As part of its broader transformation agenda, the airline embarked on a major programme to modernise customer-related systems that sat at the core of the customer experience and were fundamental to commercial performance and operational continuity, covering:
- Bookings and reservations
- Loyalty schemes
- Customer service and interaction history
- Marketing preferences and permissions
To enable the new platforms, multiple legacy systems needed to be consolidated, and large volumes of customer data migrated. Over time, customer data had accumulated across a complex ecosystem of source systems, each with different data models, integration patterns and quality characteristics. The migration spanned several customer domains and involved a combination of bulk loads and ongoing data feeds.
“The programme team recognised that data migration represented one of the most significant risks to the transformation."
Business rules were not consistently defined, data quality controls varied by system and there was limited end-to-end visibility of how data would behave once migrated. The team knew that an incorrect or incomplete migration could lead to delays, rework or a loss of trust in the new customer platforms.
The organisation already had strong application and delivery capability in place, but it lacked specialist data migration and data quality expertise. They identified that independent validation was required to assess their migration approach, identify risks and ensure the right controls and governance were in place - which is where Amplifi came in as data migration experts.
Solution: data migration and data quality expertise
We reviewed the planned data migration approach and the underlying data quality considerations. Acting as a critical friend to the programme, we assessed whether the proposed designs were robust enough to support the scale and complexity of the customer transformation.
Our work included a detailed review of the target data landscape and migration design, covering extraction, transformation and loading processes, sequencing logic, reconciliation approaches and quality checks. We examined how customer data would move from legacy systems into the new platforms and how confidence in that data would be maintained throughout build, test and migration rehearsal cycles.
Through this review, Amplifi identified risks and gaps that could impact migration success if left unaddressed. We provided clear, evidence-based recommendations grounded in best-practice migration principles, with a focus on:
- improving traceability
- strengthening data quality controls
- increasing business assurance
An experienced data migration subject-matter expert was embedded within the programme teams, working closely with technical leads, business stakeholders and programme leadership. This ensured recommendations were practical, aligned to delivery realities and implemented at the right points in the programme lifecycle. Amplifi also supported alignment between data strategy, governance expectations and programme outcomes, helping ensure data considerations remained central to decision-making.
Results: reduced risk and confidence in delivery
Amplifi delivered a clear, evidence-based view of migration readiness, giving the programme early visibility of risks, dependencies and priority actions. This allowed issues to be addressed before they became critical blockers to delivery.
Key outcomes included:
- Reduced data migration risk through early identification of design gaps and control weaknesses.
- Greater confidence across business and technology stakeholders when making cutover and delivery decisions.
- Stronger data quality safeguards, improving the accuracy, completeness and trustworthiness of customer data in the new platforms.
- More robust governance and assurance practices to support ongoing phases of the customer transformation.
With migration risks reduced and governance strengthened, the organisation was able to progress its customer transformation with confidence.
Planning a complex data platform transformation?
Talk to us about data migration and data quality to reduce risk in your key transformation projects, we’re well positioned to support successful delivery of your data to its new systems. Reach out to discuss you data migration with our experts here.
Read more about our expert tips for approach a data migration, one that is so seamless it’s done ‘as if by magic’ in our guide below. You'll discover how the right approach to data can make all the difference.
