Digital virtual assistant—Omni-channel customer engagement success stories

Meet Jetstar Airways' virtual assistant.

48% of customers engage with Jetstar through Jess.

Company profile

Jetstar Airways is the fastest growing airline brand and one of the largest low‑cost carrier airlines in the Asia Pacific region. Its mission is to offer low fares to enable more people to fly to more places, more often. Since launching in Australia in 2004, the airline has carried more than 200 million passengers, operating more than 4,000 flights a week to more than 75 destinations.

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Jetstar's Jess, their digital virtual assistant

2017 Jess is the focal point of contact for all customer assistance—whether via website, mobile or Facebook Messenger. Jess is a triage service. She directs the customers to the best point of value to meet their travel needs. You could say Jess is a digital concierge, supporting self‑service on messaging platforms, mobile apps and web‑based assets. All the while delivering a human‑like, conversational experience to our customers.

George Goucher
AI, Robotics and Emerging Technology Performance Manager


  • Address customer demands for an enhanced self-service experience
  • Upgrade Jess capabilities to deliver seamless omni‑channel assistance
  • 30% growth in contact center queries
  • Reduce high call volumes during spike call periods



  • 82% virtual assistant success rate
  • 10.4+M conversations (2018)
  • 48% of customers engage with Jetstar through Jess
  • Jess triages customers to most suitable channel
  • ROI tracking at 270+%
  • IVR call volume down 17%
  • Virtual assistant contact volumes up 50%


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