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Chatbot strategy - Visa conf 2017-03-08
Aeroméxico is launching a chatbot and implementing AI to enhance customer service, improve direct sales, and support its brand as a modern airline. The project aims to integrate omnichannel experiences for customers, utilizing various messaging platforms and AI technologies for functionalities such as flight tracking and ticket sales. With a focus on digital transformation, Aeroméxico seeks to be a top Latin American airline in e-commerce and digital innovation.
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Chatbot strategy - Visa conf 2017-03-08
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- 2. • Hello, I’mBrian Gross. I’m here to tell you about a new conversation at Aeromexico. A project to build a chatbot and implement artificial intelligence, or AI. • Just quickly let me tell you about myself. • VP of Digital Innovation, Aeromexico • Almost 3 years Aeromexico • From Los Angeles area • Degrees in Economics from UCLA and MBA from Rotterdam School of Management in Netherlands • Previously I was the product manager for Internet banking at a big international bank based in Holland, then in Atlanta I worked at AT&T – with new consumer apps & sites • In Summer 2014, Aeromexico contacted me to do a 3-month consulting study in e-commerce • I identified the areas of opportunity, and Anko (our CMO) asked me to stay on and launch a completely new e-commerce area with a $50 million investment, staff grew from 5 to more than 50.
- 3. Heritage • Flag carrier •Only legacy airline in Mexico • Part of SkyTeam • Was government-owned 1970-1988, 1995-2006
- 4. Now! • Great driveto modernization and efficiency from our large stakeholder Eduardo Tricio (Lala, largest dairy in the Americas), and Delta Air Lines. • New fleet including Boeing 787 Dreamliners, the most modern airliner in the industry • Network carrier connecting North and South America • Starting a JV with Delta Air Lines (49%)
- 5. • Insourced, staff5 à 80 • New website • API • New check-in kiosks • Chatbot, AI • Doubled Web as % of sales Digital transformation
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- 7. AM Digital Innovationsupports Profit Customer Experience Brand Best Latin American airline in e-commerce Global top 10 airline in digital innovation • So, why are we doing all this? We have three main goals • Increase Profit – this means we want to shift sales from agencies to direct sales • Improve Customer Service – we want to increase our NPS score, this translates into long-term profit and success • Support the Brand – including the image of a modern, tech-forward company • We want to be the Best Latin American airline in e-commerce • And in the world’s top 10 airlines in digital innovation.
- 8. It used tobe so simple… We need to be where our customer is • We had a website already in 1999. For ten years, very little changed. • Then in 2008 iOS App store opened – and in June 2012 AM came out with its first app
- 9. • And thencame social media… • Facebook, Twitter, LinkedIn, SnapChat, Instagram and YouTube. • And we have to be present on all of them, with different messages, different purposes, and different audiences. • But in parallel to this, people started using a new channel to communicate with each other…and not just privately
- 10. so we must providean Omnichannel Experience
- 11. Mexico is crazy formessaging… Highest use in the world! #1 WhatsApp #5 Facebook Messenger 26 million users Only USA, Turkey and Brazil have more 34 million users app in MX app in MX 122m
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- 13. 1) Bots happened… April2016 FB releases bots June-August 2016 AM partners with Yalo and Visa April 2016 KLM bot goes live
- 14. Bots happened… • FBwanted to replicate the success of WeChat in China
- 15. 2) Artificial Intelligencehappened Top hot AI technologies: 1. Natural Language Generation 2. Speech Recognition 3. Virtual Agents 4. Machine Learning Platforms 5. AI-optimized Hardware 6. Decision Management 7. Deep Learning Platforms 8. Biometrics 9. Robotic Process Automation 10. Text Analytics and Natural language processing (NLP) — Forbes, Jan. 2017
- 16. 3) Our APIhappened Aeromexico .com New App Aeromexico API New Kiosks Sabre Shopping, Booking Sabre PaymentsSabre Check-in Chatbot/ Messenger Adyen Artificial Intelligence (Yalo) WorldPay
- 17. Bots – whatfor?! “Be where your customers are” Questions And Answers Inspiration Check-in and Trip Notifications Ticket sales Customer Service
- 18. We’re in thepress and winning awards! Press Release Dec 6, 2016 – articles in El Financiero, Milenio AMIPCI (MX Internet Assn) 2 awards on Dec. 1, 2016: “Best project in the Travel vertical”, “Best project in the Technology category” *although they didn’t quite understand what Messenger or a chatbot are…
- 19. V1.0 September 2016 •Search flight (view choices in the responsive website) • Track flight • Get information – Baggage policy – Travel documents required
- 20. Select flight andbook in Messenger except payment on AM.com February 2016 1849 184
- 21. Demo Mexico – fullfunctionality m.me/AeromexicoMX USA – m.me/AeromexicoUS Europe – m.me/Aeromexico (planned) LATAM – m.me/AeromexicoLATAM (planned) Access may be limited from some countries
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- 23. With Visa assetse.g. • Cybersource Decision Manager • Tokenization • Visa Checkout • Secure, PCI • High approval rate • Reconciliation • Automatically issue ticket • Confirmation page and email 1) Payment in Messenger Concept by Visa Innovation Center
- 24. 2) Questions andAnswers Phase I - April • Natural language (NLP) • Spanish • Answers and links • System learns - AI Future • Salesforce Knowledge Base • English • Voice • 1 on 1 marketing ¿Cuánto equipaje puedo llevar? ¿Cómo trabajo en Aeroméxico? No entregaron mi maleta… ¿Cuánto cuesta el vuelo a León? ¿Mi vuelo está a tiempo? ¿Necesito visa para Canadá?
- 25. 3) Trip Concierge •Alerts • Check in • Boarding pass • Sell ancillaries • Help at Airport • Notifications – Messenger – Aeromexico App – Built-in Android, iOS, Chrome, Safari
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- 28. 5) Voice Vendor Virtual assistant Smart speaker Built intoOS Mobile app Amazon Alexa Echo +many “things” Google Google Assistant Google Home Android Allo Apple Siri iPhone /iPad (iOS) Microsoft Cortana Windows 10, Xbox Cortana Amazon Alexa
- 29. • 10 millionAlexa devices sold • Google advantage – Gmail, calendar • 3rd party apps • Voice + screen? Voice… Google Home
- 30. • Mission, KPIs •Roadmap • Outsource – but be informed • Local startups or global integrators So you think you want a bot?
- 31. bgross @ aeromexico.com MX:m.me/AeromexicoMX US: m.me/AeromexicoNA Thank you