Introduction
The digital age has ushered in a new era of customer service, especially within the airline industry. In a webinar in late March, hosted by the team here at Amach, we shone a spotlight onto Aer Lingus’s journey to revolutionize its customer service experience using Amazon Connect.
Susanne Carberry, Chief Customer Officer at Aer Lingus, Russell Yeates, Customer Experience Specialist at AWS and William Oldwin, Director of Cloud and Digital at Amach each shared their unique views into this technology, it’s benefits and where it is moving in the future.
This article delves into the challenges Aer Lingus faced, the solutions Amazon Connect and Amach provided, and the remarkable outcomes of this digital transformation.
The drive for change: Aer Lingus’s quest for excellence in Customer Service
In an era where customer expectations are higher than ever, Aer Lingus recognized the urgent need to elevate its customer service to new heights. Susanne Carberry, Chief Customer Officer at Aer Lingus, articulated this necessity, reflecting on how customer service, particularly in their call center, had historically lagged behind due to reliance on outdated technology.
Susanne noted:
“Customer service and customer experience has never been anything new to us at Aer Lingus… However, one area where we hadn’t placed an awful lot of focus in the past had been our call center”.
This admission underscores a pivotal moment for Aer Lingus, marking the beginning of its transformative journey.
A paradigm shifts at Aer Lingus
The airline’s call center, once “somewhat surviving with dated technology,” faced the challenge of meeting increased demand from the traveling public.
The existing system was not only inefficient but also fell short of providing the seamless, supportive experience that customers and agents deserved. Susanne emphasized the need for a paradigm shift, particularly “coming into the pandemic but also coming out of it,” highlighting the urgency to make the “customer and the agent experience much, much better”.
Aer Lingus’s drive for change was fueled by a clear vision: To go beyond traditional voice support and incorporate tools that enable exceptional customer experiences across various channels. Susanne pointed out the necessity for adaptation, stating:
“It needed to be about more than voice. We needed tools that allowed us to really strive to deliver that excellent customer experience across voice but also across the chat options”.
The decision to embark on this transformative journey was not taken lightly. It stemmed from a deep understanding of the limitations of their legacy system and a commitment to not only meet but exceed customer expectations. Susanne’s insights reveal an organization poised at the brink of significant change, driven by the unwavering belief that improvement was not just possible, but imperative for the future success of Aer Lingus.
This determination to evolve, to turn challenges into opportunities for growth, set the stage for Aer Lingus’s partnership with Amazon Connect and with Amach. Partnerships that promised to redefine the airline’s approach to customer service.
Amazon Connect, a cloud-based solution
Amazon Connect emerged as the cornerstone of Aer Lingus’s customer service transformation.
This scalable, cloud-based contact center solution facilitated a seamless migration from outdated systems, enabling voice and chat support that modern customers expect.
Beyond basic communication, Amazon Connect provided a unified view of the customer journey, streamlined agent allocation based on real-time demand, and leveraged AWS’s AI and analytics to further refine the service experience.
The Impact of transformation: Elevating Customer Service with Amazon Connect at Aer Lingus
The implementation of Amazon Connect marked a revolutionary shift in Aer Lingus’s approach to customer service, leading to remarkable improvements that resonated across the board. Susanne Carberry, reflecting on the journey, shared,
“There’s tons of metrics that we can start to get into. Our answer rates are levels they’ve never been before. Our customer satisfaction is consistently in excess of 90%”.
This notable enhancement in service metrics speaks volumes about the effectiveness of the cloud-based solution in transforming the airline’s customer service operations.
The transformation extended beyond metrics, touching the very core of customer interactions. Customers, if caught in disruptions, found a renewed sense of trust and reliability in Aer Lingus services.
Susanne highlighted the profound impact of this change, noting:
“When a customer tells you that ‘I was caught in a disruption, and I got through to you immediately, and you were able to get me to my end destination.’ That’s the customer that really needs us in that point of unhappy path, and for them to be able to play that back to us, success.”
These testimonials underscore the airline’s commitment to not just meet but exceed customer expectations, even in the most challenging circumstances.
Improvements for agents as well as passengers
The transformation also brought significant improvements to the agent’s experience. The integration of Amazon Connect provided agents with tools that empowered them to deliver exceptional service consistently. Susanne remarked on the positive feedback from agents, stating:
“Effective call routing, dynamic agent reallocation is something that’s been really, really successful to us”.
This shift not only enhanced the efficiency and productivity of agents but also contributed to a more fulfilling work environment, where they could genuinely make a difference in the customers’ journey.
The strategic use of cloud technology also offered Aer Lingus a holistic view of its call center operations, which was previously challenged by multiple geographies. The adoption of Amazon Connect facilitated a unified approach, enabling the airline to manage its operations more effectively and provide a seamless customer experience regardless of location. This capability to view and manage the contact center state as a single entity represented a significant leap forward in operational excellence.
In essence, the impact of Aer Lingus’s transformation through Amazon Connect with support from Amach is a testament to the power of cloud technology in redefining customer service.
The improvements in service metrics, customer feedback, agent satisfaction, and operational efficiency collectively underscore the success of this digital transformation. As Aer Lingus continues to navigate the future, its journey serves as a beacon for others in the industry, demonstrating how innovation and technology can lead to exceptional service delivery and customer satisfaction.
