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Improving the Digital Customer Experience Through a CRM Integration

A CRM integration was very important for AEGEAN Airlines. It connects the traditional and social service dots, allowing AEGEAN to know who their frequent flyers are on digital channels. Loyalty programs are designed to harness customers loyalty. It works, and consumers have a natural preference when it comes to their airline of choice, for example. But this loyalty needs to be repaid.You have to know who your customer is, and what their preference is for service on any given channel. This means binding your historic CRM data with social, to build holistic customer profiles of high-value frequent flyers.

 

AEGEAN’s Digital Care Journey

Partnering with Conversocial in September 2017, AEGEAN opted against an all-in-one solution, recognising the importance of investing in a dedicated, purpose-built digital customer service provider to help them deliver best-in-class customer care at every single touch point of the customer journey.

 

 The Need For a Single Customer Overview

For AEGEAN Airlines, social customer care goes beyond just response times and simple issue resolution it’s about going above and beyond to make your customers feel valued and appreciated. The modern customer no longer expects to provide prior information on previous service issues, or what their next flight is. Forward-thinking airlines are expected to deliver tailored and contextualised engagement based on previous interactions or historic customer loyalty.

As a pioneering airline with a customer-centric vision, AEGEAN Airlines understood the importance of unlocking a single view of each customer by connecting social care insights of their passengers gathered into their CRM-Oracle Service Cloud. AEGEAN realised they needed to support a high level of customer communication required from a leading airline. Thus the integration project was prioritised, connecting the social and messaging engagement best-of-breed platform with AEGEAN’s existing CRM.

AEGEAN wanted to deliver a first-class service to show they truly know each individual customer. In close partnership with AEGEAN Airlines, Conversocial delivered and fully embedded an Oracle Service Cloud integration into their Conversocial platform.

Platform Features Used

CRM Integration
Oracle Service Cloud
Queues
Intelligent Prioritization

About AEGEAN

AEGEAN is Greece’s largest airline, providing full service, short and medium-haul services. In 2013 AEGEAN acquired  Olympic Air and through the synergies obtained, network, fleet and passenger numbers expanded fast. The Group welcomed 13.2m passengers onboard its flights in 2017. The 2018 network covers 153 destinations (31 domestic and 122 international) to 44 countries, operated with a fleet of 61 Aircraft. Since June 2010 AEGEAN has been a member of STAR ALLIANCE, the strongest airline alliance worldwide. Through its customer-centric approach, AEGEAN has gained recognition for its service and people, having won the Skytrax World Airline award, for the ninth time. In addition, AEGEAN received the Skytrax 2018 Best Crew in South Europe award. Among other distinctions, AEGEAN captured the 5th place, in the world's 20 best airlines list (outside the U.S.) in 2018 Readers' Choice Awards survey of Condé Nast Traveler. In June 2018 AEGEAN signed a Purchase Agreement with Airbus, for the order of up to 42 new generation aircraft of the A320neo family and plans to place additional orders with lessors for up to 20 new A/C of the A320neo family.
Industry
Airline
Location
Athens, Greece
Irini Aegean
“Conversocial had a clear, deliverable vision forimproving our digital care success including a CRM integration with Oracle Service Cloud. We worked together closely throughout the entire process, from planning to deployment. Conversocial has offered after-care innovation and ongoing support to ensure the integration continues to be as successful as possible.”

Irini Christoforaki

Head of Customer Relations
06FC972D-D246-4CC1-B91E-DF13778663F5

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The Integration Project

The team at Conversocial pride themselves on having dedicated, supportive and close partnerships with all clients. This instance was no different. From the start, Conversocial worked closely with the team at AEGEAN to fully understand what the drivers were for the project, identifying the success criteria and providing best practice recommendations for after-care.

Having considered an integration with Oracle Service Cloud, AEGEAN Airlines had a clear definition of their goal:  To arm their digital agents with the tools needed to do their job consistently, accurately and to the best of their ability.

