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AirAsia adopts social CRM solution

AvantiKumar | March 17, 2011
AirAsia picks Eptica customer interaction software to manage customer service through social networks.

AirAsia adopts social CRM solution

KUALA LUMPUR, 17 MARCH 2011 - Malaysian low-cost airline AirAsia has chosen a CRM solution from European customer interaction provider Eptica to enhance customer service through online and social media networks.

AirAsia regional head of strategy, innovation and customer experience, Kamarulzaman Ahmad, said Eptica's customer self-service software has been installed into the airline's website to provide customers with immediate answers to their questions. "AirAsia has also integrated Eptica Self-service into its Facebook pages so that users of the social networking site can ask questions directly from Facebook and receive the information they need through that channel."

"Eptica's Self-service software is powering the new customer service portal airasia.comask that forms part of AirAsia's website," said Kamarulzaman.  "The technology from Eptica is enabling us to build on that insight and will help ensure that we continue to meet their needs."

"With an ever increasing number of people turning to the Web to book their holiday, we needed a solution that would allow us to engage with our customers through whichever channel they wanted," he said. "The ability to action potential sales leads, and address consumer concerns, expressed on social media, offers a powerful differentiator for us and by working with Eptica, this is something we will be able to achieve in the future."

"For too long, firms have adopted a haphazard and an uncoordinated approach to social media that doesn't help the firm or the customer," said Eptica CEO, Olivier Njamfa. "By putting social media at the core of its approach to customer service, AirAsia is redefining best practice for customer interaction management."

"People often go to social media sites to get updates on offers and information from a company and when they want to vent as a result of a bad experience," said Njamfa. "Integrating Eptica's Self-service into a company's Facebook page makes it easier for customers to get timely and accurate answers to the questions they have, which should help address concerns of customers before they post any negative comments."



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