Eight months have ed since he gave start of its Digital Transformation in Brazil, LATAM is already reaping the first positive results of the project: fewer queues, faster purchases and boarding, and fewer calls to the call center. This is because the entire LATAM customer journey is becoming simpler, faster and safer thanks to the new tools for purchasing tickets and contracting additional services, managing the trip, requesting and completing refunds, waiving check-in, ing the company, among other processes.
Currently, for example, 65% of engers on the company's domestic flights in the country no longer perform any type of check-in and save up to 20 minutes of waiting and service time at large airports such as Guarulhos, in São Pauloit. In addition, the company managed to reduce by 60% the volume of calls made to the call center by customers who use the new platform, with the introduction of simpler processes and teams with autonomy to quickly resolve customer problems, doubts and requests.
“More than technology, this is a cultural revolution in the entire way we relate to customers and their own experience. LATAM engers increasingly have their flight and everything that involves managing that journey in the palm of their hand, available in a few clicks. He arrives at the airport more and more ready to fly. In practice, this means stopping wasting time with queues and bureaucracy so that you can enjoy what matters, which is your trip”, summarizes Rafael Walker, Director of Customer Care at LATAM Airlines Group.
More recently, in October, LATAM advanced in Brazil to the third stage of your Digital Transformation. After eliminating the need to check-in on domestic flights and launching its virtual LATAM Wallet, the company announced personalized service via WhatsApp for customers in higher categories of the LATAM program, faster and simpler refund and compensation processes with the functionality cash out of LATAM Wallet and a new platform for redeeming retail products.
For the next stages of the project, innovations are planned to accelerate the self-management of products and services – such as the expansion of the pioneer Express Baggage Drop-off -, the introduction of Express Payments at airports and the widespread and regular adoption of biometrics for faster and simpler boarding.
40% faster purchases and 65% of shipments without check-in
Logged into the new platform, which now saves their travel and purchase preferences, LATAM customers purchase their ticket and the additional services they want to include in their experience with just a few clicks. In practice, the process has become 40% faster, even capable of ing for automatic completion the names and registration data of relatives that the client has already included in other previous travel reservations, for example.
Already one of the first novelties of LATAM's Digital Transformation, the automatic check in not only does it allow saving up to 20 minutes of waiting and service at the airport, but it has even caused a reduction from 20% to 10% in the use of self-service terminals. This is because, when purchasing a ticket, the customer automatically receives a boarding digital and dynamic, which informs and updates all the information necessary for him to go directly to the boarding gate of his flight when arriving at the airport. Currently, 65% of engers on LATAM domestic flights in Brazil already enjoy this facility.
Increasingly resolute, LATAM has also transformed its service channels and customer interaction now takes place via integrated email, telephone, SMS and WhatsApp platforms. In the latter case, 30% of customers have already adhered to the muzzle (which digitally simulates human service) to clarify simpler doubts, such as schedules flight and baggage policy.
"Previously, more than a quarter of engers on a flight had to go to the call center to resolve any queries or problems related to their flight. Today, those who buy on the new platform, thanks to these new service processes and proactive interaction via Whatsapp, already have less need to call our call center, which resulted in a 60% reduction in the number of telephone calls by these customers. customers”, points out Raphael.
Refunds and Compensation in two clicks
Another recent change implemented by LATAM refers to refund and compensation processes. Thanks to its new platform, the company no longer issues Travel Vouchers in many cases, allowing customers to request and receive their refund directly to their credit card in a much faster and simpler way.
In addition, LATAM has just added to the platform in Brazil the functionality cash out for credits in the LATAM Wallet arising from compensation and indemnities. Thus, through two clicks, the customer sends these indemnity credits directly from LATAM Wallet to the bank used to purchase the airline ticket or service. All this in a period of 2 to 3 days, a period that previously required up to 16 days.
Next steps: enger increasingly “ready to fly”
Behind most of these LATAM innovations is the concept of the customer “ready to fly”. That is, the search for the enger to arrive at the airport literally “ready to fly”, already with boarding automatically generated by the company, all the additional services you need already contracted and fully familiar with the possibility of issuing the luggage tag and carrying out its dispatch completely autonomously.
In the future, with the introduction of biometrics in all shipments, another bureaucracy will also be digitally resolved: the customer will arrive at the airport with all their documentation already ed.
Street: LATAM Brazil
