Annual Report 2020

CUSTOMER RELATIONSHIP MANAGEMENT Our guests are our top priority. From Day 1, we have sought not only to enable everyone to fly but also to ensure a great experience when flying with AirAsia. We recognise that happy guests are repeat guests who also serve as the best ambassadors – in addition to promoting AirAsia, they are also credible. This is why we are guest obsessed and place great expectations on our Customer Happiness (CH) Team. To maintain high levels of customer happiness, customer-facing Customer Happiness Allstars have access to an Empowerment Matrix that enables them to resolve issues and complaints as they are reported. One of the many advantages of digitalising all our systems is that we now have a wealth of data on our guests. Our Customer Service Management (CSM) platform, for example, ECONOMIC Aligned to SDGs Our Customer Happiness Team is certified to ISO 10002:2018 - Customer Satisfaction, guidelines for complaints handling is fed data from the multiple digital channels we use to communicate or engage with our guests. This data is also used by CH to focus on Customer-Led Change. An Insights Team produces reports using guests’ feedback to inform our decision-makers on what our guests really think about our products and services. We actively communicate this to each of our airline Chief Executive Officers (CEOs) and meet regularly to discuss actions to be taken to further improve our guests’ experience. Communication with Guests Over the years, our customer engagement platforms have become stronger and more efficient, especially with the introduction of a comprehensive suite of online communication channels complementing in-person communication at our sales offices and airport counters. Communication channels with guests Online • Other than AVA, our chatbot that is accessible 24/7, we provide fast, personalised assistance to guests via Live Chat, WeChat, WhatsApp, Twitter (@AirAsiaSupport), Facebook Messenger & Voicemail. • In addition, we seek feedback from guests after every engagement they have with our agents. In Person • Guests can visit any of our 12 Travel & Service Centres and 15 airport counters for the purchase of flights, insurance, meals, seat selection and baggage add-ons. In 2020, however, we suffered a communication setback, not because of failure on the part of our systems, but because of the sheer volume of calls and complaints that had to be managed. Due to pandemic-related flight changes and cancellations, we were receiving over 250,000 calls/messages/online missives a day, way beyond the average of 60,000 pre-pandemic. 101 ANNUAL REPORT 2020