Background
With its expanding global flight network and growing customer base, the Airline recognized the need to integrate passenger experience into a digital and omnichannel structure. High-volume and multilingual call management was required for reservations, ticketing, baggage, and loyalty program transactions. To meet this need, the Airline partnered with Pusula CX to deliver a comprehensive call center solution, capable of operating 24/7 in 16 languages.
Objectives
- Provide passengers with 24/7 access in 16 languages
- Minute-based inbound, outbound, IVR, and social media-supported call management
- Deliver end-to-end solutions for reservations, ticketing, and loyalty program services
- Improve customer satisfaction through KPI- and SLA-driven service quality
- Ensure full compliance with ISO 27001, 22301, and 10002 standards
Implementation Process
1. Multilingual Staff Organization
- Representatives proficient in 16 languages, selected based on language certifications (YDS 75+, IELTS 6.5)
- Minimum 1 year of call center experience required per agent
- Only candidates achieving at least 85% of success in post-training exams were assigned to duty
2. Training and Integration
- Comprehensive technical training provided on airline systems
- Reservation and ticketing training: 15 days
- Baggage operations training: 5 days
- Each representative completed modules on communication, stress management, and crisis simulation
3. Service Quality and Performance Monitoring
- At least 80% of calls answered within 20 seconds (90% for elite lines)
- This target had to be met for at least 20 hours each day
- Penalties: 0.2–0.3% of inbound invoice for underperformance in service level
- Additional penalties: ₺300,000 for every hour of downtime, and ₺450,000 per day for service launch delays
4. Omnichannel Service Infrastructure
- Requests via email, SMS, online chat, and social media were managed through the call center
- Mobile app support requests handled via back office
- Each call logged and reviewed by quality teams (1% audit rate)
Performance Indicators (First 4 Months)
| Indicator | Target | Achieved |
| Answer rate within first 20 sec (Inbound) | ≥ 80% | 82.4% |
| Elite line answer rate | ≥ 90% | 91.7% |
| Post-call satisfaction survey score | ≥ 4.3 / 5 | 4.5 / 5 |
| Staff successfully passing training | ≥ 85% | 93% |
| Billable IVR-to-operator transfer rate | < 10% | 6.7% |
| Errors requiring penalties | Zero tolerance | 0 cases |
Value-Added Services
- Special protocol routing systems for high-risk passenger profiles
- Advanced call analytics for loyalty program interaction insights
- Personalized voice greetings during IVR-to-operator transfers
- Daily reports on complaint distribution, demand analysis, and suggestion pools
What has been learned
“In airline communication, speed is measured not only in minutes, but also in multilingual accuracy, continuity, and reliability.”
The Airline adapted its call center experience to global passenger expectations, ensuring sustainable end-to-end customer satisfaction.
Conclusion
Through this project, and in partnership with Pusula CX, the Airline achieved multilingual, omnichannel, and high-volume call management with high service levels and minimal error rates. By digitizing the passenger experience, it established a customer service standard that sets an example within the aviation industry.
