Airlines, characterized by a high level of unpredictability due to factors such as weather-related delays, mechanical issues, and pricing fluctuations, face unique challenges in customer service. With outdated systems and limited self-service options further contributing to customer frustration, Air Canada, the country's largest airline, is actively deploying new technologies to enhance its service offerings.
The airline has embraced the Amazon Connect cloud-based contact centre platform in its bid to modernise customer service in both its passenger and cargo divisions. This initiative was highlighted during a session hosted by Amazon Web Services (AWS) at the re:Invent 2024 event, where Sebastian Cosgrove, director of global customer service at Air Canada, elaborated on the significant role Amazon Connect plays in addressing customer service gaps.
Traditionally, contact centres have struggled with continuity issues, particularly when customers transition from self-service options to speaking with live agents. Many customers find themselves repeating their concerns when connected to an agent due to inadequate information transfer. Sheila Smith, a principal Amazon Connect specialist for AWS, pointed out that the most substantial expense in contact centres is agent staffing. According to her insights, "The single biggest cost in the contact centre is not the cost of technology or network services; it’s the cost of agent resources." As a result, companies are increasingly turning to self-service solutions to manage costs.
Air Canada's implementation of the Amazon Connect platform is designed to improve customer experiences while streamlining operations. In 2022, the airline initiated a significant modernisation effort, beginning with its Aeroplan loyalty programme and extending to reservations and specialty services. The transition to Amazon Connect facilitated the introduction of a new interactive voice response (IVR) system that features automated call recording, transcription, and sentiment analysis. Cosgrove shared that this enhancement has resulted in a 15 percent reduction in call volumes and an 8 percent decrease in abandonment rates, leading to considerable cost savings.
With advancements in their IVR system, Air Canada has improved customer experiences by identifying callers with loyalty numbers and offering timely self-service capabilities. This integrated system allows customers to handle simple tasks independently while gathering contextual information on more complex issues before they connect with an agent.
Additionally, Air Canada has revamped its cargo division's processes by replacing manual, email-based methods with Salesforce Service Cloud integrated with Amazon Connect. This integration enabled agents to access comprehensive customer details, which significantly increased productivity and decreased average handle times.
In its ongoing efforts to enhance customer service, Air Canada is developing virtual assistants powered by generative AI. These virtual assistants aim to manage common queries and further streamline customer interactions, while also equipping live agents with enhanced tools to address more complicated customer needs.
Meanwhile, in a separate initiative, BT Group has chosen to leverage Sprinklr's unified customer experience (CX) management platform to elevate customer support operations through the incorporation of AI-powered capabilities. This updated customer contact platform is expected to significantly upgrade the customer experience for EE and BT users, enabling enhanced support processes for various customer service channels.
Harry Singh, Managing Director of Consumer Digital at BT Group, discussed the collaboration with Sprinklr, highlighting its potential to improve customer experiences efficiently. Singh stated, "With our customer contact platform, we have unlocked powerful AI-enhanced capabilities for our customer service, boosting satisfaction and creating exciting new opportunities for customer experience."
Under this initiative, Sprinklr's platform utilises BT Group’s data to provide personalised customer responses while powering the EE virtual assistant, Aimee. Aimee's capacity to handle customer interactions has doubled in two years, now managing approximately 60,000 conversations weekly. This increase in automated interactions allows customer service representatives to focus on more complex inquiries, thereby improving overall service quality.
As both Air Canada and BT Group exemplify, the advent of AI and advanced automation technologies is reshaping customer service infrastructures across multiple industries. With a clear focus on implementing integrated, data-driven solutions, these companies illustrate how modern technologies can streamline workflows and improve service efficiency, paving the way for enhanced customer experiences. The lessons learned from these ongoing transformations are expected to resonate across various sectors as businesses seek to leverage automated solutions to meet rising customer expectations.
Source: Noah Wire Services