Etihad Airways guests warmly welcomed everywhere with BT Cisco virtual contact centre
Robert Webb is Chief Information and Technology Officer at Etihad. When he discusses the impact of the BT Cloud Contact Cisco platform, he talks of Etihad Airways “re-imagining the digital guest experience …. in a fantastic partnership with BT and Cisco”.
To put that in context, Etihad had grown from serving 50 destinations to 116 destinations across multiple languages around the world. It had contact centres in Abu Dhabi and Al Ain in the UAE, and Manchester in the UK. Its challenge was that those legacy contact centres were run as individual sites. There was no sense of a single contact centre servicing the entire Etihad Airways business. A transformation was required to establish uniformly high service standards.
The creation of a single virtualised contact centre solution with Cisco Precision Routing, BT Optimise Contact on the agent desktop and workforce optimisation has delivered measurable business benefit. The contact centre has enjoyed a 10% increase in average agent efficiency. Specific teams have experienced up to 75% improvement in productivity. And answer times have reduced by as much as 30%, so the results really do measure up. What has been put in place is a set of next generation capabilities that is critical to the success of all of Etihad’s interactions with their guests around the world.
But as impressive as the technology has been, the people involved in the design, implementation and support of the solution have been at the heart of its success. Etihad consume the contact centre as a service, and as part of a Managed Service, with BT Advise professional services being used extensively across the programme.
It is interesting to hear Robert Webb speak of success being “a leveraging of economies of skill and scale, of technology innovation and of each other’s strengths and guest orientation.”
You can view the full Video Case Study here
