Don't search, find
Websites, mobile apps, Facebook – the number of channels customers can use to contact companies is constantly growing. This increasing digitization not only poses major challenges but also offers a great number of opportunities to smartly channel customer inquiries, avoid calls and to maximize customer benefit. One “magic word” in this context is self-service. However, that only works if you understand the users’ language in order to suggest relevant solutions. With the semantic search function eSearch, Lufthansa is offering its customers an innovative, state-of-the-art solution for online self-service. Longstanding partner Arvato provides the technology and editorial support.
With the slogan “Non-stop you,” Lufthansa is making a clear promise to its customers. On the one hand, the message hints at Lufthansa’s leading role in business travel management. On the other, the claim also addresses those traveling for pleasure, and the desires, experiences and dreams they associate with a Lufthansa flight. The airline also meets the high standards of quality inferred from the “Non-stop you” promise when interacting with customers via digital media. While customers of other airlines might get somewhat less support, Lufthansa provides all the information customers might need or want with the aid of an intuitive search function via the respective online or mobile landing page.
From customer inquiries to the right answer: Multifaceted support from a single source
eSearch is the innovative self-service solution that answers customer questions immediately online, providing assistance to passengers right when they need it. It also helps to avoid calls and written inquiries. The platform, software and technology are provided by Arvato. In addition, the Gütersloh-based service experts also cooperate closely with Lufthansa in the editorial context, maintaining the contents of the extensive knowledge database and ensuring the ongoing optimization of the semantic search function.
The solution is based on semantic search technology that helps the system determine the actual core of the question in order to deliver relevant answers. One example: A Lufthansa customer’s search for the term “legroom” will deliver suggestions such as “Can I reserve seats near the emergency exits?” or “Where can I find seating plans for the Lufthansa fleet?” Someone searching for “dog” will get information on the carriage of animals, while a search for “horse” will redirect them to Lufthansa Cargo. All important questions, from the actual flight to how to collect miles in the Miles & More program, are answered intuitively and in a solution-oriented way.
Complex analyses for individualized customer support
The system is available to Lufthansa customers worldwide in seven languages. Not only does it offer outstanding quality when it comes to answering customer inquiries, it also provides comprehensive analysis tools that help promptly identify development potential, thereby ensuring even more individualized customer support. The system enables Lufthansa remain true to its promise: “Non-stop you.”
Published in: TeleTalk, 18.02.2015