8 | | OCTOBER - 2022IN MY OPINIONAccording to researchers, customers who experience physical warmth or talk to a human being are more likely to make a purchase. But what should a business do when borders close and customers and their families are ordered to physically isolate due to a global pandemic?The global pandemic that started in March 2020 was the major catalyst that pushed Cebu Pacific ­ the Philippines' leading carrier ­ to speed up its digitalization pivot.CEB, a low-cost carrier, places passengers at the heart of its business and innovates to improve customer experience. Yet, it needed to adapt to the times.CEB Introduces ChatbotThe airline observed that in the first quarter of 2021, 87 percent of our passengers used Cebu Pacific's website to directly book flights. Along with this, 67 percent were able to conveniently manage their bookings online when there were flight disruptions. This suggested that a suitable number of customers were ready for the transition to a fully digital support, hence the replacement of CEB's Philippine call center number with the push to use Charlie the chatbot.While there was mixed feedback about chatbot Charlie as passengers took some time to adjust, CEB used these valuable inputs to ensure that it continuously improved the chatbot's conversation design and logic. Through the live agent surveys, guest feedback helped CEB determine opportunities for better user experience. Live agents were still available 24/7 should guests need additional support. Cebu By Candice Iyog, Vice President - Marketing and Customer Experience, Cebu Pacific AirCUSTOMER CENTRICITY GOES DIGITALCandice Iyog
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