Manual Processes. Fragmented Data.
HAS receives hundreds of daily interactions from passengers, compliments, complaints, media requests, safety reports, and more. But prior to this engagement, all of those interactions funneled through a single, undifferentiated web form.
The result was a time-consuming, error-prone manual process: staff reviewed every submission individually, then forwarded it by hand to the appropriate department. This created administrative overhead, delayed response times, and left leadership without clear visibility into service volume or trends.
At the same time, HAS’s marketing efforts operated in isolation, with no personalization, no behavioral segmentation, and no connection to the service data being generated every day.
Key Pain Points:
- One staric form for all inquiry types, no structure, no automatic routing
- Manual triage required staff to read, interpret, and forward every submission
- Fragmented data: parking reservations, loyalty program records, and CRM lived in separate systems
- No centralized traveler profile to support either service or marketing
- Marketing outreach was broad, static, and not informed by traveler behavior
