Air Canada is an early arrival in providing the next generation of self-service solutions.

Published on 18 Jun 2008

By redefining self-service, we’re giving our customers more control and–by improving cost and efficiency–we’re keeping our fares low and competitive. IBM’s products and common vision have given us a solid foundation at every step.

Patrice Ouellette, director, Customer Service Platform, Air Canada

Air Canada

Travel & Transportation

Deployment country


Air Canada is Canada’s largest airline, and the world’s 14th largest airline, serving 29 million passengers yearly. Headquartered in Montréal, Air Canada provides scheduled and charter air transportation for passengers and cargo to more than 150 destinations, as well as maintenance, ground handling and training services to other airlines. The airline operates an average of 1,300 scheduled flights daily and employs approximately 30,000 people worldwide.

Business need
Forced to restructure, Air Canada realized it needed to change some of the most fundamental parts of its business. The guiding principle of this transformation was the need for maximum customer choice. Air Canada saw self-service as the linchpin of its new business strategy.

Air Canada teamed with IBM to put in place a series of industry firsts in the area of self-service. Underlying these developments is a forward-thinking infrastructure and kiosk strategy that gives unparalleled operational flexibility and lower operational costs.

• Improved customer satisfaction by giving more options and control to the customer • Lower customer service costs through process automation • Higher customer retention rates • Faster time to market with new services through a more flexible self-service platform • Lower IT and support costs by virtue of thin client kiosks and standardized backend across all channels


IBM products and services that were used in this case study.

IBM Global Business Services

Customer Relationship Management, , Enabling Business Flexibility, Smarter Planet, Transforming Business

Legal information


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