Facebook may be facing a backlash due to the recent data scandal and the current movement to #deletefacebook. However, it has not deterred Malaysia Airlines from introducing a Facebook Messenger bot, MHchat, for flight booking.
The bot is one of the three latest digital initiatives (apps) the airline is launching to enhance its passengers travel experience – the other two are MHguardian and MHfeedback.
In unveiling the initiatives on April 3, Malaysia Airlines’ chief commercial officer Arved von zur Muehlen said over the last 12 months the airline has been prioritising its investment in digital advancement, and in line with delivering “the best of Malaysian Hospitality as displayed in our latest brand campaign”.
“Our studies show a continuous trend of mobile-first in aviation. More than half of Malaysians prefer to plan, research and book their trips via mobile. This just shows that passengers are more self sufficient and that they want more control over their travels,” he added.
Peter Pohlschmidt, head of digital at Malaysia Airlines, said the latest initiatives were good examples of the way the airline was working on developing solutions geared towards improving customer experience and helping improve the company from within as well.
Arved von zur Muehlen (left) and Peter Pohlschmidt showing the airline’s new apps (Image credit: Malaysia Airlines)
The airline is developing these new apps in its innovation lab, utilising Artificial Intelligence (AI), machine learning and facial recognition so users can feel in touch with and work with them.
The lab is Malaysia Airlines first in-house Innovation Lab, dubbed the iSpace, which marks the third phase of its transformation towards becoming a digital airline. Launched in July last year, the 770sqm facility is located the KL International Airport in Sepang.
This is how each of the app works.
MHchat
This interactive bot allows Malaysia Airlines passengers to make bookings, pay for the tickets and retrieve their flight itinerary all within the messaging app with no human involved. Through the integration of AI, the bot delivers an experience just like with a live customer service agent, said Pohlschmidt.
Malaysia Airlines will be the first airline in Asia to allow users to book flights and process payments through Facebook Messenger when the app is availabe in Q2 of this year. It is currently in beta stage and the airline is still testing it
Despite functions being limited to flight booking and retrieving itinerary the app will be an additional channel for customers to interact with the airline. Plans are to integrate a self-help portal at the next stage of its development, explained Pohlschmidt.
MHguardian
This solution allows parents or guardians to track every movement of unaccompanied minors throughout their journey with Malaysia Airlines. The communication is via two apps – one used by the airline staff and the other by the parent/guardian using photos and status update to keep track. The child will wear a wristband with QR code for transmission of the status etc.
The airline plans an additonal safety feature. Parent can preload a photo of the person who is picking up the child or share a six-digit password with the parent as identifiction for the recipient of the child, with the password accessible to the airline staff.
The mobile app was the winning idea of Malaysia Airlines’ 2017 Hackathon, and is targeted to launch by Q3 of 2018. It is for children aged five to twelve, with option till age seventeen. It will also be extended to support unaccompanied elderly passengers and passengers who require special assistance.
MHfeedback
This app allows customers to immediately share their feedback via barcode and anonymously on their experience – good or bad – with Malaysia Airlines. Presently the barcode is present in the airline’s lounge in KLIA’s main terminal building. Within the next few months the barcode will be in the airline’s sales outlets, check-in counters and printed on the new boarding pass.
Instant feedback using this app
Available for download in Apple App Store and Google Play, customers can use the app to immediately share their feedback anonymously on their experience with the airline. They can type in their feedback, rate the airline’s service or upload photos of areas that require improvement. The photos are transmitted to the respective department where AI cognitive services and backend algorithm translate the images into human readable sentences. This enables the airline to take action immediately.
von zur Muehlan said this was real time feedback with instant action, without the need to fill form or wait a week to get answers, and a “good tool for the airline”.
Malaysia Airlines plans to roll out another three to four new apps later this year.
• Featured image credit: wutwhanfoto/iStock-GettyImages
