ONLINE SELF-SERVICE AT COPA AIRLINES

AIRLINE
AIRLINE
AIRLINE
INDUSTRY
INDUSTRY
INDUSTRY
CASE
CASE
CASE
STUDY
STUDY
STUDY
AIRLINE
INDUSTRY
CASE
STUDY
AIRLINE
INDUSTRY
CASE
STUDY
ONLINE
ONLINE
ONLINE
SELF-SERVICE
SELF-SERVICE
SELF-SERVICE
ONLINE
SELF-SERVICE
ONLINE
SELF-SERVICE
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AT
AT
AT
COPA
COPA
COPA
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AIR
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AT
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ATAT
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airlines
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not
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butbut
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airlines
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not
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but
COPA
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stands
stands
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Copa
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prides
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providing
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service
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asas
more
as
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and
and
and
more
more
more
customers
customers
customers
flock
flock
flock
online,
online,
online,
delivering
delivering
delivering
the
thebest
the
best
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Copa
Air
knows
that
asthat
more
and
more
customers
flock
online,
delivering
the
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Copa
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knows
as that
more
and
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the
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possible
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online
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experience
isispriority.
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Copa
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ingoal
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asasNUMBER
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source
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customers.
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thethe
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as
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ONE
source
ofsource
knowledge
for
COPA
customers.
Consolidate
Copa
Copa
AirAir
knew
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knew
knew
how
howhow
important
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the
thecustomer
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the
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customer
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customer
experience
experience
experience
had
hadhad
become,
become,
become,
and
and
what
what
aa a
Copa
Air
knew
how
important
the
online
customer
experience
become,
and
what
awhat
Copa
AirCopa
knew
how
important
the
online
experience
hadhad
become,
and
what
a and
critical
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role
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itplay
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ininany
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itrole
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stay
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role
it would
in
any
airline’s
ability
toability
stay
competitive
in the
future.
This
Copa
Airlines
case
case
case
study
study
study
shows
shows
shows
how
how
how
Copa
Copa
Copa
Air
Airtook
Air
took
took
their
their
their
online
online
online
customer
customer
customer
experience
experience
experience
toa to
anew
new
a new
study
shows
how
Air
took
their
online
customer
experience
atonew
casecase
study
shows
how
Copa
Air
took
their
online
customer
experience
to atonew
altitude
altitude
altitude
using
using
using
virtual
virtual
virtual
agent
agent
agent
technology,
technology,
technology,
and
and
and
offers
offers
offers
practical
practical
practical
guidance
guidance
so
soyou
so
youyou
can
dododo
altitude
using
virtual
agent
technology,
offers
practical
guidance
so you
can
docancan
altitude
using
virtual
agent
technology,
andand
offers
practical
guidance
soguidance
you
can
do
the
the
the
same
same
forairline.
foryour
for
your
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same
for
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same
forsame
your
©
©2013
2013
© 2013
IntelliResponse
IntelliResponse
IntelliResponse
Systems
Systems
Systems
Inc.
Inc.Inc.
© 2013
IntelliResponse
Systems
Inc.
© 2013
IntelliResponse
Systems
Inc.
©
2013
IntelliResponse
Systems
Inc.
AIRLINE
INDUSTRY
CASE
STUDY:
COPA
AIRLINES
AIRLINE
AIRLINE
AIRLINE
INDUSTRY
INDUSTRY
INDUSTRY
CASE
CASE
CASE
STUDY:
STUDY:
STUDY:
COPA
COPA
|||11 1| 1
AIRLINE
INDUSTRY
CASE
STUDY:
COPA
AIR
|AIR
1 AIR
AIRLINE
INDUSTRY
CASE
STUDY:
COPA
AIR
| COPA
1AIR
AIRLINE
INDUSTRY
CASE
STUDY:
COPA
AIR
CHALLENGE:
CHALLENGE:
Airline
customers
want
instant,
accurate
Airline
customers
want
instant,
accurate
answers
to critical
questions
online.
answers
to critical
questions
online.
preparing
for travel,
airline
customers
regularly
important
WhenWhen
preparing
for travel,
airline
customers
regularly
havehave
important
questions
about
booking
flights,
baggage
rules,
and
flight
status.
questions about booking flights, baggage rules, and flight status.
questions
the motivation
to purchase
a flight
SuchSuch
questions
oftenoften
occuroccur
whenwhen
the motivation
to purchase
a flight
is high,
butcustomer
the customer
needs
answers
to important
questions
is high,
but the
needs
answers
to important
questions
before
can complete
purchase
transaction.
