CUSTOMER RELATIONSHIP MANAGEMENT

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Our guests are our top priority and we strive to ensure that they have a great experience with us. We recognise that happy guests are repeat guests who also serve as the best ambassadors- in addition to promoting AirAsia, they are also credible. This is why we are guest-obsessed and place great expectations on our Customer Happiness (CH) Team.

Communication with Guests

Over the years, our customer engagement platforms have become stronger and more efficient, especially with the introduction of a comprehensive suite of online communication channels complementing in-person communication at our sales offices and airport counters.

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Our Response to COVID-19

In 2020, we were receiving over 250,000 calls/messages/online missives a day, which is more than the average of 60,000 pre-pandemic. In managing our distressed guests, below are some measures that we took to assist our guests:

  • Recruited 155 contract staff made up of AirAsia pilots and cabin crew to assist with the crisis

  • Introduced same-day credit account for cancelled flights and allowing them to credit the account for 2 years

  • Launched a “Flexibility for You” campaign for guests to either convert cancelled flights to credits and book a new flight within 2 years or change their flight date any number of times at no cost

  • Ran educational campaigns to help guests understand how to use AVA to submit their requests, which allowed faster processing through built-in automation

  • Launched an “AVAzing Grace” campaign to mitigate some of the negative social and media sentiment around our chatbot, which was handling more than 80% of queries during the pandemic

  • Launched a Safe Flying campaign to encourage guests to take up the credit option versus flight refund

Net Promoter Score

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In line with being guest-obsessed, we have been monitoring our Net Performing Score (NPS) since 2017. Emails are sent to guests before and after their trips, seeking feedback on various aspects of flying with AirAsia.

Our NPS has been increasing steadily from 2017, indicating vast improvement in the guest experience.

We are particularly proud of the significant jump in NPS from 2019 to 2020 given the challenging caseload our CH staff had to handle.

For full details and the complete AirAsia Sustainability Report 2020, click here.

Rizal Redzuan -