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Features


GENERATIVE AI TAKES EMPLOYEE EXPERIENCE AT DELTA AIR LINES TO NEW HEIGHTS

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Feature
by Susan Galer
September 6, 2023

Flying people to their destination as promised is table stakes for what Delta
Air Lines calls the company’s “virtuous circle” between customers, employees,
and shareholders.

Now the organization is expanding its strategy to create a digital virtuous
circle founded on a simple principle: the only way to deliver a seamless,
personalized customer experience is to do the same for employees. It’s designed
to provide artificial intelligence (AI)-based training and career development at
the precise intersection of customer expectations and employee skills and
aspirations.

“Using technology and empirical evidence, we can provide a positive,
personalized employee experience that motivates people to deliver that little
extra effort, going above and beyond for the benefit of our customers,” said Tim
Gregory, managing director of HR Innovation and Workforce Technology at Delta
Air Lines. “If you do well by your people, they will do well by customers. This
is the cornerstone of our skills-based organization.”


GENERATIVE AI TO HELP CUSTOMERS AND EMPLOYEES

Read more news and coverage from SAP Sapphire
Learn more

Speaking at this year’s SAP Sapphire & ASUG Annual Conference Orlando, Gregory
said that Delta Air Lines is developing a generative AI proof of concept slated
to automatically transform generic skill descriptions into more accurate
capabilities that reflect the job’s requirements based on real-world, updated
employee and customer data in context.

“We want to include the concept of intuitive reinforcement learning from human
feedback (RLHF) that allows the hiring manager to provide feedback to the
machine, going beyond just fine-tuning,” he said. “That way, our employee’s time
goes towards benefiting our customers and achieving our business goals.”

Here are highlights from Gregory’s presentation where he shared how Delta Air
Lines was investing in the company’s employee experience to the delight of
customers and for the organization’s competitive advantage.


LINKING CX TO EX GENERATES CUSTOMER-CENTRIC BUSINESS RESULTS

According to Gregory, research found that skills-based organizations were 107%
more likely to place talent effectively and 98% likelier to retain
high-performing talent and have a reputation as a great place to grow and
develop. It’s impossible to argue with the strong business results of Delta’s
strategy that links the customer and employee experience. Forbes ranked Delta
the sixth best employer in the world. The airline is No.1 in on-time arrivals
and a trusted consumer brand.

Just as data reveals what matters to customers most, so does it surface insights
to help Delta create a positive employee experience, whether someone was just
hired or has ambitions to move up in the organization. For example, Delta has
already exceeded one of its objectives to fill 25% of corporate and management
positions with people who are currently in customer-facing roles.

“Delta people are highly diverse with many kinds of backgrounds, educational
levels, and capabilities,” said Gregory. “Bringing our frontline employees into
management makes solid business sense because they have a customer-centric
perspective that they’ll incorporate into their managerial role. That will
enable us to have a strategic direction focused on our customers. These folks
can leverage their existing knowledge so that the learning curve and time to
productivity is lower than if we were to hire externally. It’s more
cost-effective to move someone up through the organization, and it gives us a
deep bench of talent for succession planning.”

Gregory added that 90% of non-executive management roles at Delta Air Lines no
longer require a college degree.

At SAP, relevant, reliable, and responsible AI is built into HXM solutions
Learn more


CAREER PATH INTELLIGENCE WITH SAP SUCCESSFACTORS

To help employees move from an hourly, customer-facing role to the salaried
corporate position of their dreams, Delta Air Lines is building a dynamic,
skills-based experience for continuous employee learning using the talent
intelligence hub in SAP SuccessFactors solutions. Individual employees have a
growth portfolio, which is a profile that includes their current skills and
competencies mapped to formal and informal learning opportunities within and
outside the organization, some recommended by AI-based algorithms. 

“We are incorporating disruptive technologies like our AI-driven skills ontology
that automatically incorporates industry trends with embedded intelligence,”
said Gregory. “We can say which skills are most important to Delta Air Lines and
the employee can easily combine those with their current capabilities, strengths
and styles, and aspirations to create a personal career path. All of the content
is based on Delta-specific skills and personalized to each employee’s career
goals.”


HOW TO BUILD A MODERN, SKILLS-BASED ORGANIZATION

Centralizing employee profiles with opportunities to learn and collaborate on
one intelligent platform provides Delta’s employees with development paths that
reflect the organization’s business strategy. 

“We’ve taken our approach to customer experience and applied it to the employee
experience, building a modern, skills-based organization,” said Gregory. “Our
digital virtuous circle means that we invest in our employees, the employees
invest in our customers, our customers invest in us by choosing Delta Air Lines,
and our shareholders keep investing in us to keep the whole flywheel turning.”

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Susan Galer is a communications director at SAP. Follow me @smgaler.

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Tags: AIArtificial IntelligenceCustomer ExperienceCustomer StoryEmployee
ExperienceHRSAP SuccessFactorsTransportation


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