KUALA LUMPUR: Malaysia Aviation Group (MAG) has introduced two customer support initiatives, premier line and live chat services, as part of its efforts to improve the customer engagement map.
According to MAG, the premier line offers enrich platinum and gold members specialised and individualised care, demonstrating the company's dedication to providing top-notch support and services.
In addition, MAG intends to gradually introduce a chatbot driven by artificial intelligence (AI) throughout all of its platforms.
The rollout is set to start in the third quarter (3Q), it said in a statement.
"For Malaysia Airlines, the Live Chat is an expansion of the existing capability, whereas the Firefly Live Chat feature is a newly introduced feature to complement the current customer support channels.
"In addition, Malaysia Airlines and Firefly have also recently rolled out the Live Chat function on both websites and mobile applications," MAG said in a statement.
MAG said that incorporating digital solutions like the Live Chat platform allows customers to interact with the airlines' support teams instantly through a chat interface.
Its chief executive officer, Ahmad Luqman Mohd Azmi, said the company recognises the difficulties customers encounter when seeking support through conventional methods.
"Therefore, we are dedicated to enhancing the support channels by integrating technologies to develop a resilient system that caters to customers' requirements.
"In line with our customer engagement map, we will continue to invest in digital enhancements to improve the customer experience, including the introduction of AI-driven chatbot assistance to provide our customers with even more options and seamless support.
"These initiatives will further support our quest to make our mainline carrier among the top 10 global airlines and the top five in Asia Pacific by 2030," he said.
