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
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.
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.
“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.”
Head of Customer Relations
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.
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.
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
For AEGEAN’s digital service team, the integration has added value throughout their operation, allowing them to:
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 way we communicate online has changed dramatically in the past few years. After decades of sharing, people now prefer to keep conversations private.Read more
In part 2 of this blog series, we continue to dive into the roundup from this year's F8.Read more