With years of experience as both a BA partner and a developer of customer-based marketing systems, Tata Consultancy Services (TCS) was the logical choice to help the airline capture and organize millions of pieces of invaluable customer information. Over the course of nearly two years, the TCS team devoted nearly 2,000 person-days to creating a system that receives information from seven sources, validates and processes it, and then presents the data to marketing professionals in a single, coherent view.