Justoften,
as often,
before
they they
can complete
theirtheir
purchase
transaction.
Just as
customers
ask questions
to spare
before
a flight,
somesome
customers
ask questions
with with
little little
time time
to spare
before
a flight,
often
while
on-the-go,
or
inside
an
airport.
often while on-the-go, or inside an airport.
consumers
accurate
answers
are HIGHLY
TravelTravel
consumers
that that
needneed
fast, fast,
accurate
answers
are HIGHLY
intolerant
of airline
websites
traditional
like site
intolerant
of airline
websites
that that
offeroffer
traditional
‘Help’‘Help’
toolstools
like site
search
or pages.
FAQ pages.
are cumbersome
to navigate,
search
or FAQ
TheseThese
toolstools
are cumbersome
to navigate,
answers
are
hard
to
find,
and
information
is
often
wrong
or missing
answers are hard to find, and information is often wrong or missing
altogether
all things
aggravate
customers
in that
crucial
altogether
– all –things
that that
aggravate
customers
in that
crucial
moment
a fast,
resolution
a question.
moment
whenwhen
they they
needneed
a fast,
easyeasy
resolution
to a to
question.
the impact
of disappointing
customers
onweb?
the web?
Forrester
WhatWhat
is theisimpact
of disappointing
customers
on the
Forrester
Research
shows
the
TRUE
costs
incurred
when
customers
experience
Research shows the TRUE costs incurred when customers experience
frustration
in trying
get answers
or accomplish
online:
frustration
in trying
to gettoanswers
or accomplish
a taska task
online:
• 
• 
• 
•  75%
escalate
to more
expensive
channels
75%
escalate
to more
expensive
channels
•  17%
defect
to competitors
17%
defect
to competitors
•  17%
abandon
purchase
transactions
17%
abandon
purchase
transactions
the hypercompetitive
airline
industry,
disappointing
customers
In theInhypercompetitive
airline
industry,
disappointing
customers
Copa
Airlines
online
is
a
disastrous
miss-step.
Copa
Air
knew
this,
and
online is a disastrous miss-step. Copa Air knew this, and roserose
to theto the
challenge
by putting
an online
virtual
the pilot’s
on their
challenge
by putting
an online
virtual
agentagent
in theinpilot’s
seat seat
on their
customer-facing
website.
mainmain
customer-facing
website.
© 2013
IntelliResponse
Systems
© 2013
IntelliResponse
Systems
Inc. Inc.
Airlines
putonline
an online
Virtual
CopaCopa
Airlines
put an
Virtual
AgentAgent
in in
the pilot’s
on their
customer-facing
the pilot’s
seat seat
on their
customer-facing
website.
totheir
see their
results.
website.
ReadRead
on toon
see
results.
SOLUTION:
SOLUTION:
AnAn
online
Virtual
Agent
now
serves
asas
Copa’s
automated
online
Virtual
Agent
now
serves
Copa’s
automated
‘concierge’
catering
to to
every
customer
question
online.
‘concierge’
catering
every
customer
question
online.
Air deployed
an online
virtual
agent
powered
by IntelliResponse
to greet
visitors
to www.Copa.com.
The The
Air deployed
an online
virtual
agent
powered
by IntelliResponse
to greet
visitors
to www.Copa.com.
CopaCopa
Airlines
experience
features
a
friendly
digital
persona,
named
‘Ana’
who
invites
customers
to
ask
questions
using
everyday
experience features a friendly digital persona, named ‘Ana’ who invites customers to ask questions using
everyday
natural
language.
Users
get agetsingle,
accurate,
approved
answer
to their
questions,
the very
first first
time,time,
along
withwith
a a
natural
language.
Users
a single,
accurate,
approved
answer
to their
questions,
the very
along
shortshort
list oflisthelpful,
related
questions.
Users
alsoalso
havehave
the ability
to view
a dynamic
list oflistthe
of helpful,
related
questions.
Users
the ability
to view
a dynamic
of top
the ten
top questions
ten questions
based
on previous
question
patterns.
