Case Study: Continental Airlines-This Call Is Being Monitored
Q.1 What are the business benefits of the CallMiner system? Provide some additional examples beyond those discussed in the case. Answer. There are several Business benefits of the CallMiner system in several different areas, such as Sales & Marketing, Customer Service and Operations. It allows Continental to understand the reasons why the customers contact them, the value of those communications, and the effectiveness of its service representatives in addressing the customers’ needs. It also allows for a significant reduction of the human resources needed and improves efficiency by allowing more time to analyse the data therefore building customer loyalty. The data can also be used to improve business decisions. Benefits of the CallMIner system:
1. Helps to determine what customers really want and whether the right action were taken 2. It helps to craft marketing plans and shape overall strategy. 3. The CallMining software also provided Continental airlines the opportunity to monitor agents’ responses to customers and thereby reveal areas in which agents needed more training, and by better educating agents they became more effective and efficient employees. 4. Reduced the number of calls agents made to the support desk reduced the number of reconfirmation calls, saving Continental Airlines more than $1 million annually 5. Measuring the response to a new offer or destination by reviewing both the amount and timing (relative to the announcement) of calls inquiring about it. 6. Providing data to support new initiatives, either to solve issues being currently presented or to justify new investments 7. Improves customer service efficiency and higher customer satisfaction 8. Reduced labour costs
9. Competitive advantage-CallMiner’s ability to recognize root problems within the reservation system and thus foster better and more effective customer service, promoting Continental’s ability to be a leader within the airline industry. 10. Call-mining technology combines speech recognition, speech analysis and data-mining capabilities to make it easy for companies to find specific information in audio archives and spot service gaps, sales opportunities and emerging customer trends. 11. Call-mining software also can search for phrases that agents didn't say - but maybe should have been by agents for legal reasons.
Airlines have struggled for years with keeping customers happy. There are so many issues such as missed or delayed flights and over bookings that have haunted airlines for some time that customer loyalty is crucial. If customers find a few things they like about an airline, they are going to stick with them. CallMiner has helped Continental with this. It has enabled Continental to address some of the root issues with its core systems such as registration and confirmations. Continental is fixing the problems and providing a better overall experience for its customers. It can be assured that many of these customers will continue to fly with Continental. Systems like CallMiner are boom for the businesses which claim to be a 24×7 at customers’ door steps. Data collected by the data miner systems can be used to train employees, enhance feedback from the customers’ response and reshape marketing decisions to make more loyal customers as only 20% of loyal customers of a business generates almost 70% of its profits.
Q .2 How can new technologies like CallMiner help companies improve their customer service and gain a competitive edge in the marketplace? Explain. Businesses exist for profits and continuously try to increase revenues. This can be achieved by increased automation like the CallMiner system and reduce human interface as a result minimum numbers of employees needed to conduct a efficient business. These data mining systems can also help the company to become more customers friendly and customer focused and gain better customer loyalty-which is...
References: Jack D Callon (1996), Competitive advantage through Information Technology, McGraw-Hill, Singapore, ISBN 0-07-114106-5
Arshad Mohammed and Sara Kehaulani Goo (June 15, 2006), Government Increasingly Turning to Data Mining [Online], Available:
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