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Tech to help Malaysia Airlines build ‘traveller first’ approach

AvantiKumar | Oct. 28, 2016
A new partnership will revamp customer experience as part of Malaysia Airlines’ recovery process.

Malaysia_Airlines_A330_economy_cabin (creative commons license)

Photo (CCL 4) - Malaysia Airlines cabin


Malaysia Airlines said it has formed a technology partnership to help revamp customer experience as part of its ongoing recovery process.

Peter Bellew, chief executive officer and group managing director, Malaysia Airlines, said the intention is to "focus on transforming passenger services, developing new revenue streams and revamping the online shopping experience for travellers."

Travellers are spoilt for choice in an increasingly competitive world and airlines must move from simply selling seats to providing an experience for their customers, which starts from the moment they start to shop, he said.

"We want to make it really easy for our customers to book great value Malaysia Airlines fares worldwide," said Bellew, adding that travellers today want to customise how they travel by picking individual services both à la carte or in a bundle that offers tangible value.

"They also want relevant offers delivered to them that take into consideration their preferences," he said.  "Technology will play an important role in Malaysia Airlines' transformation."

The business intention is ultimately to deliver improved revenues and a more seamless customer experience for travellers across alliance members.

Core passenger processes

 Bellew said that under the partnership agreement with technology partner Amadeus, Malaysia Airlines will adopt the full Amadeus Altéa Passenger Service System (PSS) to manage and improve all core passenger processes including reservation, inventory and departure control.

Peter Bellew and Hazem Hussein 

Photo - (From left) Peter Bellew, Chief Executive Officer and Group Managing Director, Malaysia Airlines Berhad; and Hazem Hussein, Executive Vice President, Airline Group, Amadeus Asia Pacific, Turkey & Eastern Europe.

Altéa, a common IT platform used by airline alliances worldwide, including 64 percent of oneworld member airlines, which provides the sharing in real time of availability, fares, customer and booking information with other oneworld partners.

"Our customers will be able to capture great flights with minimum effort with a great web booking experience and state of the art mobile applications to suit individual needs so passengers can look forward to a leaner, more agile experience, from booking tickets to pre-purchasing excess baggage, meals and managing loyalty points, all at the click of a button," said Bellew.
 Commenting on the partnership, Hazem Hussein, executive vice president, Airline Group, Amadeus Asia Pacific, Turkey & Eastern Europe said: "We share a common vision - to put the traveller first - and we're confident that our technology will help Malaysia Airlines stay at the forefront of change, grow its business, and improve competitiveness in one of the most dynamic regions in the world."
 Hussein said that travel agencies using will also benefit from this partnership. When an Amadeus travel agent makes a booking on an Altéa airline, both the travel agent and airline share a single reservation number and the same view of the passenger name record (PNR). Amadeus agents see airline updates to the PNR immediately and vice versa, reducing errors and allowing agents to provide the best service and duty of care to their customers.

"Having a robust and adaptable technology system will position us well for continued recovery and future success," said Malaysia Airlines' Bellew, who added that the partnership will now embark on a PSS migration project that will see the airline implement the Amadeus Altéa Suite by 2017.


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