Customer engagement center taking flight
"Until now, the ANA Group used the term ‘reservation center’ or ‘call center’. Over the last few years, we have realized how much the contact center plays an important role with customers — it is an extension of our brand and our marketing, and the basis for how we communicate with our customers each day," said Takeshi Sasaki, leader of the Sales Support Planning Team, Business Promotion and Marketing at ANA.
With four locations throughout US and Japan, ANA's contact center receives an average of more than 20,000 inquiries a day, and is a critical communication touchpoint for flyers. ANA examined each aspect of customer interaction across its support channels to augment service features to ensure each customer concern was heard and routed to the appropriate support agents.
"The system we used before took time and cost to add new channels and service tools to diversify customer contact channels. Our locations were not integrated, nor were the mail and telephone systems — so information such as customer contact and flight history were dispersed. We realized it was necessary to build a new foundation that could integrate with new technologies quickly, while seamlessly integrating with customer contact history," said Norihisa Fujimoto of ANA’s Digital Transformation Office Service Platform Department.
IBM worked with ANA to build a solution that would centralize and track customer feedback. With Salesforce Service Cloud, ANA was able to unify its four global contact centers and move to a seamless, omnichannel support environment that provides all service agents with a complete, up-to-date view of the customer.
“We had to consider the size of the project and the time we had to implement a new system. To minimize risk and maintenance, we chose a cloud-based environment where we can leverage the benefits of the Salesforce platform, which allows our technicians and users access to the newest features and current information, regardless of geography,” said Yoichi Kamikawa, project director of the Next Contact Center Project at ANA Systems Co., Ltd.
ANA and IBM have built a system for part of the contact center with Watson Speech to Text in order to visualize the conversations among the customers and operators so they can gain new insights from the information. In its next phase, ANA will implement Watson Discover to optimize the conversions of customer inquiries and provide service agents with the best information to help solve service inquiries to improve work efficiency and customer satisfaction.