Malaysia Airlines rolls out Amadeus Customer Experience Management solution

Malaysia Airlines rolls out Amadeus Customer Experience Management solution

The airline industry is highly competitive, and travellers now have more choices than ever before.

This can make loyalty difficult to maintain, and to be successful, airlines need to tailor their services to what customers really want, so that they feel recognised and valued.

Delivering an excellent customer experience is core to Malaysia Airlines’ vision of the future, and with today’s agreement with Amadeus, the airline will put in place a key component that will help turn this vision into reality.

Amadeus Customer Experience Management is a cutting-edge solution that will help Malaysia Airlines intimately understand its customers and deliver highly personalised offers across all touchpoints, maximising every merchandising revenue opportunity.

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?

The technology takes data about the traveller from multiple sources, builds a 360-degree, real-time picture of who the traveller is, and integrates it with advanced personalisation logic so that the airline can cater to their implicit expectations and explicit demands while travelling.

“Malaysia Airlines has always taken pride in delivering outstanding, warm hospitality, and we see an opportunity to do so with an even greater level of personalisation.

“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.

“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,” said Izham Ismail, chief executive, Malaysia Airlines Berhad.

The solution helps airlines grow loyalty by exceeding traveller expectations – not only those of frequent travellers, but new and infrequent travellers as well.

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.

“Our vision of personalisation in the global travel ecosystem is to reach every customer, while delivering a premium.