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Anat Givoni Cohen

Customer Communications Manager
El Al Israel Airlines

Short after graduating Industrial Engineering at Tel Aviv University in 2003 Anat joined El Al airlines. Working in a variety of economic and technological roles across the Airline she had the fortune of discovering an exciting industry always on the move. In the last few years she has been leading the customer communications department in the Digital and IT division including all of the CRM and contact center solutions. In search of means to improve customer experience and deflecting calls to more cost effective channels she initiated and managed the implementation of a highly innovative Hybrid Messaging Bot solution and was proud to be the first Company in Israel and one of the first in the world to Launch customer care via WhatsApp last year. Until today, the feedback from their customers is exceptional and the commercial results are very good. These days El Al continues to expand the use of this excellent solution and is looking forward to providing their customers with more advanced ways to communicate with them.


EL AL has launched an innovative service by the Israeli Start-Up Company ServiceFriend that integrates AI human agents seamlessly. They have integrated the service on their messaging channels (SMS, FB Messenger and one of the first in the world to provide customer care on WhatsApp). The service lets customers communicate with EL AL simply and conveniently as they do with their friends. The business results are exceptional 30% of call center service interactions are via messaging with agent agents productivity by X2.5 compared to voice – this is due to the leveraging of AI in this hybrid bot solution - 50% of the messages to customers are sent by the Bot and 70% are not typed but suggested to the agents by the AI. They aim to deflect 70% of interactions to the messaging channels with agent productivity X3 of voice with high NPS.


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