Front Page || Main Index || Corpus Christi News || Business || Texas || Sports || Entertainment || Selena
Friday, Aug. 7, 1998
Hello to airlines that know your voice
American leads way with program that understands instructions from top customers
By KATIE FAIRBANK
Associated PressFORT WORTH - It'll almost be like talking to a real person.
American Airlines is implementing a computer program that will understand spoken instructions from a select group of most-prized customers instead of taking commands from touch-tone telephone keypads.
United Airlines also has been using a speech-recognition program, but so far it's only being used by employees when they reserve travel. Northwest Airlines is planning to test the technology for some reservations and Delta Air Lines is considering it.
The airlines say that ultimately voice-activated technology will mean travelers one day will be able to find out when their plane is leaving or make reservations by just asking a computer.
``Touch-tone was the first step, but companies were finding that their callers didn't like it because it was too cumbersome,'' said Todd Berkowitz, marketing manager of Nuance Communications, which produces the speech-recognition program that American is using.
``Up to 60 percent of the callers at American would just punch zero,'' to talk to an operator, he said.
United Airlines spokesman Tony Molinaro said passengers just don't like punching in answers on a telephone keypad. ``They get lost, they feel they can't get back,'' he said.
So airlines are beginning to use voice-command software.
American, a division of Fort Worth-based AMR Corp., was the first to offer it to customers when it began the service this week for its executive platinum members. (American Airlines serves Corpus Christi International Airport.)
The top-tier travelers, who must earn 100,000 frequent-flier points a year, can now speak their identification number into the telephone. The computer then will pull up a list of personalized passenger information and an operator handles the call.
``We see this as a customer service enhancement,'' said American spokesman Tim Smith. ``It's a very personalized service for these top customers.''
The program so far is a mere baby step in what could be a giant leap for airlines.
``A pretty obvious next step is to have flight information available,'' said John Samuel, director of interactive marketing for American.
United, which has had success using a similar program for its employees, plans to have a flight information program ready by the end of the year.
Meanwhile, Northwest will offer voice recognition access to 10,000 frequent fliers starting in late summer or early fall.
``We'll get their input and suggestions and by the end of this year it will be out in a pretty big way,'' said Al Lenza, Northwest's vice president of distribution planning. ``For us, basically it's an extension of our reservation office. They now will have the Web, agents, our reservation office and the telephone.''
Spokeswoman Jackie Pate said Delta is interested in the technology for its automatic reservation system and is interviewing products and suppliers, but has no date in sight.
The airlines are leaning toward speech technology because it can improve customer service, as well as save money.
``That's because the cost of maintaining the operators at call centers is cost prohibitive compared to speech technology,'' Berkowitz said.
Molinaro said that is a consideration for things like flight information, but even as a money saver he doesn't ever see voice-recognition technology being used at United to book travel.
``That's the important part. That's where people really want people. I don't think people will accept making reservations and buying tickets from the voice software,'' Molinaro said.Post your comments about local news eventsFront Page || Main Index || News || Business || Texas || South Texas Outdoors || Birdwatching || Sports || Entertainment || Selena || Education || South Texas Attractions || World Wide Web