proposition that we offer our customers as part of our overall transformation roadmap .” Then EL AL considers its digital platforms , which includes not only upgrading its digital channels but also transforming the way the company thinks of and develops these channels , moving from “ a project view of the world to a product view of the world ” with the aspiration of operating like a “ native digital player ”. The last value multiplier is leveraging data and advanced analytics , which Markovitch says is essentially managing data as an asset , embedding data-driven tools into every decision the business makes , and using insights to increase profitability .

These capabilities work together to deliver innovative digital products to EL AL ’ s customers . For example , customer research showed that one of the pains for customers traveling abroad is the cost of a taxi to the airport . As a response EL AL developed an innovative digital platform called “ Taxi Pool ”. This is one of the first services of its kind , designed to facilitate sharing taxis for customers who travel from the airport to the same hotel or hotels in close proximity . The system connects people who are taking the same flight , matching up groups who can pool a taxi to save money . This service is provided by EL AL to customers all over the world , no matter what airline they are using .

These capabilities are further accelerated by implementing start-up technology solutions . One example is a hybrid chatbot EL AL launched to assist customers , which can be accessed through WhatsApp or Facebook Messenger . The hybrid bot mixes state of the art AI with human support . Should the bot be unable to provide a solution to the customer ,

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