PETALING JAYA: Malaysia Aviation Group (MAG), the parent company of Malaysia Airlines and Firefly, has announced the launch of two transformative customer support initiatives, Premier Line and Live Chat services, as part of the strategic revamp of its Customer Engagement Map.
The airlines will also be introducing an artificial intelligence (AI)-driven chatbot across its platforms, which is expected to be launched in phases from the third quarter onwards, said MAG in a statement yesterday.
It noted the Premier Line is a dedicated premium call line offering bespoke and personalised support for Enrich Platinum and Gold members.
Since its inception, the Premier Line has achieved 100% service level, embodying the group’s dedication to providing exceptional service and assistance to its loyal customers.
In addition, Malaysia Airlines and Firefly have also recently rolled out the Live Chat function on both websites and mobile applications.
For Malaysia Airlines, the Live Chat is an expansion of the existing capability, whereas the Firefly Live Chat feature is a newly introduced feature to complement the current customer support channels.
By embracing digital solutions, the Live Chat platform facilitates real-time communication with the airlines’ support teams through a chat interface, providing customers a convenient means to seek assistance or resolve issues wherever they are.
According to MAG chief executive officer Ahmad Luqman Mohd Azmi, the group is cognisant of the challenges faced by customers in accessing support through traditional means. Therefore, it is committed to strengthening its support channels by incorporating advanced technologies to establish a robust system that meets their needs.
“With the introduction of the Premier Line and Live Chat services, we aim to enhance the customer experience and provide tailored support to our esteemed Enrich Platinum and Gold members as well as all our valued passengers.
“In line with our Customer Engagement Map, we will continue to invest in digital enhancements to improve customer experience, including the introduction of AI-driven chatbot assistance to provide our customers with even more options and seamless support.
“These initiatives will further support our quest in making our mainline carrier to be among the top-10 global airlines and top five in Asia Pacific by 2030,” he added.
Furthermore, the initiative aligns with the group’s broader long-term business plan 2.0 aspirations of becoming Asia’s leading travel and aviation services group, driven by one of its five strategic pillars of “digital as the cornerstone of our business” by embracing innovative digital solutions to enhance the overall customer experience.
The group remains steadfast in its dedication to elevate its customer support system which remains a pivotal component in its service delivery; ensuring that customers enjoy seamless end-to-end journeys from booking through to their arrival destination.
Malaysia Airlines had recently introduced its luxury private terminal transfer service exclusively available for Enrich Platinum, Business Suite, and Business Class passengers travelling with the airline.
Customers travelling to and from KL International Airport terminal one can experience being chauffeured by the BMW i7 between the main terminal building and satellite building, providing a sustainable and premium travel option exclusively for Malaysia Airlines’ passengers.
