In a fireside chat at ET CX Annual Symposium 2025, Rajesh Dogra, chief customer experience officer, Air India, emphasised the use of data and machine learning to optimise operations, including appointment scheduling and resource allocation. He also detailed Air India’s significant investments in new aircraft, IT systems and customer-centric initiatives, aiming to enhance the overall customer experience. The session was chaired by Shantheri Mallaya, editor, ETCIO and ETCISO.
Speaking about the challenges and transformation of passport services in India, Dogra credited the National e-Governance Program, which led to the reimagination of the passport system.
“The transformation involved redesigning the application process, website, mobile app and physical infrastructure,” he said.
Dogra explained the extensive use of data analysis and machine learning to manage the passport services. “The team used data mining and machine learning to predict demand, manage human resources and schedule appointments,” he added.
Dogra emphasised the importance of data in managing the passport services and achieving significant improvements.
Sharing Air India’s customer experience strategy, Dogra discussed the challenges faced in transforming Air India’s customer experience, similar to the passport services transformation.
He highlighted the need to build a new system with a website and app to ensure data access. Dogra emphasised the importance of customer experience in every aspect of the airline’s operations, from check-in to boarding.
Dogra emphasised the importance of understanding customer needs and preferences through data analysis. He discussed the use of data to improve check-in processes, boarding and other customer interactions.
Dogra highlighted the importance of making the check-in process seamless and inclusive, using digital registration and self-service machines.
Dogra shared various initiatives at Air India to enhance customer experience, including live rooms and checking in to boarding. “The airline works with partners to develop services and improve the overall customer experience,” he added.
Dogra discussed the importance of data analytics in managing the customer experience and ensuring efficiency. He said, “The airline aims to provide a seamless and enjoyable experience for all customers, focusing on both short and long-haul flights.”
Dogra concluded the session by highlighting the airline’s vision to lead in customer experience and satisfaction. He emphasised the importance of continuous improvement and innovation in achieving this vision.
