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Malaysia Airlines triples sales, reduces call centre costs by 18 percent

AvantiKumar | June 20, 2011
Case Study: Malaysia's national carrier selects Avaya call management and centre solutions.

Malaysia Airlines planes in action

PHOTO - Malaysia Airlines in action.

KUALA LUMPUR, 20 JUNE 2011 - Malaysia's national carrier Malaysia Airlines has tripled sales and reduced its call centre costs by 18 percent as a result of adopting enterprise communications solutions from Avaya

According to Malaysia Airlines vice president of distribution Mutalib Ishak, the airline selected Avaya technology to help to improve operations, increase productivity, and deliver better service. "[The challenge] was to transform call centre operations from support centres to profit centres."

Ishak said that in September 2010, the airline began a project to transform the contact centre at its head office in Kuala Lumpur. "The aim was to improve its service by giving customers the flexibility to reach the company by introducing new channels such as e-mail, fax, and Web chat; automating manual processes throughout the call centre; and re-engineering its call centres using the Lean Six Sigma methodology. The company also wanted to adopt leading training practices and world-recognised certifications; and transform its contact centre from a support centre to a profit centre."

He said the new integrated communications system helped customers to interact with Malaysia Airlines by phone, e-mail, fax, and Web chat. "This also introduced a payment capability that allowed customers to pay for their airlines tickets over the phone using an interactive voice response system or online. In addition, a knowledge portal allowed contact centre agents to find product terms and conditions information using keyword searches while they are interacting with customers. Managers can view the number of calls an agent had taken over a period of time and check quality and adherence to processes."

Established in 1937, Malaysia Airlines is the flagship carrier of Malaysia, flying nearly 40,000 passengers daily to around 100 destinations worldwide across six continents and operates call centres in Adelaide in Australia, Jakarta in Indonesia, Kuala Lumpur and Kuching in Malaysia, London in the U.K., and Los Angeles in the U.S.


 Enhancing customer experience

Ishak added that the airline engaged Avaya partner Jebsen & Jessen Communications to roll out the new integrated communications system. "The system comprises the Avaya Aura Call Centre 6.0, a core application that enables the company to track call centre productivity, handle transactions and share customer information in real time. It also deployed the Avaya Call Management System (CMS), an application that presents real-time, graphical contact centre status charts and an overview of each agent's operational status to determine if he or she is available or on call. This was integrated with the Malaysia Airlines' Ulysses customer management system. Now the system then routes calls to the next available operator while providing the full context of a customer interaction, including the customer's mode of communication, history and present needs."


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