energetic and tight it's team he leads. While the mood is light, the agenda is all business As Director of Customer S and Innovations for Air Canada, ouellette's mission is to keep a laser focus on improving the customer experience for passengers at every point in their journey. Known within Air Canada as the"Innovation Team," the group Ouellette has pulled together over four years has evolved into a well-oiled machine that is constantly attuned to which programs are working, which aren't and which processes can be done better when Ouellette calls himself and his team"data-driven," the description is apt, for data is the oxygen that fuels and directs the Innovation Team's efforts. At any time, he can get an accurate and up-to-date read on how many people are using each of Air Canada's multiple self-service channels, what the trends are over time and what each check-in costs on a unit basis, At a basic level, this visibility provides Ouellette as well as Air Canada's senior management-with a gauge of the business value and success of the company's self-service initiatives and, as such, a rationale for making future investments. Smarter Planet Leadership Series