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Avaya Helps China Southern Airlines Provide Superior Customer Services during Spring Festival Rush


Avaya Helps China Southern Airlines Provide Superior Customer Services during Spring Festival Rush

  • New customer service system helped increase connection rate, while reduce wait time and abandon rate
  • China Southern Airlines can centrally manage the whole customer service center and allocate resources
  • A task group was put in place to optimize contact center operation and ensure first-rate service during Spring Festival Rush

Beijing, China – During the recent Spring Festival Rush, Customers of China Southern Airlines may have noticed that it was easier to connect with 95539, the customer service line of the company, compared with past years. They may have found that wait time was shorter, and flight booking was easier. 


Statistics pointed the same way. Although customer calls increased by as much as 35 percent this year during the Spring Festival Rush, average wait time and abandon rate was reduced dramatically at the 95539 service line.


To prepare for the big increase of customer calls during Spring Festival, the most important public holiday in China, China Southern Airlines had deployed Avaya technologies and finished upgrading of the customer call center at 16 branch offices by the end of 2012. The new system adopted a structure that allows central management and allocating of all resources.  The status of all contact center agents can be seen at the headquarters, and the incoming customer calls are routed to the agents who can address the inquiries most effectively.


With the intelligent routing of the new system, the customer service center can effectively share internal resources and balance work load. The system can automatically predict wait time at each branch, and closely follow status of the agents. If one branch experiences an increase in customer calls, and the predicated wait time would likely exceed the configured level, calls are automatically routed to other less occupied branches.  This has effectively reduced wait time, and increased connection rate.


The customer service center of China Southern Airlines also set up a task group to ensure superior customer experiences during Spring Festival Rush.  Taking advantage of Avaya Call Management System, the task group closely monitored changes of call volumes, wait time and queue list so as to take prompt actions, including optimizing call distribution policies and adjusting agent resources. The 95539 service line achieved connection rate of above 90 percent even when the calls increased to 80,000 per day.


Based on the open platform of Avaya, China Southern Airlines also has developed VOS (Voice of Sky) application which enables one-stop services to handle all customer transactions including inquiries, flight booking, payment, member service, etc.   This has helped reduced time to process customer request by 20 percent.


The Avaya solutions that China Southern Airlines has adopted comprise Avaya Aura® Communication Manager, Avaya Aura Experience Portal, Avaya Aura Call Center Elite, Avaya Call Management System, Avaya S8700/S8300 Media Servers, and Avaya G700/G650/G450 media Gateways.


"Spring Festival Rush usually means great challenge for companies like China Southern Airlines. We are pleased to see that Avaya Contact Center technologies had helped China Southern Airlines to overcome these challenges and provide first-rate customer services. We believe that contact centers can create more and more values for enterprise customers like China Southern Airlines through close integration of communications technologies and business applications."
— John Wang, Managing Director, Greater China, Avaya


Airlines, China, Customer Service, Spring Festival Rush


About Avaya
Avaya is a global provider of business collaboration and communications solutions, providing unified communications, contact centers, networking and related services to companies of all sizes around the world. For more information please visit


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