MAS Uses Technology To Better Know Its Customers

Malaysia Airlines is partnering with Amadeus (no relation to the famous classical musician) to put in place a tool for building brand loyalty through an understanding of each and every airline customer.

Malaysia Airlines will adopt Amadeus Customer Experience Management, a solution that will help Malaysia Airlines intimately understand its customers and deliver highly personalised offers. The technology takes data about the traveller from multiple sources, builds a 360-degree, real-time picture of its customers. The data integrates with advanced personalisation logic so that the airline can cater to their implicit expectations and explicit demands while travelling.

The system will help identify information for questions like: Does the customer usually purchase excess baggage? Have they had a negative experience that warrants a little something extra on their next flight? Do they prefer chauffeur service upon arrival?

Amadeus helps airlines grow loyalty by exceeding expectations of frequent, as well as new and infrequent travellers. It can also help increase revenues by upselling tailored and relevant offers to customers, through the right channels and at the right time; and improve customer retention by delivering personalised, proactive care to frequent travellers in the event of disruption.

The Amadeus Customer Experience Management will be fully integrated with Malaysia Airlines’ existing Amadeus Altéa Passenger Service System, which the company migrated to in mid-2017.

“Technology offers us the ability to truly delight our customers, to know them better than ever before, and be able to propose to them the right offers at the right time through the right touch-point, all along their journey. This will be an important differentiating factor for Malaysia Airlines, and why we’re excited to adopt Amadeus Customer Experience Management,” said Captain Izham Ismail, Chief Executive Officer and Group Managing Director, Malaysia Airlines Berhad. “We’ve had a great journey with Amadeus so far. They’ve been a true partner – supporting our transformation and sharing the same drive to put the customer at the centre – and we’re glad to take this partnership further.”

Cyril Tetaz, Head of Commercial for Asia Pacific, Airlines, Amadeus said, “We have deep respect for Malaysia Airlines. What the airline has achieved in the past year and what it continues to strive to achieve is incredible, and we are humbled to play a part in its transformation. We’re delighted that Malaysia Airlines has chosen [our solution], and we are excited to continue working with Malaysia Airlines to adapt and evolve its products to go above and beyond meeting the needs of travelers.”

Amadeus and Malaysia Airlines have also celebrated a landmark accomplishment – the successful migration of the airline’s passenger service system (PSS) to the Amadeus Altéa Suite in mid-2017. The cutover means that Malaysia Airlines’ core passenger processes including reservation, inventory, check-in and departure control now run on Amadeus’ platform. Malaysia Airlines also completed a successful shift to Amadeus’ e-Retail Internet booking engine earlier in the year. The new Internet booking engine gives passengers a leaner, more user-friendly experience from booking tickets to pre-purchasing excess baggage, meals and managing loyalty points.

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