ThisThis
takestakes
a potentially
frustrating
search
for information
and and
turnsturns
it into
a a
based
on previous
question
patterns.
a potentially
frustrating
search
for information
it into
swift,swift,
accurate
and and
enjoyable
experience
for all
accurate
enjoyable
experience
forcustomers.
all customers.
Copa’s
‘Ask‘Ask
Ana’Ana’
greets
online
customers
and and
encourages
themthem
to ask
Copa’s
greets
online
customers
encourages
to questions.
ask questions.
Copa’s
virtual
agent
answer
pagepage
instantly
provides
the single
correct
answer.
Copa’s
virtual
agent
answer
instantly
provides
the single
correct
answer.
Intent
recognition
enables
the virtual
Intent
recognition
enables
the virtual
agent
to provide
linkslinks
to highly
agent
to provide
to highly
RELEVANT
info info
that that
the customer
is is
RELEVANT
the customer
likelylikely
to betointerested
in next.
be interested
in next.
The The
virtual
agent
delivers
the SINGLE
rightright
answer,
virtual
agent
delivers
the SINGLE
answer,
rather
thanthan
pages
of search
results.
rather
pages
of search
results.
A linkA to
to the
the
Contact
page
isprovided
provided
customer
wishwish
toto escalate
theirtheir
query.
UsUspage
if aif customer
wishes
escalate
their
query.
link
toContact
the Contact
Us ispage
is provided
if customer
to escalate
query.
© 2013
IntelliResponse
Systems
Inc. Inc.
© 2013
IntelliResponse
Systems
AIRLINE
INDUSTRY
CASECASE
STUDY:
COPACOPA
AIR AIR
| 3| 3
AIRLINE
INDUSTRY
STUDY:
AIRLINE INDUSTRY
CASE
STUDY:
COPA
AIRLINES
RESULTS:
RESULTS:
Copa
sees
MAJOR
in questions
asked
online.
Copa
sees
MAJOR
liftlift
in questions
asked
online.
ASK
ASK
ANAANA
"7`!","!
35%
35%
JANJAN
20122012
Within
6 months
Within
6 months
of of
implementing
Ana’Ana’
implementing
‘Ask ‘Ask
online
queries
CopaCopa
saw saw
online
queries
to 42%,
thenthen
50%,50%,
jumpjump
to 42%,
of ALL
customer
service
of ALL
customer
service
channel
interactions.
channel
interactions.
50%
50%
ZFG!
At same
the same
At the
time,time,
theirtheir
call call
volumes
chatchat
volumes
havehave
and and
steadily
declined.
declined.
steadily
JUNJUN
20132013
PROVIDES
INSTANT,
ACCURATE
ANSWERS
CUSTOMERS
IN ENGLISH,
SPANISH
PORTUGUESE
‘ASK‘ASK
ANA’ANA’
PROVIDES
INSTANT,
ACCURATE
ANSWERS
FORFOR
CUSTOMERS
IN ENGLISH,
SPANISH
ANDAND
PORTUGUESE
50%
50%
Fully
HALF
Copa’s
customer
service
interactions
Fully
HALF
of of
ALL
of of
Copa’s
customer
service
interactions
HALF
of ALL
ofALL
Copa’s
customer
service
interactions
take
place
using
Ana’
online
virtual
agent.
nownow
take
place
Ana’
online
virtual
agent.
using
thethe
‘Ask‘Ask
MAJOR
REDUCTION
MAJOR
REDUCTION
IN IN
CALL
& CHAT
VOLUME
CALL
& CHAT
VOLUME
65%
65%
JANJAN
20122012
50%
50%
JUNJUN
20132013
44 1010
OUT
OUT
OF
OUT
OF
OUT
OFOF
INTERACTIONS
WITH
INTERACTIONS
WITH
‘ASK‘ASK
REQUIRE
NO PHONE
ANA’ANA’
REQUIRE
NO PHONE
OR CHAT
SUPPORT
OR CHAT
SUPPORT
experienced
a steady
decline
CopaCopa
experienced
a steady
decline
in callin &call &
volumes
implementing
Ask Ana.
chatchat
volumes
sincesince
implementing
Ask Ana.
up agents
live agents
require
This This
freesfrees
up live
who who
require
live live
support.
agentagent
support.
