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How AirAsia streamlined its customer support

With six name centers handling a couple of customer contact points – consisting of internet forms, stay chat, social media, and smartphone – throughout Asia, low-price airline AirAsia couldn’t reap an unmarried view of its purchaser interactions that become essential to serve its clients higher.
“If someone referred to like our name center in Manila the previous day and has another conversation with our stay chat team in Kuala Lumpur tomorrow, we wouldn’t have the history or expertise approximately that consumer,” stated Adam Geneva, leader consumer happiness officer at AirAsia.
This becomes because AirAsia changed into using siloed systems with various levels of compatibility with one another to power distinctive communications channels, Geneva said, including that there was a pressing want to get every slice of information approximately a client into one platform.
In early 2017, AirAsia decided to turn to Salesforce Service Cloud to carry all purchaser verbal exchange channels right into an unmarried cloud-based provider. Geneva stated the decision changed into made before he joined AirAsia approximately a yr in the past.
“Salesforce not best allows us to deliver a multi-channel enjoy for customers; it additionally gives us a single platform for one-of-a-kind elements of the enterprise together with sales and advertising,” Geneva stated. “Even our legal group makes use of it for their criminal control device.”
Geneva said AirAsia’s move to Salesforce additionally marked the start of its awareness on messaging systems from the likes of Facebook and Tencent that customers an increasing number of prefer to use to engage with brands. In China, for instance, AirAsia is using Tencent’s WeChat to speak with clients via a plugin evolved via a Salesforce associate.
Asked about the challenges in integrating all of AirAsia’s customer support structures such as its chatbots and reservation machine with Salesforce, Geneva stated apart from the use of application programming interfaces (APIs), the airline labored with onsite Salesforce specialists to perform the mixing.
Deploying Salesforce become now not a case of slapping on new virtual lipstick. AirAsia also took the possibility to tweak its customer service procedures. Frontline personnel, for example, are now empowered to remedy consumer issues without the want to are seeking more than one degrees of approvals, Geneva said.
That entails training frontline staff on product know-how and communications styles, which include tone of voice, which will humanize consumer interactions in their own approaches throughout a plethora of channels.
“Now, the emails we’re sending aren’t so much approximately the formal ‘Dear Sir’ stuff – our service groups were able to inject their personalities into their e-mails due to the fact they were educated on empathy and the way to take care of our clients.”
Geneva said every consumer communique is monitored by a command center in which obligation managers will educate those inside the carrier crew whose conversations won’t be consistent with AirAsia’s brand voice.
Some 18 months into its Salesforce deployment, AirAsia has been reaping returns with a patron pleasure rate of nicely over ninety%, according to Geneva. The business enterprise changed into lately topped the sector’s best low-value airline for the 11th 12 months going for walks inside the Skytrax World Airline Awards 2019.
“If you examine wherein we were twelve months ago, there had been excessive wait times and we had poor consumer satisfaction,” Geneva stated. “Today, the wait time for live chat is immediately and it’s a few minutes for social media.”
According to a latest Salesforce have a look at, a majority of clients polled throughout sixteen international locations in Asia-Pacific, Europe, and North America said they assume timely and related studies in which their options are recognized throughout more than one touch points.
In Singapore, 71% of customers assume organizations to interact with them in actual time and 70% of clients stated organizations want to convert how they have interaction with them.