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Airline Call Centers Missing the Mark on Quality Interactions

3rd Party Remote Call Monitoring Feature

August 04, 2014

Airline Call Centers Missing the Mark on Quality Interactions

By Susan J. Campbell, TMCnet Contributing Editor

The call center could easily be considered synonymous with the airline industry, as each has helped to propel the success of the other. Air travel is one industry for sure that caters to a worldwide audience. And, while a number of call centers are housed throughout the global marketplace, it doesn’t necessarily mean the company has a strong international call center. To be successful in helping citizens move throughout the world, however, such a center is an absolute necessity.


Just how big is the airline industry? According to the International Air Transport Association (ATA), approximately 6,575,343 people fly in an airplane every day. This is a significant portion of the population and suggests we would be hard-pressed to find individuals not directly impacted by the quality of customer care offered by an airline’s call center. In fact, this quality of care is one of the key areas where an airline can set itself apart from the competition.

According to a recent post by 3rd party remote call monitoring company BPA, there is a slight problem with quality care in the industry. Airline customers report that they are receiving a quality customer interaction only about 50 percent of the time. Strengths tend to lie in order taking and asking for a reservation and credit card information, which is really the easy part of the call. Weaknesses were identified in branding and closing the call politely.

These weaknesses and poor quality interaction rate point to significant area of opportunity. Call center managers can employ 3rd party remote call monitoring to identify areas where agents can be proactive, the overall approach to customer care can move from a commodity to a customer value and the knowledgebase could increase. Shoring up these areas alone could help an airline protect itself from threats such as merger competition, language barriers, unmanaged social media and outsourced customer contact centers.

Interestingly, customer satisfaction has a direct impact on the profitability of an airline. Given the growing competition and intensifying threats in the industry, it only makes sense to employ 3rd party remote call monitoring to identify areas of poor practice and improve interactions as a whole. It will demand a focus on both national and international interactions so strategies can be put in place to support both. In doing so, an airline can quickly outpace the competition and claim its spot of dominance in the market. 



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