CALL
VOLUME
GROWTH
DECLINES
COPA
CUSTOMERS
PREFER
SELF-SERVE
CALL
VOLUME
GROWTH
DECLINES
ASAS
COPA
CUSTOMERS
PREFER
TO TO
SELF-SERVE
CALL
VOLUME
GROWTH
CALL
VOLUME
GROWTH
SLOWS
DOWN
SLOWS
DOWN
General
Baggage
General
andand
Baggage
infoinfo
are are
nownow
YoY CALL
VOLUME
GROWTH
YoY CALL
VOLUME
GROWTH
17%
17%
11%
11%
JAN-JUN
JAN-JUN
20122012 JAN-JUN
JAN-JUN
20132013
increasingly
being
automated
online
increasingly
being
automated
online
via Ask
so fewer
customers
via Ask
Ana,Ana,
so fewer
customers
havehave
the need
to phone
contact
center.
need
to phone
the the
contact
center.
By resolving
more
low-complexity
By resolving
more
low-complexity
questions
online,
Copa’s
contact
questions
online,
Copa’s
contact
center
agents
to handle
center
agents
are are
freefree
to handle
queries
require
support.
queries
thatthat
require
live live
support.
Virtual
Agents
101
Virtual
Virtual
Agents
Agents
101
101
How
Can
Airlines
Learn
from
Copa’s
Success?
How
How
Can
Can
Airlines
Airlines
Learn
Learn
from
from
Copa’s
Copa’s
Success?
Success?
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Consumers
areare
increasingly
interacting
withwith
Virtual
Agents
(sometimes
called
virtual
assistants)
as as
aas
means
to toto
Consumers
Consumers
areincreasingly
increasingly
interacting
interacting
with
Virtual
Virtual
Agents
Agents
(sometimes
(sometimes
called
called
virtual
virtual
assistants)
assistants)
a ameans
means
getget
problems
solved
andand
questions
answered
online.
Airlines
such
as as
Copa
AirAir
have
picked
upup
on
this
trend
getproblems
problems
solved
solved
and
questions
questions
answered
answered
online.
online.
Airlines
Airlines
such
such
asCopa
Copa
Airhave
have
picked
picked
upon
onthis
this
trend
trend
Airlines
andand
notice
an an
immediate
improvement
in CSAT
metrics
andand
even
online
conversion
rates.
and
notice
notice
animmediate
immediate
improvement
improvement
ininCSAT
CSAT
metrics
metrics
and
even
even
online
online
conversion
conversion
rates.
rates.
At At
their
core,
Virtual
Agents
areare
software
services
thatthat
engage
in automated
conversations
withwith
customers
in inin
Attheir
their
core,
core,
Virtual
Virtual
Agents
Agents
aresoftware
software
services
services
that
engage
engage
ininautomated
automated
conversations
conversations
with
customers
customers
self-service
environments.
They
empower
customers
through
their
journey
forfor
answers
andand
task
completion
by byby
self-service
self-service
environments.
environments.
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They
empower
empower
customers
customers
through
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their
their
journey
journey
foranswers
answers
and
task
task
completion
completion
simplifying
thethe
process
of of
delivering
information
across
multiple
interaction
channels,
likelike
the
corporate
web,
simplifying
simplifying
theprocess
process
ofdelivering
delivering
information
information
across
across
multiple
multiple
interaction
interaction
channels,
channels,
likethe
thecorporate
corporate
web,
web,
mobile,
social
andand
even
thethe
agent
environment.
mobile,
mobile,
social
social
and
even
even
theagent
agent
environment.
environment.
Virtual
Agents
areare
often
thethe
first
point
of of
contact
between
a customer
andand
an an
organization,
andand
areare
highly
Virtual
Virtual
Agents
Agents
areoften
often
thefirst
first
point
point
ofcontact
contact
between
between
a acustomer
customer
and
anorganization,
organization,
and
arehighly
highly
effective
in guiding
customers
toward
thethe
information
they
need,
in ainin
way
thatthat
is fast,
efficient
andand
enjoyable.
effective
effective
ininguiding
guiding
customers
customers
toward
toward
theinformation
information
they
they
need,
need,
a away
way
that
isisfast,
fast,
efficient
efficient
and
enjoyable.
enjoyable.
Leading
Virtual
Agents
equip
your
customer
interaction
channels
withwith
thethe
ability
to to
answer
customer
questions
Leading
Leading
Virtual
Virtual
Agents
Agents
equip
equip
your
your
customer
customer
interaction
interaction
channels
channels
with
theability
ability
toanswer
answer
customer
customer
questions
questions
by by
intelligently
recognizing
thethe
intent
behind
each
question.
