CyberSource, a Visa Inc. company and one of the world’s largest providers of eCommerce payment management services, today announced a collaboration with China Southern Airlines Corporation Limited (China Southern), the largest airline in Asia in terms of fleet size. This agreement will enable China Southern to provide its customers with a streamlined online payment experience, and in turn help grow its eCommerce business.
Understanding that the customer experience was key in differentiating themselves from the competition, China Southern looked to provide their customers with a simple and secure experience online. Catering to each customer’s preference to enhance customer satisfaction would be the strategy to develop a thriving online business, and in turn grow their eCommerce business globally.
Through this partnership, China Southern uses CyberSource’s payment processing and fraud management solutions, including the CyberSource global payment gateway. This enables China Southern to process a wide range of payments from various card types and brands from issuers across the globe, while also having the ability to further enhance business growth by integrating the solution with major commerce platforms and other business systems.
China Southern is the largest carrier in Asia Pacific, and the fourth largest in the world, having transported 109 million passengers in 2015. China Southern operates more than 2,000 daily flights to 208 destinations in 40 countries and regions across the world, and works closely with other SkyTeam partner airlines to reach 1,062 destinations in 177 countries and regions. In 2016, the airline was also listed among the top Fortune 500 companies in China. Understanding the importance of customer experience, China Southern implemented secure payment acceptance and comprehensive payment management services to provide customers with a simplified checkout experience on its website. As a result, the airline has managed to expand its customer reach and elevate customer experience, as the company improved the conversion rates on its international eCommerce website by nearly 40%.
“With competition heating up in the online travel space, China Southern aims to differentiate itself by elevating our customer’s payment experience on the web, and increasing our checkout conversion rate, while keeping fraud down. With Asia set to become the largest digital travel market, CyberSource’s customized payment processing and fraud management solution enables us to optimize our entire payment process across the complete order lifecycle, thus improving the number of successful transactions. This ultimately leads to greater customer satisfaction. We are excited to see the results of this strategy, with our eCommerce conversion rates rising by nearly 40%,” a China Southern Airlines spokesperson commented.
As the travel industry faces more exposure to potential fraudulent transactions due to the nature of cross-border transactions, China Southern also leverages CyberSource Decision Manager to automatically screen more inbound orders faster, with increased accuracy and less manual intervention. China Southern will leverage the World’s Largest Fraud Detection Radar, with insights derived from over 68 billion transactions processed annually by Visa and CyberSource and supplemented by over 260 real-time global validation tests, to stop fraud closer to its inception, and mitigate fraud chargeback risk.
“The Internet has turned people into savvy online shoppers, and the power has shifted from business to consumer. Businesses need to provide a faster, more secure online shopping experience to differentiate themselves from their competitors. We work with over 50 airline customers, including 13 of the world’s 25 largest carriers, and help them cater to each customer’s unique payment preferences by offering a unified payment management platform that enables operations across channels,” commented Sarah Wu, Head of Sales, Greater China, CyberSource. “We are pleased to work with China Southern to enable the acceptance of digital payments across multiple channels worldwide and to help it attain its business goals of elevating the customer experience and mitigating fraud.”