This case study highlights how WNS' domain expertise, consultative / collaborative approach, and capabilities in interaction analytics and customer experience optimization delivered measurable business outcomes for a leading airline in a competitive and cost-sensitive landscape.
As we know...
The airline industry, particularly in North America, operates in an intensely competitive and economically sensitive environment. Customers increasingly prioritize affordability, convenience and reliability, placing immense pressure on airlines to stand out. Tight margins, driven by rising fuel costs, operational complexities and stringent regulatory requirements, leave little room for missteps. In this landscape, delivering an exceptional Customer Experience (CX) is critical.
By harnessing analytical insights to understand passenger behaviors, preferences and travel intent, airlines can optimize operations, enhance personalization and resolve issues promptly.
The challenge for our client was…
Nearly 95 percent of BOT interactions escalated to live agents, increasing service costs and frustrating customers. Furthermore, agent Average Handling Time (AHT) was 11 percent higher than the industry average, indicating inefficiencies in resolving customer issues. The challenge lay in identifying technical and process level gaps in the BOT framework, as most customer interaction data was unstructured and difficult to analyze.
Stepping in as a co-creation partner…
WNS leveraged its integrated interaction analytics-as-a-service platform, ElevateEX, to seamlessly ingest and analyze structured and unstructured data across messaging and chat interactions. As a platform-agnostic solution and a core component of the WNS EXPiRiUS digital CX framework, ElevateEX utilized deep learning neural networks, enabling proprietary analytics taxonomies and algorithms to deliver exceptional accuracy and actionable insights.
Key highlights of this engagement included:
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Interactive Dashboards
Displayed trending topics for further analysis
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Multi-Collinearity Analysis
Identified relationships and overlaps between metrics and topics (customer contact intent)
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Co-creation Sessions
Conducted interviews and brainstorming sessions with the messaging team and the client that helped the project team understand the existing landscape and ways of working. These collaborative efforts helped envision the 'to-be' state aligned with the client's contact center environment and overarching business objectives
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BOT Framework Efficacy Analysis
Curated themes / pillars to pinpoint inefficiencies
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Sentiment & AHT Analysis
Categorized interactions based on intent, sentiment and AHT to identify patterns and trends with visual displays
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Root Cause Analysis
Highlighted 'related phrases' to uncover relationships between topics
Critical aspects of the overall solution included:
WNS' extensive library of 1,000+ pre-built taxonomies tailored to the travel industry provided a significant advantage, eliminating the need to build taxonomies from scratch. This accelerated the process, as building each taxonomy typically requires three to eight hours.
Actionable insights from ElevateEX enabled the client to…
Create a robust and prioritized roadmap for implementing recommendations based on control, impact and cost principles. This roadmap aided the client's IT and business units in taking decisive steps to minimize BOT-to-agent transitions and reduce AHT.
Our prioritized recommendation roadmap enabled the client to implement quick, impactful interventions without undergoing comprehensive digital transformation. For instance, introducing custom phrases and keywords tailored to customer intent improved BOT intent comprehension by ~50 percent.
Other key outcomes included:
~ percent contact
reduction, yielding ~USD 2.5 Million
in potential productivity gains
~ percent agent
AHT reduction through better
chat response management
While the scope of this engagement was confined to BOT Optimization, insights from ElevateEX can potentially impact the entirety of the client's contact center landscape, including 3 million digital interactions annually.