Personalization Arrives in the Voice Channel
It’s amazing how quickly you get used to personalized customer service. Most merchants and companies I do business with have a personalized web experience. On Amazon, Netflix, eBay I’m greeted by name. My recommendations are highly tailored and my account information is readily accessible.
I’ve been waiting for this for years on the phone, and it’s finally happened.
I was just greeted by name when I called American Airlines. It’s about time!
American has just deployed a really amazing new system that has some really cool features. My favorite is one of the simplest — I can opt-in so my cell phone is recognized, so I’m immediately identified and authenticated.
“Thanks for calling American Airlines. Welcome back, Steve.” It’s very cool. Better yet, I get proactive service — when I’ve got a flight coming up, I automatically get flight status. When I land, I’m offered help with lost baggage. If I need to be rebooked, it is handled automatically. The most common options are menu-free — they’re proactively offered.
The phone has taken a huge step forward.
Are you an American frequent flyer? Try it! You can get information on the American Airlines website.
TuVox built this system using multiple personalization techniques. A series of dynamic features are used to create a highly personalized experience. Some of the personalization features include greeting by name and context-specific menus — so that I’m only offered appropriate choices at any point.
The other key element of a next-generation personalized experience is what we refer to as ‘anticipating intent’. The American application looks at your current status to see if you’re flying; if you’re between legs of a trip; if you’ve just landed; if you’ve got an upcoming return flight, etc. On top of your status is event-based information — are planes late, have you been re-booked. The combination of these may result in a high probability reason for a phone call.
Anticipating intent allows American to offer service without having to present a menu selection. This is very forward-thinking and breaks significant new ground for a phone system.
This is the phone system of the future, here today.
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To “Remember Me” is to Love Me
I love this system!!! I signed up for the American Airlines Remember Me feature yesterday and the process was really easy. I called AA at 1-800-433-7300 and simply said “Remember Me”. The system knew what I wanted and took me through the enrollment process.
All I needed was my AAdvantage number and my zip code. (Note: be sure your AAdvantage profile has your current cell phone number or it won’t work. I had to go to AA.com to update mine.)
In my opinion, this system is more than a customer service tactic, it’s a customer service philosophy. When I call a lot of other companies, they tell me to go to their website (which is very annoying).
American uses what it knows about me to provide proactive service. The American slogan “We know why you fly” is more than lip service and the Know Me system is a testament to that.
American Airlines Remember Me program