An online customer’s identity is not always a true representation of who they really are－linking that identity to the respective CRM record creates secure visibility on each customer’s journey which opens up a world of opportunities, both for the AEGEAN customer service team, but also across the wider business.

Once all requirements had been gathered, the Conversocial engineering teams got to work; The main aim here was not replicating Oracle Service Cloud within Conversocial, but to create a window into the CRM, only surfacing what was important to their digital agents. Simplicity was key. In this instance, for example, only specific customer information was surfaced within the contact card in Conversocial from Oracle Service Cloud, such as Frequent Flyer Number, Tier Status, Name and Email Address. An agent instantly knowing a customer was a Gold Tier customer and tailoring their service accordingly could be the difference between service recovery or service disaster.

Post-development, the AEGEAN team received a sandbox environment with a live integration (in order to stress test it and validate developments). Both teams worked closely on this ‘iterative validate and amend phase’ to ensure all success criteria were met. Following on from this, all that was needed was for both teams to agree a timeline for production and deployment－AEGEAN’s integration was ready to go live.

The support however, did not end when the integration went live. With a regularly changing codebase, the Conversocial teams provide ongoing support and maintenance for all integrations to keep them working seamlessly, efficiently and reliably.

Aegean 1

A CRM integration was very important for AEGEAN Airlines. It connects the traditional and social service dots, allowing AEGEAN to know who their frequent flyers are on digital channels. Loyalty programs are designed to harness customers loyalty. It works, and consumers have a natural preference when it comes to their airline of choice, for example. But this loyalty needs to be repaid.You have to know who your customer is, and what their preference is for service on any given channel. This means binding your historic CRM data with social, to build holistic customer profiles of high-value frequent flyers.

The Result

When it comes to digital customer service, ease is everything for care agents. The Oracle Service Cloud integration has allowed AEGEAN Airlines to truly take off and own their digital care operation. AEGEAN are now prepared to achieve hyperscale productivity and provide enterprise-ready care with a single view on each of their modern, digitally-savvy passengers.

For AEGEAN’s digital service team, the integration has added value throughout their operation, allowing them to:

  • Manage high-value customers: AEGEAN can prioritise a service for VIP and loyalty members and deliver a personalised, white glove service for Gold Tier Members.
  • A Digital CRM: AEGEAN can now search customer records on Oracle Service Cloud and bind this record to respective customer social profiles.
  • A holistic customer overview: AEGEAN can view interaction history and create Oracle Service Cloud incidents within the Conversocial interface.
  • Remove the friction points: Agents have decreased redundant steps, issue repetition, disjointed experiences, unfulfilled expectations and unnecessary channel shifting within their workflow.
  • Internal alignment: Break down customer data silos and make fully-informed service engagements and educated business decisions achievable.
  • Brand synergy: The integration allows AEGEAN’s Customer Relations Team to easily identify their Olympic Air flyers, a subsidiary airline of AEGEAN, delivering a better customer experience.
  • Enhance Oracle Service Cloud: AEGEAN’s social customer information and conversation history can be added to incidents to allow context for other contact centre teams.

AEGEAN are committed to protecting their customer data in accordance with GDPR. In partnering with Conversocial, they are able to serve their customers with a holistic view, while maintaining the security and privacy of customer information. All of AEGEAN’s public and customer data can be deleted on request, at all times, through the Conversocial back-end to ensure it is GDPR compliant.

The above figure shows how linking social customer profiles to CRM records allowed AEGEAN Airlines social customer care agents to see key information about the customer, namely their previous interactions across other contact channels. Utilizing the power of your CRM records allowed AEGEAN Airlines to deliver the level of personalized customer care that their most loyal customers expect.

The above figure shows how linking social customer profiles to CRM records allowed AEGEAN Airlines social customer care agents to see key information about the customer, namely their previous interactions across other contact channels. Utilizing the power of your CRM records allowed AEGEAN Airlines to deliver the level of personalized customer care that their most loyal customers expect.

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