Case Study: Ethiopian Airlines achieves 95% service levels and 49% website conversion lift with Genesys

Ethiopian Airlines improves service delivery and monetizes website window shoppers

Ethiopian Airlines, Africa’s largest carrier, needed to cut costs and grow direct sales but its contact center was hampered by siloed systems, poor call routing, no CRM or workforce management, and lost opportunities from website visitors. The company lacked a unified view of customers and real‑time insight into conversations, which led to high abandon rates, long wait times and missed revenue from “window shoppers.”

Ethiopian replaced its outsourced system with Genesys Cloud, adding Workforce Management and Predictive Engagement to enable omnichannel handling (voice, email, chat, self‑service), smarter routing and AI‑driven web engagement. Results included service levels rising to 95% (from 70%), average answer times dropping from 20s to 8s, abandoned calls falling from 20% to 3%, website conversions up 49% at six weeks (14% in two weeks), and website dwell time down 72%, while maintaining continuity through the pandemic without hiring additional staff.

Ethiopian Airlines

Getinet Tadesse

Chief Information Officer