AIR CARG O WEEK


GSSAs


WHY HAE GROUP HAS THE EDGE IN THE MARKET


A


“We have built a team of leaders that represents us globally who are open minded, embrace change, know their business and are located to lead HAE in that country..”


CW talked to the global HAE Group team who were all involved in the whole interview. Their answers reflect on how GSSAs continue to play a pivotal role in optimising air cargo operations for airlines, particularly in an era of rising demand for efficiency, digitalisation and customer-centric solutions. The executives highlighted the importance of strong partnerships


between GSSAs and airlines. This relationship allows airlines to focus on core operations while the GSSA manages local sales, capacity management and customer relations. Moreover,


they geopolitical acknowledged and the transformative environmental concerns, impact the of


technology on the airfreight sector. Despite industry challenges such as fluctuating fuel prices, tensions


group


emphasised that GSSAs remain indispensable in providing airlines with tailored solutions, helping them navigate complexities in different markets while ensuring profitability and growth. As airfreight becomes more critical to global commerce, the role


of GSSAs continues to evolve, positioning them as key players in the future of aviation logistics.


“HAE - Dare to be Different”. A bold declaration – Can you expand on it? How will it allow you to differentiate your services from other GSSAs in the market? We have built a team of leaders that represents us globally who are open minded, embrace change, know their business and are located to lead HAE in that country. We have then built tools to support them that mean we can fast


track our digitalisation via our own proprietary software and support them operationally 24/7 via a strong and well trained offshore team, based in one of our largest markets. Finally, we have collaborated with the team to have a variety of


GSSA+ products that allows everyone to secure new business. We think this gives us the edge and makes us different in what can be a very traditional sales model and market. Neville Karai – CEO HAE Group


Can you describe your own software and what benefits it has brought you as an entity? What prompted you to undertake the expenditure and effort to develop this software? QMS is our very own ‘Quote Management System’. It allows us to quote faster, which often wins us the business versus our competitors, gives our airline partners their edge and makes us easy to use. We have developed a customer


login, automated


booking with our airline partners and automated customer service that means we track and trace all shipments not just on an exception basis. We budgeted and undertook this endeavour after standardising


our workflow, as much as we could across the company, to allow us to reduce our costs, give round the clock coverage and serve our customers. Others bring in technology we built it around us.


How do you approach sales and marketing for the airlines you represent? We have a multi-brand strategy having welcomed a number of companies to our group which is a real strength. They are local heroes yet backed by the financial, operational and marketing benefits of being part of a group. Every brand has a leader in each country and is responsible for the local marketing and sales. We always market the airlines brand first, we work all the key channels targeted data driven field sales, inside sales by phone, backed up with marketing and social media use.


Ian Hutchinson – CCO HAE Group


What technology platforms do you use to manage bookings, track shipments and communicate with clients? Our QMS system connects to the carrier’s systems where possible so that we do not have to duplicate our work. This is done increasingly via API and where this facility is not available, our software team have developed automated scripts that speed up the various processes. We then update our customers as they want to be updated be that email or integration. The same is the case for our spot pricing. Our airlines can agree recommended spot prices at a click, our customers can accept their offer at a click and it is then queued for booking. For us it’s not necessarily what platforms we use: it is about how


we can connect to what others are using. Richard Thackeray – COO HAE Group


How do you leverage data analytics to optimise routes, reduce costs or improve service? We do regular reports to our airline carriers and have our review meetings. We can analyse the route, the airlines share of capacity on that route (our joint share), the yield to market and any gap. We measure number of quotes, conversion and yield. We even offer our carriers their own dashboard so they can see our performance.


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