Cathay selected the Genesys Cloud™ platform to support the airline’s 1,500 advisers across multiple global hubs. The implementation has enabled the airline to reach 90% accuracy in forecasting contact volume. Additionally, predictive routing now enables customers to get consistent service across any time zone, which has helped drive a sevenfold improvement in Net Promoter Score.
90% accuracy
forecasting contact volume
7X
increase in Net Promoter Score
Consistent service
across time zones
10-plus channels
consolidated to a single platform
“Genesys was the solution that ticked all the boxes for us.”
Kenneth Lee
Global Head of Customer Contact , Cathay
Cathay Airways understands the importance of going the extra mile for exceptional customer experiences. The organisation is endeavouring to establish itself as one of the world’s greatest service brands, which starts and ends with ensuring customers are delighted with their service interactions, regardless of the channel they use. This commitment is reflected in the airline’s contact centre strategy — and influenced its decision to implement a cloud-based customer experience (CX) platform.
A previous legacy platform had outlasted its utility and was no longer strategically compatible with the airline’s operational goals. The limitations of this outdated system prompted Cathay to search for a new solution that could better support its ambitions and enhance its customer experience.
After conducting extensive research of multiple platforms and vendors through an RFP process, the airline landed on Genesys, thanks to its reputation as “a leading, multichannel platform provider,” said Linjo Oommen, Global Head of Customer Contact Centre, Cathay.
“What we also particularly liked about Genesys is its ability to integrate with multiple channels, as well as its vision for the future,” added Oommen.
The airline’s mission of delivering enjoyable customer experiences every time includes enabling customers to contact the airline through the channel of their choice in their preferred region. This includes apps like WhatsApp, WeChat and KakaoTalk, traditional voice calls and web messaging, as well as a robust presence on social media.
These interactions all land at the Cathay global contact centre operation, which spans six major hubs and multiple satellite sites that support local markets. The airline’s 1,500 advisers handle some 500,000 contacts across its various messaging channels per month.
Cathay needed a scalable solution but didn’t want to invest in a massive project to deploy a CX solution across all its hubs. “After learning that the solution was available on cloud, it was pretty much a no-brainer for us to go with Genesys. Genesys was the solution that ticked all the boxes for us,” said Joe.
The airline was able to tick the box on a smooth deployment. Linjo said that the migration experience was straightforward and seamless. “The entire project was delivered in four phases and in under two years,” added Oommen.
This implementation also enabled Cathay to meet its goal of allowing customers to more easily get service whenever and wherever they need it. “We’re able to execute our ‘follow-the-sun’ strategy, which allows our customer contacts to be answered by the next available adviser in one of our hubs, regardless of time, anywhere in the world,” said Oommen.
The Genesys solution has also helped Cathay to simplify customer journeys. The airline now uses Genesys Cloud Predictive Routing to direct a specific contact type to the next available adviser with the right skill set, delivering streamlined service for the customer and greater operational efficiency.
“With the deployment of Genesys, we have much richer data now available. We’re able to more accurately track our service levels — an important metric for us — and we’re now meeting these targets consistently month after month.”
Justin Yu
Global Head of Customer Contact, Cathay
Analysing data from calls, web messages and all digital channels can help any organisation uncover insights that can enhance customer experiences and optimise support services. Cathay was able to notably improve this capability once Genesys was in place.
The airline monitors service-level data across multiple half-hour intervals to enhance its overall customer service proposition. “With the deployment of Genesys, we have much richer data now available. We’re able to more accurately track our service levels — an important metric for us — and we’re now meeting these targets consistently month after month,” said Oommen.
Cathay also has better visibility into any service “hotspots,” which further allows the airline to improve abandonment rates and average speed of answer.
“As a result of both technological enhancements and our operating model enhancements, our Net Promoter Score has improved 7X compared to the baseline,” said Oommen, adding that “with the implementation of Genesys, we’ve also seen an uptick in customer satisfaction.”
The benefits of the Genesys implementation have extended to the internal team, as well. “Our people are quite happy that they can access their schedules at their leisure and are able to trade their shifts or swap their breaks, et cetera,” added Oommen.
Genesys Cloud Workforce Engagement Management (WEM) capabilities have helped the airline streamline processes by forecasting contact volumes with over 90% accuracy, optimising employee scheduling and managing operations in real time.
