Author: Devendra Govender, Merchants
Merchants expert in Aviation, Devendra Govender highlights how technology and big data analytics are shaping the airline industry to create better customer experiences.
Arguably, nothing is as important to an airline as their customer experience strategy and should go beyond just the mechanics of sending the customer on a flight. It’s also about forging an emotional connection with the customer through a hands-on approach that lets them know you have their best interests at heart.
"Making travel arrangements is an exasperating process; taking into account not only the stress of long distance flying and connecting flights, but also all of the arrangements and documents required prior. Business models not built around prioritising a positive experience for customers and helping lessen the stress that goes alongside travelling, run the risk of becoming irrelevant in the near future – despite pricing," says Devendra Govender, Head of Operations at Merchants.
Digital transformation has resulted in increased consumer demand for a more personal, tailored travel experience, not only in terms of products and services, but communication too. This requires airlines to optimise the analytics of big data, customer insight and behaviour prediction.
In this article we look at how tech improves the customer experience in these areas:
Bookings and enquiries
While passengers might look to digital channels to search for the right deals or pre-book add-ons like in-flight connectivity or extra luggage, the contact centre prioritises the human element offered by this channel. Booking flights, changes to bookings, enquiring about loyalty programmes, special requests or issues like flight cancellations and delays are often best dealt with by a person.
Agents must have the relevant knowledge and experience to connect with and assist passengers throughout their travel journey, with an array of queries and concerns. This needs to happen across all channels, whether that’s chat bots, WhatsApp or Messenger where contact centres are managing these channels. Incorporating big data further enables contact centres to make real connections with people, and gain insights that assist in addressing their specific pain points.
Tailoring new experiences and mitigating negative ones
Real time data allows airlines to provide consumers with tailored services that are updated throughout the journey. Such an example is the tracking of luggage in real time.
Data collected via contact centres can also inform airline employees at check-in desks as to whether a passenger has experienced lost luggage previously and allows them to communicate what steps have been taken to ensure this doesn’t happen again. This gives passengers peace of mind and minuses their stress while travelling.
Using data to track unaccompanied minors who are flying gives parents or guardians step-by-step updates regarding their travel in real-time. The same technology can be applied for those travelling with disabilities, and real-time updates are provided to passengers regarding where to locate airline employees and their pre-booked wheelchairs.
Flight delays are of course a headache, for both the airlines and the passengers. However, through real-time communications, airlines can keep passengers updated and be transparent on the reasons why. Furthermore, airlines such as Emirates are considering the use of drone technology to help with technical checks of aircrafts after landing and before take-off.
Analytics can identify ancillary services and new revenue streams
Managing personal data and mitigating fraud
Digital platforms allowing self-service payments are often favoured by passengers over recounting credit card details to agents over the phone, for both security reasons and convenience. Technologies like fingerprint and facial recognition are being built into mobile applications further ensuring the safety of consumer data. Consider the most recent case with British Airways which was fined a record £183m for a data breach.
Insights collected through contact centre bookings enable airlines to detect certain trends that may be red flags for credit card fraud. These can include bookings where the departure and arrival times don’t match or are too close or far apart, bulk bookings made on the same day as departure, or specific route types. Detecting and stopping fraudulent activities have cost savings benefits, both for airlines and their passengers.
For airlines to remain competitive and win at customer service, contact centres using digital tools to collect big data, coupled with industry expertise, will create better customer experiences resulting in cost savings, revenue generation plus the retention and growth of their customer-base. While this is no easy task, collaborating with the right business partners will mean that airlines are well equipped to prioritise the customer experience throughout their digital transformation journey.
Merchants, a Dimension Data Group company, is a provider of bespoke outsource contact centre solutions and has a 25 year track record of delivering customers contact centre solutions for a variety of blue chip organisations, globally.
Published: Wednesday, October 23, 2019
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