PETALING JAYA: Malaysia Aviation Group (MAG), the parent company of Malaysia Airlines and Firefly, has launched two transformative customer support
initiatives, Premier Line and Live Chat, as part of the strategic revamp of its Customer Engagement Map.
The airlines will also introduce an artificial intelligence-driven chatbot across its platforms, to be launched in phases from the quarter of the year onwards.
Premier Line is a dedicated premium call line offering bespoke and personalised support for Enrich Platinum and Gold members.
In addition, Malaysia Airlines and Firefly recently rolled out the Live Chat function on both websites and mobile applications. For Malaysia Airlines, Live Chat is an expansion of the existing capability, whereas the Firefly Live Chat is a newly introduced feature to complement the current customer support channels.
By embracing digital solutions, the Live Chat platform facilitates real-time communication with the airlines’ support teams through a chat interface, providing customers a convenient means to seek assistance or resolve issues wherever they are.
Malaysia Airlines Live Chat is available from 7am to 11pm (Malaysian time), Monday to Sunday (including public holidays). Firefly Live Chat is available from 9am to 6pm (Malaysian time), Monday to Friday (including public holidays).
MAG CEO of Airlines Ahmad Luqman Mohd Azmi said, “We are cognisant of the challenges faced by customers in accessing support through traditional means, therefore are committed to strengthening our support channels by incorporating advanced technologies to establish a robust system that meets their needs. With the introduction of the Premier Line and Live Chat services, we aim to enhance the customer experience and provide tailored support to our esteemed Enrich Platinum and Gold members as well as all our valued passengers.”
In line with their Customer Engagement Map, he added, they will continue to invest in digital enhancements to improve customer experience, including the introduction of AI-driven chatbot assistance to provide their customers with even more options and seamless support.
“These initiatives will further support our quest in making our mainline carrier to be among the Top 10 Global Airlines and Top 5 in Asia Pacific by 2030,” he said.
The initiative aligns with the group’s broader Long-Term Business Plan 2.0 aspirations of becoming Asia’s leading travel and aviation services group, driven by one of its five strategic pillars of “Digital as the Cornerstone of Our Business” by embracing innovative digital solutions to enhance the overall customer experience. The group remains steadfast in its dedication to elevate its customer support system which remains a pivotal component in its service delivery; ensuring that customers enjoy seamless end-to-end journeys from booking through to their arrival destination.
