AirAsia has selected Salesforce as its strategic technology partner as part of its efforts to create faster and more personalised service for its customers. The airline, which has renamed its customer care team to Customer Happiness, will deploy Salesforce's solutions including the Marketing Cloud, Community Cloud and Service Cloud.
The Salesforce Community Cloud powers the AirAsia support community in eight different languages, including English, Bahasa Malaysia and Chinese. It also empowers guests to self-serve with a knowledge database, allowing AirAsia to boost service standards, raise productivity levels and the capabilities of their service agents.
AirAsia Group CEO Tan Sri Tony Fernandes, said this year, the group will focus on making its guests happy by placing their needs at the centre of AirAsia's plans. The airline's service agents now have a single view of all cases from all support channels – web, phone, email, live chat, airport communications – and their complete history, allowing them to provide higher levels of personalised service.
“Complaints are free market research. These are things that companies pay a lot of money for consultants to tell them that same thing so we treat every complaint preciously,” Fernandes added.
AirAsia is not the only Malaysian airline that is taking steps to offer a personalised experience. Last December, Malaysia Airlines partnered with Amadeus Customer Experience Management to better understand its customers and deliver highly personalised offers across all touch-points. This allows the airline to maximise every revenue opportunity, such as purchasing excess baggage and including a chauffeur service upon arrival.