CX-15 · Customer Service Contact Centre Operations

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Process Flow Diagram (BPMN)

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L4 Process Steps

Step	Step Name	Role / Swim Lane	System	Input	Output	KPI	Dec?	Exc?
Phase 1 1.1	Receive inbound contact via omnichannel	IVR System / Virtual Agent	Genesys Cloud CX	Customer call, webchat, email, or social media contact event	Contact session initiated; channel and intent captured	First contact resolution (FCR) rate ≥75%	N	N
1.2	Attempt IVR / AI chatbot self-service	Virtual Agent	Genesys Cloud CX (AI Bot)	Contact session, customer-stated intent, IVR menu selection	Self-service resolution or escalation flag to live agent queue	Self-service containment rate ≥40%; bot CSAT ≥3.8/5.0	Y	N
1.3	Route contact to skilled agent queue	Workforce Management Analyst	NICE CXone	Identified customer intent, agent skill tags, real-time queue depth	Contact queued to appropriate agent team; estimated wait time published	Average Speed of Answer (ASA) ≤90 seconds; abandonment rate ≤5%	N	Y
Phase 2 2.1	Authenticate customer identity	Customer Service Agent	Salesforce Service Cloud	Customer-provided name, booking reference, FFP number, or date of birth	Identity verification flag set in CRM; authentication level recorded	Authentication success rate ≥98%; failed authentication escalation rate ≤1%	Y	N
2.2	Retrieve PNR and loyalty profile from PSS	Customer Service Agent	Amadeus Altéa PSS	Booking reference or loyalty account number	PNR itinerary, fare basis, ticket number, and loyalty tier displayed on agent desktop	PNR retrieval response time ≤5 seconds; PSS availability ≥99.9%	N	Y
2.3	Create or update CRM case record	Customer Service Agent	Salesforce Service Cloud	Contact reason, PNR details, loyalty profile, channel identifier	Case ID created with linked PNR, reason code, channel tag, and priority flag	Mandatory field completion rate ≥99%; case creation accuracy ≥97%	N	N
Phase 3 3.1	Categorise and diagnose customer issue	Customer Service Agent	Salesforce Service Cloud	Customer statement, PNR details, case record, NOC disruption feed	Issue category assigned (delay, refund, baggage, loyalty, complaint, IRROP)	First-call categorisation accuracy ≥90%; misroute rate ≤3%	N	N
3.2	Apply Tier 1 resolution per service policy	Customer Service Agent	Salesforce Service Cloud	Issue category, fare rules from ATPCO, service policy matrix, customer loyalty tier	Resolution action determined: rebooking, waiver, information provision, or compensation	Average Handle Time (AHT) ≤7 minutes; FCR ≥75%	Y	Y
3.3	Rebook or modify flight in PSS	Customer Service Agent	Amadeus Altéa PSS	Customer rebooking preference, available seat inventory, fare rules	Revised PNR confirmed; itinerary change notification sent to customer	Rebooking completion rate ≥95%; change-fee waiver audit compliance 100%	N	Y
3.4	Escalate unresolved case to Tier 2 specialist	Tier 2 Specialist / Back-Office Agent	Salesforce Service Cloud	Unresolved case ID, escalation reason code, full interaction transcript	Case warm-transferred with context; Tier 2 specialist assigned and notified	Escalation rate ≤15%; Tier 2 resolution within 24 hours ≥90%	N	N
Phase 4 4.1	Assess service recovery compensation eligibility	Customer Service Agent	Salesforce Service Cloud	Disruption type and cause, fare class, loyalty tier, EC261/DOT regulation applicability flags	Compensation eligibility decision (Y/N); recommended recovery action documented in case	Compensation decision accuracy ≥98%; EC261 regulatory compliance 100%	Y	Y
4.2	Issue compensation — miles, voucher, or refund	Customer Service Agent	Loyalty Management Platform	Compensation decision, customer loyalty account, fare paid, voucher policy matrix	Miles credited to FFP account, travel voucher issued, or refund initiated in PSS	Miles crediting accuracy 100%; voucher issuance within 24 hours; DOT-mandated cash refund within 7 business days	N	Y
4.3	Process policy exception with supervisor approval	Customer Service Supervisor	Salesforce Service Cloud	Agent exception request, case notes, customer loyalty tier and lifetime value	Exception approved or denied; case notes updated with justification and supervisor ID	Exception approval turnaround ≤10 minutes; monthly exception rate tracked as % of total contacts	Y	N
Phase 5 5.1	Confirm resolution and close case	Customer Service Agent	Salesforce Service Cloud	Resolution actions completed, customer verbal or written confirmation	Case status set to Resolved; wrap-up code, resolution notes, and handle time recorded	Same-day case closure rate ≥85%; after-call work (ACW) time ≤90 seconds	N	N
5.2	Trigger post-contact NPS / CSAT survey	CRM Automation	Medallia	Case closed event, customer email or SMS on file, marketing opt-in status	CSAT / NPS survey dispatched via email or SMS; response tracked in Medallia dashboard	Survey response rate ≥20%; NPS ≥45; CSAT ≥4.2/5.0	N	N
5.3	QA review, score, and coach agent	Quality Assurance Analyst	NICE CXone (Quality Management)	Recorded interactions, case notes, CSAT scores, compliance checklist	QA scorecard per interaction; coaching flags raised; compliance audit trail maintained	QA sample rate ≥10% of all contacts; QA score ≥85%; coaching session within 5 business days of flag	Y	N

