Ethiopian Airlines

Improves service delivery
and monetises website window shoppers

Unrivaled in Africa for efficiency and operational success, Ethiopian Airlines serves 127 international and 22 domestic destinations. Like many airlines, the company is always looking to lower costs and improve margins. Growing direct sales by capturing every potential booking from callers and website visitors is vital to meeting those goals.

However, the airline’s contact centre struggled with incompatible systems and information islands. Calls were routed to agents without taking into account language skills or competencies. That raised abandon rates, transfers and hand offs. Teams worked in silos using email and chat. There was no CRM system or workforce management; data resided on a central booking system or was buried elsewhere. The company lacked a full overview of the customer journey and real-time insight into conversations and preferences.

The first step in the transformation was to replace an externally hosted contact centre solution with a strong omnichannel platform that the company could manage internally and use to drive improvements and business growth. Live after two months, the Genesys Cloud CX™ contact centre allows up to 500 agents to work more productively in a blended fashion, effortlessly switching between calls, email and chat conversations — all managed from a single omnichannel desktop.

Introducing Genesys Workforce Management further improved the customer experience. As a result, Ethiopian Airlines has seen service levels soar from 70% to 95%, with higher first-call resolution and sizeable reductions in abandoned calls (from 20% to 3%). Call-answer times have dropped from 20 to 8 seconds.

With two weeks of implementing Genesys Predictive Engagement, the airline not only gained insights about website journeys, it also leveraged artificial intelligence (AI) and analytics to uncover behaviors and interests of visitors. This allowed the company to offer tailored deals through webchat. Ethiopian Airlines also can engage customers through the website with attractive travel packages that were created as a result of tracking real-time statistics and data.

Benefits

  • 25% increase in service levels
  • 60% faster call response
  • 17% fewer abandoned calls
  • 49% increase in website sales conversions
  • 72% reduction in website dwell time
  • Effective pandemic response without adding headcount
  • Future roadmap for mobile and AI integration

Genesys Predictive Engagement is enabling us to capture significantly more window shoppers on our website. Conversion rates rose by 14% in the first two weeks and by 49% at the six-week stage. And, we’ve only really scratched the surface of what the tool can do.

Getinet Tadesse, CIO, Ethiopian Airlines

Challenges

  • Monetise website window shoppers
  • Improve agility, resource management and customer journeys
  • Incompatible systems and information silos

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