Learn more about the success at Aer Lingus
Looking ahead: Aer Lingus’s vision for the future of Customer Service
As Aer Lingus revels in the success of its transformation, the airline is already casting its gaze forward, contemplating the next steps in its journey of customer service excellence. The panelists, including Susanne Carberry, Russell Yeates from AWS, and William Oldwin, shared insights into the future of customer interactions, highlighting a shared vision for continued innovation and improvement.
Susanne Carberry expressed enthusiasm for leveraging automation and artificial intelligence (AI) to further elevate the customer experience. She underscored the potential of these technologies to create more meaningful interactions, stating:
“Creating more value add time for agents to deal with the customer who actually need support but to the same degree if there is an issue that can be resolved end to end without the need of a voice agent for that to be handled in a really timely manner that the customer doesn’t even isn’t even aware that they haven’t dealt with a human. That’s success”.
Susanne’s vision for Aer Lingus includes a strategic focus on conversational AI and end-to-end automation, aiming to refine the balance between human touch and technological efficiency in customer service.
Amazon Connect advancements in agent workspace and Generative AI
From AWS’s perspective, Russell Yeates highlighted upcoming enhancements in Amazon Connect, particularly around the agent workspace and the application of generative AI.
He elaborated on the significance of these developments, explaining:
“A lot of investment has gone into the agent Workspace… pulling in core information across any channel that they want to contact us on allows the agent to be in a really good position when they take that call”.
Russell also touched on the role of generative AI in learning from every interaction to continuously improve service journeys, underscoring AWS’s commitment to supporting Aer Lingus’s vision through technological innovation.
Streamlining operations with cloud technology
William Oldwin highlighted the broader impact of implementing cloud technology in transforming the agent experience. He discussed the shift towards building unified interfaces for agents, which would consolidate numerous internal IT systems into a single, efficient platform.
This strategic move aims to simplify the agent’s workflow, enabling quicker and more effective customer service.
“Integrating larger language model AI into customer-facing chatbots and simplifying the agent experience through unified interfaces…really makes the agent’s life a lot easier…”
William emphasized the importance of using technology to enhance both the customer and agent experience by removing unnecessary complexities and focusing on efficiency.
A unified vision for the future
The panelists’ perspectives converge on a future where technology and human insight blend seamlessly to create an unparalleled customer service experience. Aer Lingus, with the support of AWS and Amach, is poised to continue its journey of innovation, leveraging the latest in cloud technology, AI, and automation to meet and exceed the evolving expectations of its customers.
As Aer Lingus moves forward, the airline’s commitment to innovation, customer satisfaction, and agent empowerment remains the guiding light.
The insights shared by the panel not only outline a bright future for Aer Lingus but also serve as a blueprint for the aviation industry, demonstrating the limitless potential of technology to transform customer service.
Navigating the future of Customer Service with Amazon Connect
The journey of Aer Lingus, as detailed in the panel discussion featuring Susanne Carberry, Russell Yeates, and William Oldwin, stands as a testament to the transformative power of cloud technology and innovative thinking in the realm of customer service.
Through the strategic implementation of Amazon Connect, Aer Lingus has not only achieved remarkable improvements in its service metrics but has also set a new standard for customer and agent satisfaction within the airline industry.
A vision for continuous improvement
Susanne reflected on the journey and the impact of the transformation, emphasizing the airline’s commitment to continuous improvement:
“Our customers are telling us that they can actually see the difference… That’s worth its weight in gold. When a customer tells you that ‘I was caught in a disruption, and I got through to you immediately, and you were able to get me to my end destination,’ that’s the customer that really needs us”.
This commitment to enhancing the customer experience remains at the core of Aer Lingus’s future strategies.
Embracing technological advancements
Russell Yeates highlighted the critical role of AWS in supporting Aer Lingus’s vision, pointing to the continuous advancements in Amazon Connect and the broader AWS ecosystem:
“The key developments… are around the agent Workspace and AI… pulling in core information across any channel… allows the agent to be in a really good position when they take that call”.
Russell’s insights underscore the ongoing partnership between AWS and Aer Lingus, aiming to leverage technology for service excellence.
The importance of partnership and innovation
William shed light on the collaborative effort required to drive such a significant transformation, emphasizing the synergy between technology and strategy:
“A lot of it boils down to having the right people… who can understand the people imperatives and also understand the technical landscape in sufficient detail to be able to put the right roadmap together.”
This holistic approach to innovation and change management has been pivotal in navigating the challenges and opportunities presented by digital transformation.
Forging ahead with confidence
As Aer Lingus looks to the future, it does so with the confidence gained from past successes and the knowledge that its path is supported by strong partnerships and a clear vision for customer service excellence.
The airline’s journey reflects a broader trend in the aviation industry towards harnessing technology not just for operational efficiency, but to genuinely enrich the customer journey.
In conclusion, Aer Lingus’s experience serves as a beacon for others in the industry, demonstrating how innovation, when coupled with strategic vision and strong partnerships, can lead to remarkable outcomes.
The insights shared by the panel not only illuminate the successes achieved thus far but also pave the way for future endeavors in elevating the customer experience to new heights.
As Aer Lingus continues to innovate and adapt, it remains a leading example of how to navigate the complexities of modern customer service demands successfully.