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Process Attributes

Identification

Process IDCX-15

L1 DomainCustomer Experience & Loyalty

L2 ProcessCustomer Service Contact Centre

L3 NameCustomer Service Contact Centre Operations

L4 Steps16 across 5 phases

Decision Gates6 (all with iteration loops)

Exceptions6 documented

Swim Lanes (Roles)

IVR System / Virtual Agent

Virtual Agent

Workforce Management Analyst

Customer Service Agent

Tier 2 Specialist / Back-Office Agent

Customer Service Supervisor

CRM Automation

Quality Assurance Analyst

Systems & Tools

Genesys Cloud CXGenesys Cloud CX (AI Bot)NICE CXoneSalesforce Service CloudAmadeus Altéa PSSLoyalty Management PlatformMedalliaNICE CXone (Quality Management)

Key Performance Indicators

Receive inbound contact via omnichannelFirst contact resolution (FCR) rate ≥75%

Attempt IVR / AI chatbot self-serviceSelf-service containment rate ≥40%; bot CSAT ≥3.8/5.0

Route contact to skilled agent queueAverage Speed of Answer (ASA) ≤90 seconds; abandonment rate ≤5%

Authenticate customer identityAuthentication success rate ≥98%; failed authentication escalation rate ≤1%

Retrieve PNR and loyalty profile from PSSPNR retrieval response time ≤5 seconds; PSS availability ≥99.9%

Create or update CRM case recordMandatory field completion rate ≥99%; case creation accuracy ≥97%

Categorise and diagnose customer issueFirst-call categorisation accuracy ≥90%; misroute rate ≤3%

Apply Tier 1 resolution per service policyAverage Handle Time (AHT) ≤7 minutes; FCR ≥75%

Airline-Specific Risks & Pain Points

Channel fragmentation — voice, chat, email, and social handled by separate queues, driving repeat contacts and inflated contact volume

IVR containment collapses during IRROP events; customers bypass bot with repeated keypress-zero, spiking live agent demand by up to 300%

Skill-tag mismatches in WFM routing rules direct contacts to wrong specialisms (e.g. loyalty queries to general-service agents), increasing Average Handle Time by 20–35%

PCI-DSS compliance prohibits agents from handling raw card data; non-FFP member identity verification has no single standard, causing inconsistent agent behaviour and potential fraud exposure

Codeshare or interline itineraries may not surface fully in Altéa; agent must switch to a partner portal or call partner CLC, adding 3–5 minutes per contact

Inconsistent reason-code taxonomy in Salesforce yields corrupted trend reporting; root-cause signals for systemic issues (e.g. baggage carousel failures) go undetected for hours

Inputs / Outputs

Primary InputCustomer call, webchat, email, or social media contact event

Primary OutputQA scorecard per interaction; coaching flags raised; compliance audit trail maintained

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