The order fulfilment process is complex, especially in today's world, where customers expect accuracy and an excellent customer experience. Therefore, airlines use several systems for the order fulfilment process.

Efficient order fulfilment is key to generating profit, promoting brand reputation, and retaining customers. One tool used to achieve this is an Offer and Order Management System (OMS). An OMS integrates with other systems to meet customer expectations. The most common and vital integration is between OMS and a Passenger Service System (PSS).

Clearly understanding the role of these systems can greatly help airlines improve their ability to retail, said Anders Lofgren (Co-founder & CEO Retailaer). This article explains how a strong connection between an OMS and PSS can help streamline the airline order fulfilment process and grow customer loyalty.

What is an OMS?

Anders Lofgren describes that the OMS provides airline retailers with a centralised hub for managing Offers and Orders across channels. It captures Orders from multiple sales channels, connects with airline partners and then connects to other internal platforms to ensure that the customers can purchase their products efficiently and accurately.

The OMS is the part of the Order life cycle management that focuses on customer order execution. This includes shopping services, platform integration, and managing multiple payment gateways. It allows you to integrate your consumer portal, agency direct connect, corporate direct channel, call centre portal and much more.

Benefits of an OMS

Today customers expect a seamless and consistent experience from airline brands and other retailers. Creating an excellent customer experience is crucial for travel retailers as 92% of buyers say they will abandon a brand if they have a negative customer experience and statisctics show that omnichannel customers have a 30% higher lifetime value than the average customer.

An OMS helps airline retailers to meet these demands by ensuring accurate Order tracking. The primary function of an OMS is to help airline retailers keep precise records of Orders throughout the Order life cycle. This software solution provides a scalable approach to tracking of omnichannel orders, resulting in correct delivery and greater customer satisfaction.

What is a PSS?

A Passenger Service System (PSS) is a system combined of many services that enables an airline to efficiently manage their operations. Besides the operations it also manages the airlines “warehouse”, the inventory, records like the PNRs and traveller documents such as e-tickets and EMDs. It has rigorous processes and procedures in place and warrants secure operations.

PSS is a system designed to control and administer procedures and ensuring optimised processes. Additionally, a PSS gives airlines visibility into their inventory, including access to partner airlines.

Benefits of a PSS

The primary purpose of a PSS is to ensure that airlines meet high safety, punctuality, and reliability standards. Further, it guarantees that the airline travellers receive the correct fare and service on own and partner operated flights. Some of the main features of a PSS are:

• Efficient airline operations
• Securing and sharing inventory
• Detailed information about scheduled flights

So how does OMS and PSS best work together?

Traditionally, airlines are focused on the operations and have shaped their organisations after their PSS structure. It has also effectively locked in its commercial aspects into the very same operational system. Anders Lofgren says, implementing an OMS on top of the airline PSS will not only secure the operations of the airline but also unlock the commercial opportunities that the OMS provides.

Regardless of the sales channel, Offers and Orders can be managed easily. The OMS ensures that all documents that the PSS requires for operational purposes are recorded. In addition, it allows incorporation of airline partners’ products and services to create a seamless customer experience.

The OMS reduces the dependency on the PSS and allows for airlines to retail and with that the ability to innovate and experiment, says Anders Lofgren. You can literally introduce new products in hours. The OMS enables you to sell any content you wish to retail and control your channels. The main advantage of the OMS is that the orders “live forever” and coupled with CRM becomes very powerful.

In summary, think of the OMS as the orchestrator, the hub or the glue that bring all the commercial applications together and think of the PSS as the components of the machinery that you need for airline operations.

Key take aways

• OMS provides airlines with the ability to efficiently managing offers and orders across multiple channels
• PSS controls the inventory and secures the airline operation
• By integrating OMS on top of a PSS airlines can effectively Retail while ensuring safe operations
• Retailaer OMS enables airlines to retail with multiple partners and payment alternatives using an omni-channel approach that enables a single source of truth for Offers and Orders