The Case of Hear – Making Every Customer Conversation Count

This collaboration is part of Cockpit Innovation’s Fast Pass to POC program.

Cockpit plays a pivotal role in bridging real business challenges with cutting-edge solutions, creating the conditions for focused, high-impact pilots like this one.

For us, it was the perfect environment to demonstrate value quickly and meaningfully, with clear goals, direct access to decision makers, and full alignment from day one

The Challenge

As Israel’s national airline, EL AL manages high volumes of customer service calls every day. Yet, three persistent challenges were holding back the efficiency of their contact center operations:

• No structured feedback for representatives: Without systematic review, it was difficult for team leads to coach agents effectively.
• No CRM-ready summaries: Valuable call information was being lost or manually entered, limiting cross-team visibility.
• Limited understanding of call reasons and compliance: EL AL couldn’t clearly identify why people were calling or if agents were adhering to protocol.

With growing pressure to improve experience, reduce time spent on manual QA, and surface actionable insights, EL AL needed a smarter, faster way to make every customer conversation count.

The Solution

Hear is a generative AI platform that analyzes 100% of customer interactions, delivering summaries, agent evaluations, compliance insights, and more, adapted to fit each client’s unique goals. For EL AL, we focused the solution on three core capabilities, delivered in Hebrew, as required by the client’s team.

• Call Summaries: High-quality, CRM-ready summaries of each call.
  
• Topic Classification: Categorizing calls by predefined and AI-suggested topics to understand customer intent.
  
• Agent Evaluation & Compliance: Transparent agent scoring based on what was said (and what wasn’t), aligned with EL AL’s standards.
  

Hear doesn’t just capture what happened, it translates every conversation into clear, decision-ready insight.

 

The Process

The partnership was born within the Cockpit Innovation (the innovation arm of EL AL) framework, where mutual alignment between Hear and EL AL became clear: EL AL needed visibility and automation, and Hear was purpose-built to provide it.

Cockpit provided the framework, governance, and collaboration tools to keep the POC on track, and aligned all stakeholders around success metrics.

Together, we defined a focused proof-of-concept (POC) process, with shared goals and transparent success metrics:

POC Objectives & Success Criteria:

1. Call Topic Identification
   • Goal: Classify calls by both predefined and AI-suggested categories.
   • Success Metric: 50% of calls correctly identified by topic.
2. Reducing Listening Time for Team Leads
   • Goal: Use summaries and smart search to cut down manual listening.
   • Success Metric: Score of 7 or higher (on a 1–10 scale) from team leads on time savings and ease of use.
3. Generating Call Summaries
   • Goal: Deliver summaries clear enough to be copy-pasted into EL AL’s CRM.
   • Success Metric: 80% of a 40–50 call sample judged to be high quality by EL AL’s head office team.

The POC spans two to three weeks, with a joint summary and next steps meeting scheduled upon completion. Initial calls for evaluation were provided from the first half of May.

 

The Outcome

Even in the early stages of the POC, EL AL is already seeing the value:

• Immediate clarity on why customers are calling, helping prioritize service improvements.
• A reliable way to track agent performance, which supports training and boosts accountability.
• Streamlined summaries that reduce manual work for CX leads and get customer intel into the hands of other teams, faster.

These insights aren’t just interesting—they’re actionable. They allow EL AL to close the loop between customer conversations and company response.

 

Lessons Learned / What’s Next?

What we’ve learned: Even the most seasoned contact centers benefit from tools that deliver clarity at scale. The ability to understand what customers are saying—and how agents are responding—has tangible operational value.

What’s next: As the POC continues, both teams are focused on validating measurable impact. Assuming results align with expectations, the groundwork is in place for a fast and efficient path to commercialization, with Cockpit’s continued support, both teams are preparing for potential scale-up and integration, reinforcing Cockpit’s role as a launchpad for real-world innovation