Holland America Line Discovers Increased Informed Purchasing with Copilot Studio Agent
Deep Telemetry and Impressive Response Rates
To create an excellent customer experience, Holland America Line took a phased approach to enhance their AI agent, Anna. The first version, referred to as the "first-generation Anna," underwent a three-month rollout that included multiple testing phases. Initially, Anna was introduced as a tool for contact center agents, assisting them in responding to customer inquiries. Following this, the AI tool was tested internally among the company’s employees. After careful evaluation, it was then launched on the external website. This launch began with a rollout to just 5% of website users, before gradually expanding to 50%, and finally becoming available to 100% of website visitors.
Holland America Line anticipates that as Anna’s capabilities continue to expand, customer engagement levels will increase significantly.
Monitoring and Feedback Mechanisms
To assess Anna’s accuracy and overall performance, Holland America Line utilized a variety of monitoring tools and data sources. According to Chris Pettit, they leveraged the analytics tools built into Microsoft Copilot Studio along with connections to other analytical platforms to create an efficient feedback loop. This setup includes interoperability with Dataverse, which provides detailed logs of conversations and feedback from customers.
Additionally, Adobe Analytics supplies customized business metrics, while Application Insights from Azure Monitor delivers almost real-time technical monitoring for the platform. The integration of Copilot Studio allows the team to quickly analyze which questions Anna successfully answered and those she struggled with. “Using this data, we categorize responses into clear topics, making it easier to know where to direct our focus when updating content,” Pettit notes.
By utilizing generative answers and maintaining an effective monitoring and training process, Anna has reportedly achieved high resolution rates with early users, handling thousands of conversations each week. These positive response rates are instrumental in providing customers with faster access to necessary information, improving their overall experience with the cruise line.
Impact on Business and Customer Engagement
The positive impact of Anna on customer interaction is evident in the business results. "When customers engage with Anna, they are more likely to discover the perfect cruise that meets their needs," Pettit explains. Moreover, early evidence suggests that Anna may help lessen the volume of basic informational inquiries directed to contact center representatives, streamlining operations.
Enhancing AI for Customer Satisfaction
The developments for Anna are ongoing, with plans for expanding her capabilities. The initial Minimum Viable Product (MVP) version of Anna is currently active in the United States, with additional launches planned for Australia, Canada, and the United Kingdom. In these markets, Anna will provide tailored cruise and booking information specific to each locale. There are also plans to introduce Anna in non-English markets, widening her accessibility to a broader audience.
Looking ahead, Holland America Line is preparing to enhance the AI capabilities of Anna by incorporating supplementary functions. These enhancements will not only allow customers to book excursions, spa services, and drink packages but also help them find detailed information about various port and destination interests.
These advancements in Anna’s functionality will significantly enrich the customer’s journey from the beginning to the end of their cruise experience. "With Microsoft Copilot Studio, we have an effective platform to offer the advantages of generative AI to our customers, ensuring they receive faster service and an improved overall cruise experience," Pettit emphasizes.
The Marketing Perspective
Kacy Cole, the Chief Marketing Officer at Holland America Line, shares her insights regarding the transformation within marketing through AI-powered agents. The continuous evolution of AI like Anna plays a crucial role in reshaping customer interaction and reinforcing the brand’s commitment to delivering superior service.
