Etihad Airways and Tencent collaborate to launch CX enhancing WeChat mini programme

Etihad Airways has strengthened its ties with Tencent to launch its own WeChat mini programme to better engage Chinese customers, with the two companies also signing a memorandum of understanding (MoU) for a collaboration to increase tourism industry growth.

As part of the collaboration between two companies, Etihad Airways' WeChat mini programme allows the airline to interact with WeChat users via advanced features within the WeChat environment, without needing to develop a separate app or interface. The mini programme is expected to boost its outreach to Chinese audiences.

"The collaboration with Tencent presents a huge opportunity for Etihad, allowing us to engage with our guests on the biggest digital platform in China, speaking to them in their language and on their preferred platform. This is in line with our strategy of providing choice and customisation for our guests based on their preferences," said Robin Kamark, chief commercial officer of Etihad Aviation Group.

The collaboration will also see Etihad Airways leveraging Tencent’s cloud computing capabilities and social media platforms, such as WeChat, to better support its customer engagement strategy in China and other regions globally via the tech company's network and ecosystem partners.

“We are delighted to sign the MoU for the collaboration between Tencent and Etihad Airways, with a very pragmatic cooperation roadmap that rapidly formulates innovative strategies, supports the development of China’s outbound tourism, and further enhances our footprint in the Middle East market," said Poshu Yeung, vice president of Tencent International Business Group.

Etihad Airways launched its WeChat public account in 2016.

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