Cebu Pacific eyes customer care with new command center

By Cris Evert Lato-Ruffolo |August 07,2018 - 09:40 PM

Cebu Pacific is focusing on becoming a customer-centered airline with its new multi-million command center in its headquarters in Manila.
CDN PHOTO/CRIS EVERT LATO-RUFFOLO

PASAY CITY — Low-cost carrier, Cebu Pacific Air Inc. (CEB), intensified its commitment to put customers’ concerns as its main priority with the presence of its multi-million-peso command center located in the company headquarters.

This is the airline’s first major step to revamp its services and improve passenger experience.

A total of 55-member team follows the trends on what people feel about CEB. They are also incharge in answering questions and concerns on the airline’s various social media platforms.

Jackie Lou De Paz, CEB director for customer care, said the command center allows real-time monitoring of trends and issues on social media which makes it easier to track and address customer complaints and manage potential risks.

Inside the command center are six large monitors showing real-time dashboards to track any customer problems and inquiries posted online.

De Paz said the airline adapted a cloud system from Salesforce, one of the leading providers of cloud-based customer relationship management technology to help administer and analyze the online traffic involving Cebu Pacific.

With this system, CEB’s team at the command center can detect issues in the social universe which concerns the airline.

De Paz said the team members can quickly act on each concern at the shortest amount of time.

Upon receiving a customer concern, a team member creates a case and files it in a database.

“They then cascade or alert the departments concerned to ensure the customer’s concern is addressed properly as soon as possible,” she said.

CEB opened the command center’s doors last July twice to media representatives from Visayas and Mindanao.

De Paz said most concerns come from desktop users from 10 a.m. to 5 p.m. Users switch to mobile after 5 p.m.

De Paz said the birth of CEB’s new destinations such as Masbate and Batanes started with social intelligence or from listening to what people discuss on social media platforms.

“Most of what we are doing now are (suggestions) from customers. Gone are the days when we just tell the customers that here is our product. These days, the suggestions come from our customers and then we discuss what we can do,” she said.

Candice Iyog, CEB vice president for marketing and distribution, said the airline is conscious about understanding and addressing their customers’ experiences.

In a statement, CEB noted that the command center allows them to listen to concerns, get feedback and other details on the circumstances of the passenger and provide resolution or much-needed assistance.

By 2019, CEB set the goal of having a ratio of none-to-one complaint for every 1,000 passengers and one commendation for every ten complaints.

It also targets less than an hour response time to sustain customer retention and loyalty.

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