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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 also installed Avaya Aura Workforce Optimisation, which enables the company to make better informed and strategic decisions about workforce staffing needs to improve service delivery; as well as Avaya Voice Portal 5 and Avaya Interaction Centre," he said. "We chose Avaya's technology to enhance our customer experience. The system provides a stepping stone for us to expand the services provided by our contact centres in the future."

"The Avaya Interaction Centre is integrated with the airline's Microsoft Exchange Server, which enables e-mail communication between customers and call centre agents," said Ishak. Customers can e-mail agents with any query and the system automatically assigns and prompts an agent to respond, which improves service. We also plan to link the system's Web chat functionality with our Internet booking system. We will introduce logic into our website that detects if a passenger has trouble making an online booking. It then opens up a Web chat session with an agent. Customers will also be able to start their own Web chat."


Knowledge portal

"Malaysia Airlines developed a knowledge portal that lets staff find product and terms and conditions information using keyword searches while they interact with customers," said Malaysia Airlines head of KL call centre, Nahar Razali. "Previously, this information was spread out all over the place. We are now providing a data bank of information that enables our contact centre staff to access this information immediately, which improves the service they provide."

Malaysia Airlines' Ishak said that in 2011, Malaysia Airlines anticipated that it would reduce its call centre running costs by 18 percent by linking up all its contact centres. "This will enable the company to divert calls from Adelaide, Jakarta, Kuching, London and Los Angeles to its main call centre in Kuala Lumpur during peak times."

He added that the airline would soon deploy Avaya Operational Analyst software to provide real-time performance statistics to agents on wallboards around its contact centres. "This will enable the company to closely monitor each agent's status and easily identify areas that need improvement. This will help enhance the services provided to customers."



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