what does it take to build a customer loyalty? leaguered airline industry, which is why Continental enlisted the help of Witness Systems, whose call-center software, Continental is ranked one of the 100 Best Companies to Work For in America by For- tune Magazine. In 2003, Fortune ranked Continental highest among major U.S. carriers in the quality of its service and products, and No. 2 on its list of Most Admired Global Airlines.

Continental Airlines: This Call Is Being Monitored
If you’ve ever placed a call to any big company’s customer service department, you’ve heard the caveat: “This
call may be monitored for quality assurance purposes.” But is anyone really listening? Someone is—or at least
the computers are—at Continental Airlines.
Building customer loyalty has become crucial in the be- leaguered airline industry, which is why Continental
enlisted the help of Witness Systems, whose call-center software, CallMiner, does more than eavesdrop: It
records conversations and captures every keystroke, so managers know whether the right actions were taken.
And because the ex- changes reveal what customers really want, Continental is also mining the data to help
craft marketing plans and shape overall strategy. Fortunately for Witness, which saw its revenues jump 60
percent to $108 million in 2003, that trend is catching on: 53 percent of its clients are now using such data
beyond the call center.
Continental Airlines is the world’s seventh-largest airline and has more than 2,300 daily departures. With 134
domes- tic and 92 international destinations, Continental has the broadest global route network of any U.S.
airline, including extensive service throughout the Americas, Europe, and Asia. Continental has hubs serving
New York, Houston, Cleveland, and Guam and carries approximately 41 million passengers per year on the
newest jet fleet among major U.S. airlines. With 42,000 employees, Continental is ranked one of the 100 Best
Companies to Work For in America by For- tune Magazine. In 2003, Fortune ranked Continental highest among
major U.S. carriers in the quality of its service and products, and No. 2 on its list of Most Admired Global
Airlines.

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