Intelligent CXO Issue 6 - Page 37

INDUSTRY UNLOCKED

How Delta Air Lines ’ CX reached new heights with Emplifi

Great customer experience is about more than just response times – companies should focus on the entire brand experience . Serving more than 180 million customers across the globe , American airline , Delta Air Lines , receives consistently high marks for customer satisfaction and its flight attendants play a crucial role . The company continues to deliver a high standard of in-the-moment support to its 22,000 flight attendants , using Emplifi .

With technology democratising most markets and placing any company ’ s competitors just a click away , ensuring your hard-won customers stay onside involves a lot more than offering a product or service at the right price . Building brand awareness and then presenting top-rate customer experiences is a multifaceted process .

Most industries are only just catching up when it comes to the digital customer experience ( CX ) they provide customers . The aviation industry in particular is showing significant progress , with airlines boasting the second quickest response time for consumers ’ social media comments compared to other industries , as shown in Emplifi ’ s latest CX report .
However , there is still progress to be made , with airlines coming 19th out of 25 industries in terms of average number of user comments responded to . But this is just one piece of the puzzle – brands must remember that great CX is about more than just quick response times . They must translate this dedication to customer satisfaction throughout the entire brand experience . Before , during and after flight . This case study explores how one of the US ’ major airlines , Delta , continues to deliver a high standard of in-the-moment support to its 22,000 flight attendants , using Emplifi .
Evolving technology brings new challenges
Serving more than 180 million customers across the globe , Delta Air Lines receives consistently high marks for customer satisfaction and its flight attendants play a crucial role . As the entire traveller experience has become more dependent on mobile and Internet-enabled technology , Delta Air Lines has adapted by equipping its flight attendants with handheld devices that provide them with key information , to allow them to better engage with customers while in flight .
These devices let flight attendants identify and greet travellers by name , address travel disruptions in real-time , provide connecting flight gate information , access FAA-mandated safety and service manuals , complete in-flight purchases and more .
With this new technology came a new opportunity for Delta Air Lines – how could it further leverage these new handheld devices to provide remote , in-the-moment support for its flight attendants , ultimately improving its customers ’ experience ?
To address this , Delta Air Lines sought a partner who could offer CRM , video chat and a customerfacing UI while delivering more valuable insight into customer interactions .
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