There has been much industry discussion about the need to put the customer first in Customer Service. Most automated services are highly structured, and can be frustrating to navigate. Speech recognition can theoretically help, but often is implemented with a similar structure to touch-tone services. American Airlines recently upgraded their customer service line, using both voice-command shortcuts and customer-specific information to expedite customer calls. American Airlines is the world’s largest airline.
Suggesting that it views the changes as significant, American highlighted the changes in an email to its frequent-flier customers. The personalization is consistent with American’s current brand campaign, “We Know Why You Fly.”
The enhanced customer service line is hosted by and was designed with help from Tellme’s design staff, using Tellme’s telephone and speech technology infrastructure and a VoiceXML application hosted on a server at American for easy access to databases. Microsoft bought Tellme (SSN, April 2007, p. 1), but the company continues to operate largely as an independent subsidiary. (Tellme said it handles billions of calls every year—all answered with speech recognition—and is used by more than 40 million people every month.) Tellme supports Sprint local business search using Microsoft Live Search with a speech recognition option (SSN, October 2007, p. 1), having jointly developed the application with Microsoft. The Microsoft free directory assistance service 1-800-CALL-411 uses a Tellme application (SSN, November 2007, p. 1).
Brooks Crichlow, director of enterprise marketing, Tellme, said that the movement toward the less-structured keywords and personalization isn’t limited to American. He sees a trend in the interests of Tellme customers and prospects. The American Airlines marketing department was heavily involved in designing the service. Companies are hearing the message that they shouldn’t force callers to adhere to the company business structure through a structured menu. For example, Domino’s Pizza, another Tellme client, will note a repeat call and ask, “Are you calling about the order you just placed?”
New capabilities at American
If a caller registers their cellphone number at the AAdvantage frequent-flier Web site or calls in on that phone to register, the system recognizes the cellphone number when called, delivers personally relevant information. The customer can also barge-in with keywords such as “AAdvantage,” “flight information,” “reservations,” “upgrades,” “mileage balance,” “mileage credit,” or “travel tips” to avoid listening to menu items. The Web site gives examples of shortcut commands. Crichlow said that the application allows variation in the way these keywords are said.
The “Remember Me” program uses data on planned trips to delivers information that American Airlines travelers typically request, according to Crichlow. For example, AAdvantage members calling within 23 hours of a flight will receive information on the gate and status of the flight. The customer spends less time on the phone. Bella Goren, American’s Senior Vice President, Customer Relationship Marketing and Reservations, said, “Our research shows that an overwhelming majority of our customers carry cell phones. The ‘Remember Me’ feature makes great sense for them and for us.”