How Spirit Airlines decreased phone support inquires by 76% with AI video

We spoke with Stephanie Diaz, Director Health & Wellness and Stephanie Casado Gutierrez, Manager Total Rewards Communications & Experience at Spirit Airlines. They shared how they went from text to video to drive engagement and adoption of new or updated benefit policies among 13,000 employees across the organization.

The Challenge

Stephanie’s team manages wellness, benefits, and leave policies. A key part of their role is to communicate these policies effectively and timely to ensure Spirit Airlines employees are happy and productive. A challenge for the team is to distribute information in a way that engages employees and helps them internalize it.

To address this, the team considered using videos to improve engagement and awareness of benefits. However, filming their own videos and relying solely on text posed some challenges:

1. Text is less engaging: Policies were posted on the intranet, but long text was not suitable for updates via email or for inclusion in the mobile app for flight attendants and other on-the-go employees to check in real-time.
2. Self-recording is inflexible: Stephanie would self record videos, but the constant change and fluctuations would mean re-recordings that would make video distribution hard to scale.

We have people who spend their entire workday in the air. It's about meeting them where they are. Obviously, a video is a great way to pique their interest and quickly provide the main points so they can quickly grasp the purpose. - Stephanie Diaz, Director Health & Wellness

The Solution

Using Synthesia, the team can now quickly create engaging update videos based on written policies.

The team uploads policies or other written material to Synthesia’s AI assistant, which synthesizes the key points into a video draft. Then the team edits the scenes and scripts until they are satisfied. Once finalized, the video is ready to be distributed through email, Spirit’s employee app, and the intranet.

This is what the team appreciates most about Synthesia:

Engagement tracking: By embedding Synthesia’s player into all communication channels, the team can now track engagement levels with the content across multiple platforms such as email, intranet, and the employee app.

Editing flexibility: With Synthesia, updating policies is a breeze to communicate to customers. An edit in the script and re-generating the video ensures the content is updated everywhere.

AI assisted video creation: Synthesia’s AI video assistant removes much of the friction from the video creation process. Uploading pre-existing material is turned into a video draft in just minutes.

The Results

Since using Synthesia for communications, the team has seen impressive results. A two-week benefits program rollout showed impressive results in terms of communication efficacy:

Increased video engagement: The team was able to increase video engagement by 6x compared to previous benefits comms. This is equivalent to over 326 hours of content viewed by 13,000 employees.

Support call containments: Since communicating policies through video, employee support inquiries over the phone have decreased by 76%, indicating improved retention of information.

Video communication at scale: With Synthesia, the team has created almost 300 videos, including updated versions based on policy changes that can be quickly distributed.

Switching from text to video has significantly boosted our engagement. Creating videos is no more difficult than assembling slides, and reviewing them is faster since it skips in-person review sessions. - Stephanie Diaz, Director Health & Wellness

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