Etihad Cargo has launched a Microsoft Dynamics 365 based Pulse CRM system, which the cargo and logistics arm of Etihad Aviation Group said would enable it to meet customer demands more proactively.

Etihad Cargo said its Customer Contact Centre handles more than 13,000 transactions per month, including customer enquiries and feedback, bookings and information requests. The transition to the new system is the latest step in the carrier’s digitalisation and continuous improvement journey, with the aim of empowering customer service agents with more customer-focused data.

The company said the new system provided its customer service team with improved tools, including an updated case management system, and customer information, such as the customer’s history, purchase records, sales interactions and a 360-degree view of customer queries.

“Etihad Cargo continuously reviews processes, procedures and systems to ensure the delivery of the highest levels of customer service,” said the company’s vice president commercial Tim Isik. “The transformation of Etihad Cargo’s Customer Contact Centre through the launch of this new system provides greater transparency and visibility, enabling customer service agents to track each transaction from initial contact through to resolution. This data will enable the Customer Contact Centre to identify processes where efficiencies could be achieved, which will ultimately provide Etihad Cargo’s customers with a streamlined and more efficient communication process.”

Using the new system’s real-time dashboards, Etihad Cargo said its Customer Contact Centre agents can access all data related to a specific customer or transaction. The Microsoft Dynamics 365-driven Pulse CRM also provides customers with the option to leave immediate feedback and access a ‘Net Promoter Score’ questionnaire, enabling the carrier to measure customer satisfaction at every query level.

Etihad Cargo is also exploring additional enhancements, including the integration of Microsoft Power BI, which will facilitate additional efficiencies through reporting and dashboards that will enable customer service agents to measure, monitor and optimise the customer experience.

The carrier is also planning to incorporate conversation intelligence and the automation of routine transactions, which will further reduce the time between first contact and the completion of transactions.