LATAM Enhances Customer Service with AI: Identifies 90% of Users on First Contact
LATAM Airlines has taken a bold step in improving customer service by implementing artificial intelligence that automatically identifies 90% of users calling its contact center on the first attempt. Without requiring passengers to provide additional reservation details, the system recognizes their identity using just their phone number or ID document. This innovation has reduced handling time by 20%, streamlining the process for both customers and agents.
In 2022, the technology could only identify 50% of users.
Technology That Simplifies and Speeds Up
From Three Minutes to Seconds: How the New System Works
The identification system operates through a voicebot with three levels of functionality:
- Automatic phone identification: If the caller’s number is registered, the AI instantly accesses all necessary data.
- ID-based identification: If the phone number isn’t linked, the customer can provide their ID number (such as a CPF in Brazil), and the system retrieves their information.
- Alternative identification: As a last resort, another available piece of data from LATAM’s database is used.
This system complies with the General Data Protection Law (LGPD) and other privacy regulations, ensuring a secure and efficient process.
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Rafael Walker, LATAM’s Director of Service Transformation, emphasizes that this improvement is part of a broader vision: “We’re working to transform service by focusing on the entire customer journey, eliminating friction, and enhancing the experience through technology.”
According to Walker, 65% of requests are currently handled via the contact center. Previously, customers had to provide their booking number, which prolonged the process. Now, with the database linked to the voicebot, service is faster and more personalized.
Additionally, if a customer provides new information, such as an ID or phone number, it is added to the database for future automatic recognition, enabling continuous and progressive service improvements.
LATAM Aims for 95% Immediate Resolution with AI
2026 Goal: Resolve Nearly All Cases on First Contact
LATAM’s goal is ambitious: within the next few years, it aims to reduce the time taken to resolve requests via AI-driven channels by 95%. This will involve not only recognizing the customer but also anticipating their needs and offering proactive solutions.
One current challenge is reaching the remaining 10% of users who still cannot be automatically identified. “We’re intensifying efforts to authenticate these customers from the first contact,” says Walker. LATAM is also encouraging users to keep their data updated on latam.com, which is crucial for fast and personalized service.
The “70/50/2 Project”: Innovation with Vision
Generative AI Serving Employees and Customers
Since 2024, LATAM has been driving the “70/50/2 Project,” which aims to achieve the following within two years:
- 70% of requests resolved by conversational AI bots.
- 50% of interactions managed proactively.
All of this accomplished within a 2-year timeframe.
This approach not only transforms the relationship with passengers but also the way the company operates internally. LATAM has implemented “AmelIA,” a generative AI platform based on GPT-4 and DALL·E 3, developed in collaboration with OpenAI, for its 35,000 employees across six countries. Named after aviation pioneer Amelia Earhart, this tool allows teams to optimize their time and focus on strategic tasks.
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Un apasionado por la aviación, Fundador y CEO de Aviación al Día.