SEPTEMBER - 2023MARTECHOUTLOOK.COM8IN MY OPINIONBy Candice Iyog, Vice President - Marketing and Customer Experience, Cebu Pacific AirCandice IyogCUSTOMER CENTRICITY GOES DIGITALAccording to researchers, customers who experience physical warmth or talk to a human being are more likely to make a purchase. But what should a business do when borders close and customers and their families are ordered to physically isolate due to a global pandemic?The global pandemic that started in March 2020 was the major catalyst that pushed Cebu Pacific ­ the Philippines' leading carrier ­ to speed up its digitalization pivot.CEB, a low-cost carrier, places passengers at the heart of its business and innovates to improve customer experience. Yet, it needed to adapt to the times.CEB Introduces ChatbotThe airline observed that in the first quarter of 2021, 87 percent % of our passengers used Cebu Pacific's website to directly book flights. Along with this, 67 percent % were able to conveniently manage their bookings online when there were flight disruptions. This suggested that a suitable number of customers were ready for the transition to a fully digital support, hence the replacement of CEB's Philippine call center number with the push to use Charlie the chatbot.
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