Amelia: help or gimmick?

By | Category: Travel news

Amelia is a chatbot introduced by Wizz Air to answer travel questions and help them with their flight details.

Wizz Air A-321
Wizzair now has Amelia to help passengers

Why?

According to Zsuzsa Poos at the airline, Amelia will “really transform Wizz Air’s customer experience.”

By automating processes the airline thinks that it will deliver high customer satisfaction and plans to add a growing number of self-service options.

But is this any difference from those lists of frequently answered questions that appear on every travel website and which I find does not answer the particular question I have?

What Amelia seems to offer is a name under which the customer service functions are joined together be they appearing on the airline’s website or at its call-centres. If so, then giving it a name and humanising it might be a shrewd marketing idea. That is if passengers and prospective passengers buy into the idea. And that Amelia delivers want people want which I think are crisp, no nonsense answers that can only be interpreted one way.

People like talking to a human and that becomes even more important the larger a company grows. Yet First Direct, Marks & Spencer ad even the biggest of them all – Amazon – retain high marks for customer satisfaction despite the fact that human contact can be in short supply.

Wizz Air is fast growing. It now operates from Aberdeen, Belfast, Birmingham, Bristol, Cardiff, Doncaster/Sheffield, Edinburgh, Gatwick, Liverpool, Luton and Southend leaving it with few gaps in its UK coverage. In turn, those airports serve up to fifteen destinations in Spain, ten in Greece, three in Portugal and one in turkey pretty much covering where leisure holidaymakers want to go.

If Amelia can make it easier for both passengers and Wizz Air to operate whilst maintaining good customer service and satisfaction then, it will have been a success, gimmick or not.

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