The Diggintravel Podcast Transforming Airline Digital Culture: Insights from LATAM’s Chief Digital Officer
Aug 27, 2024
Ricard Vila, Chief Digital Officer at LATAM Airlines, discusses the airline's groundbreaking digital transformation journey initiated in 2019. He highlights the creation of a dual people model tailored for digital talent, advocating for paying top contributors more—comparing them to football stars. The conversation explores role simplification, faster decision-making, and a focus on customer service, emphasizing continuous learning and adaptability. Ricard's insights provide a unique look at reshaping airline culture in the digital age.
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Dual Talent Model For The Economy Of Speed
- LATAM created a dual talent model: one traditional and one tailored for digital roles to win in the "economy of speed."
- The digital model removes old constraints so teams can attract and retain fast-moving digital talent.
Pay Top Contributors More Than Managers
- Pay individual contributors competitively, even above their managers, to retain high-impact digital talent.
- Recognize that exceptional engineers or designers can create many-fold more value than average contributors.
Simplify Roles And Decouple Titles From Pay
- Simplify roles and avoid exploding job titles to reduce friction and salary-linked hierarchy.
- Use profile descriptions for craft details and separate pay from role names to reward value directly.
