Continental Airlines Flies High with Real-time Business Intelligence Ron Anderson-Lehman Staff Vice President, Technology Continental Airlines Houston, Texas Phone: (713) 324-2326 Email:
[email protected] Hugh J. Watson* Terry College of Business University of Georgia Athens, Georgia 30602 Phone: (706) 542-3744 Fax: (706) 542-3743 Email:
[email protected] Barbara H. Wixom McIntire School of Commerce University of Virginia Charlottesville, Virginia Phone: (434) 924-8981 Fax: (434) 924-7074 Email:
[email protected] Jeffrey A. Hoffer School of Business Administration University of Dayton Dayton, Ohio Phone: (937) 229-2268 Fax: (937) 229-1030 Email:
[email protected] * Contact person We would like to thank the entire data warehouse team at Continental Airlines for their help with this paper. We would like to give special thanks to Anne Marie Reynolds, Luisa Chong, Saleem Hussaini, and Carlos Ibarra for their comments and suggestions during the revision process. 1 Continental Airlines Flies High with Real-time Business Intelligence Introduction Real-time business intelligence (BI) is taking Continental Airlines to new heights. Powered by a real-time or “active” data warehouse, the company has dramatically changed all aspects of its business, resulting in industry-leading customer service and generating considerable financial “lift.” Continental’s president and COO, Larry Kellner, describes the impact of real-time BI in the following way: “Real-time BI is critical to the accomplishment of our business strategy and has created significant business benefits." Some of the ways that Continental is using and benefiting from real-time BI include: • Flight attendants, gate agents, and all “customer-facing” employees know at all times who Continental’s high-value customers are, and they provide outstanding service to these customers, contributing to Continental’s track record of being the most admired US airline for quality and customer service.