Right up there with owning a Panamera is flying first class on Etihad Airways. You know one of those posh cabins that’s larger than most micro-apartments in San Francisco. The ones with the personal living room couch that Nicole Kidman coyly lounges on. And the chauffeur who will pick you up to take you to the airport. All part of what they call a “remarkable experience.”

It’s hard to imagine there’s much room for improvement in an Etihad Airways experience. But there is: they realized that the overall experience begins far before a trip even occurs…at the moment of a website visit.

It’s the digital guest experience, spanning such things as making and changing reservations, all through an interface that’s as easy to navigate on a mobile device as it is on a desktop. It’s about letting flyers select flight preferences in advance, helping the airline offer more choices with less inventory. It’s giving flight attendants the power to know exactly how you prefer to interact, whether you want to sleep through the ice cream sundae or eat two portions.

That’s why it’s such an enormous honor to have Etihad Airways choose Cognizant, in partnership with Razorfish, to envision and build out their digital guest experience strategy. Call it digital-as-a-service.

Read more here.

Irene Sandler

Irene Sandler

Irene Sandler leads marketing for Cognizant’s Emerging Business Accelerator and Cognizant Digital Works. She’s based out of leafy Portland, Oregon.