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.
“We needed a single view of the customer, better resource management processes and greater flexibility,” said Getinet Tadesse, CIO at Ethiopian Airlines. “Also, we knew we were missing out on revenue from thousands of prospects browsing and leaving our website.”