IBM | Using The Cloud and Machine Learning To Enhance Customer Experience


IBM | Using The Cloud and Machine Learning To Enhance Customer Experience

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Customer experience is a key competitive differentiator for airlines, and increasingly depends on digital channels. How could American Airlines meet its customers’ appetite for instant information and services?

Within this specific case study, the customer was American Airlines; however, the applications of the paper go well beyond one customer.  The study can be of use to all those in the aerospace and mobility industry. 

Working with IBM to migrate some of their key legacy customer-facing applications to VMware HCX on IBM Cloud, while simultaneously transforming them to a cloud-native based microservices architecture is enabling the world's largest airline to innovate faster in response to changing customer needs.


Migrate: IBM’s comprehensive proposal addressed American’s immediate and long term operational concerns through a seamless migration of on-premise servers to IBM Cloud’s Infrastructure as a Service with VMware Cloud Foundation solution.

Transform: IBM also proposed to accelerate the transformation of American’s application development, organization and skills, based on its IBM Cloud Garage Method. As IBM and American jointly developed the new cloud-native apps in Cloud Foundry on IBM Public Cloud Platform as a Service, the old components would be retired.

Operate: The solution brings operations into the development squads, and leverages IBM’s Cloud Solutions Operations Center to provide 24-hour application support and management services, with the IBM team located both onsite at American’s location and at an IBM off-shore location.


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