In this
way,
a Virtual
Agent
cancan
deliver
thethe
single
byintelligently
intelligently
recognizing
recognizing
theintent
intent
behind
behind
each
each
question.
question.
InInthis
this
way,
way,
a aVirtual
Virtual
Agent
Agent
can
deliver
deliver
thesingle
single
accurate
answer
to to
a to
question
regardless
of of
the
hundreds
of of
ways
a question
cancan
bebe
phrased.
accurate
accurate
answer
answer
a aquestion
question
regardless
regardless
ofthe
thehundreds
hundreds
ofways
ways
a aquestion
question
can
bephrased.
phrased.
Airlines’
In Copa
Air’s
case,
customer
adoption
of of
their
AskAsk
Ana
virtual
agent
took
offoff
so
rapidly
thatthat
it now
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InInCopa
Copa
Air’s
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case,
case,
customer
customer
adoption
adoption
oftheir
their
AskAna
Ana
virtual
virtual
agent
agent
took
took
offso
sorapidly
rapidly
that
it itnow
now
accounts
accounts
forfor
50%
of of
customer
queries
posed
across
ALLALL
customer
interaction
channels.
for50%
50%
ofcustomer
customer
queries
queries
posed
posed
across
across
ALL
customer
customer
interaction
interaction
channels.
channels.
An An
illustrative
example
of aofVirtual
Agent
prominently
greeting
customers
on on
a on
website
home
page.
Anillustrative
illustrative
example
example
ofa aVirtual
Virtual
Agent
Agent
prominently
prominently
greeting
greeting
customers
customers
a awebsite
website
home
home
page.
page.
©©
2013
IntelliResponse
Systems
Inc.Inc.
©2013
2013
IntelliResponse
IntelliResponse
Systems
Systems
Inc.
AIRLINE INDUSTRY
CASE
STUDY:
COPA
AIRLINES
AIRLINE
INDUSTRY
CASE
STUDY:
COPA
AIRAIRAIR
| 5| |5 5
AIRLINE
AIRLINE
INDUSTRY
INDUSTRY
CASE
CASE
STUDY:
STUDY:
COPA
COPA
Enhanced Application
How Can Your Airline Can Drive More Value from Virtual Agents?
Relevant Offers Boost Conversion Airlines can use virtual agents to not only answer
common customer questions online, but also drive
conversion. How?
By leveraging the offer management capabilities of
virtual agent technology to deliver relevant offers to
customers right alongside the answer.
In the example to the right (shown for illustrative
purposes only), the virtual agent matches the intent
of the question “Do you fly to the Caribbean?” with
an offer to join the airline’s “RewardMiles” program.
Leading organizations have experienced a
significant raise in conversion rates after putting
this offer management technology to the test.
Voice of the Customer Insight Leading virtual agent technologies are capable of capturing every question customers and prospects ask, in their own
natural language, through any self-service interaction channel. This data is then automatically structured into intelligentlyorganized themes which marketers can explore, drill down and compare, right to the level of the individual question.
Sample screenshot of
how IntelliResponse
presents interactive
voice of the customer
insight for clients.
© 2013 IntelliResponse Systems Inc.
COPA AIRINDUSTRY
CASE STUDY:
AIRLINE
INDUSTRY
REPORT | 6
AIRLINE
CASE
STUDY:
COPA AIRLINES
55Key
5 Key
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How
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to
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How
toMake
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link
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page.
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yousaw
sawhow
howhow
CopaCopa
Airprovides
provides
“Contact
Us”link
linkon
ontheir
their
virtual
agent
answer
page.
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strong
a
strong
message
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to
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to
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your
commitment
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to
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And
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RELEVANT
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rd
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Website’s
Website’s
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Compliments
Compliments
ofofIntelliResponse
of IntelliResponse
and
and
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Research,
Research,
Inc.
Compliments
IntelliResponse
andForrester
Forrester
Research,
Inc. Inc.
©©2013
© 2013
IntelliResponse
IntelliResponse
Systems
Systems
Inc.
2013
IntelliResponse
Systems
Inc. Inc.
To
To learn
more
more
about
about
taking
taking
online
online
self-service
self-service
Tolearn
learn
more
about
taking
online
self-service
totothe
tonext
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level
for
for your
customers,
customers,
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