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| CLIENT |
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ATA Airlines
Indianapolis, IN
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PROJECT
FOCUS |
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Improve the sales conversion rate in two call centers by providing ATA Associates with a customer contact process that delivers world-class customer service
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| OVERVIEW |
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ATA Airlines is one of the leading low-cost alternative airlines that generated over $1.4 billion in revenue in 2002. The company has two call centers with more than 600 customer service Associates that receive 5.3 million inbound calls annually. Associates who handle these calls are challenged with converting these sales opportunities into ticket sales. Supervisors are responsible for coaching the Associates to deliver world-class customer service and increase the conversion rate. Since 9/11/01 the travel industry has experienced a significant slow down which has made it even more important to make every inbound call matter.
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| OBJECTIVES |
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The primary objective of the project is to provide the Customer Service Associates with a consistent customer contact process and call flow that will enable them to deliver excellent customer service and maximize sales on every inbound call. A secondary objective is to give Supervisors and Managers a consistent coaching model that focuses them on building their Associates' customer service and sales skills for improved results.
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| RESULTS |
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Since the beginning of the project, ATA has experienced some very positive qualitative and quantitative results.
- Improved PSE (conversion rate) has resulted in $20.6 million in incremental revenue from January through May
- Customer compliments have increased by 400%
- Complaints are down, reservations previously received the most and now has dropped to 4th in the company
- Supervisors now execute a continuous improvement coaching process – employee morale has improved as a result
Due to the project's success, ATA Airlines has partnered with The Next Level to deliver training to all new hires and to continue providing coaching support to Supervisors and Managers. |
