Case History – ASAP Airline Passenger Reservations System
Continental Airlines; Houston, Texas, USA
Contact:
Deborah Tholen, Vice President, Flight Operations.
Business Type:
International Airline in USA.
Previous Training Program:
Sonic System Training.
Client Scenario:
Continental designed a new reservations system in 1997 called “ASAP”. CA had to rapidly retrain 2,400 ticket agents, reservation agents and gate agents to switch to the new system within 60 days after introduction. The ASAP Course goals were:
- Increase ticket agents acceptance of new system
- Increase the competency and efficiency of ticket agents using new system
- Increase check-in rate without increasing ticketing mistakes.
System Implemented:
ICAL established an ICAL Innovation Institute to train Continental employees to design courses in several key business sectors. ICAL also trained a national Continental team of trainers to deliver these initiatives.
Accomplishments:
ICAL worked with a team of Continental SME’s to create the 5-day ASAP Reservations Course. ICAL also trained a team of trainers to deliver the training at each station. The goal of switching to the ASAP System within 60 days while simultaneously increasing productivity was achieved. The Kirkpatrick outcomes are below:
Satisfaction:
- Positive word of mouth
- Zero dropouts
- 100 % adoption of new system
Knowledge:
- Increased passenger check in rate
- Increased accuracy
- Increased excess bags identified
Application:
- Increased use of system
- Faster customer processing
- Decreased ticketing errors
Return on Investment:
- Increased customer retention
- Decreased international fines
- Increased profitability per station
- Course investment: $210,000 for 2,400 employees over 60 days
- Additional Revenues attributed to rapid course adoption: $575,000 from excess baggage and reduced Visa fines
- Return on Investment: 274% in the first 12 months after adoption.
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