AirAsia uses Salesforce to revamp customer service and marketing

Air Asia is bringing on Salesforce's suite of marketing and customer technologies as the airline revamps its customer care

Air Asia is partnering with Salesforce as the airline revamps its customer care across eight countries.

As part of the revamp, AirAsia will deploy Salesforce Sales Cloud, Service Cloud, Marketing Cloud and Community Cloud to provide a 360-degree view of customer cases for its service agents. The new cloud-based software will be available in eight different languages, and will also be used to provide guests with self-service options powered by a knowledge database.

Phase one of the program was rolled out between May and October last year, with the remainder due to be completed later this year. The airline has also renamed its customer care team to Customer Happiness.

AirAsia said service agents now have a single view of all cases and their history from all support channels - Web, phone, email, live chat, airport communications - as part of an effort to provide higher levels of personalised service.

While they previously used a range of on-premises programs, the switch to cloud based software aims to ensure the customer happiness team has a seamless view of customer cases across the global network.

“This year, our focus is on making our guests happy by placing their needs at the centre of everything we do. Salesforce is the heart of this customer-obsessed approach as it gives us a complete view of our guests across all customer touch points, allowing us to deliver faster, more personalised service,” said AirAsia group CEO, Tony Fernandes.

“Complaints are free market research. Someone took the effort to write to you to tell you where things went wrong and how they should be improved. These are things that companies pay a lot of money for consultants to tell them that same thing, so we treat every complaint preciously.

"I strongly urge our guests to make full use of the official support channels for the fastest resolution by our amazing customer happiness team, led by Mimi Phua."

AirAsia also recently appointed a customer relations manager based in Sydney, dedicated solely to the Australia and New Zealand markets.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu 

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