SEPANG: Malaysia Airlines Bhd has unveiled three digital initiatives — MHfeedback, MHchat and MHguardian — to enhance passengers’ travel experience and also allow passengers to give instant feedback.
Malaysia Airlines chief commercial officer Arved von zur Muehlen said the national carrier had been prioritising its investments in digital advancements over the last 12 months to make sure passengers can travel in the most seamless and convenient way.
“Our studies show a continuous trend of mobile-first in aviation, with more than half of Malaysians preferring to plan, research and book their trips on their mobile gadgets.
“This shows that passengers are more self-sufficient and that they want more control over their travel,” he said at the press briefing on the airline’s digital initiatives here today.
von zur Muehlen said the MHfeedback mobile app, already available for download, allowed customers to share their feedback on their experience with Malaysia Airlines anonymously and promptly.
“Passengers can type in their feedback, rate the airline’s service or upload photos of areas that require improvement.
“Through artificial intelligent (AI) cognitive services, the images and comments submitted are classified and analysed for sentiment and immediately directed to the responsible service unit,” he said.
Meanwhile, he said, the MHchat was an interactive Facebook Messenger Bot which allowed passengers to book and pay for their flight, as well as obtain their flight itinerary.
He said Malaysia Airlines was the first airline in Asia to allow users to book flights and process payment via Facebook Messenger.
“Through the integration of AI, the Bot is able to deliver an experience just like a real customer service agent,” he said, adding that the app was scheduled for launch by the second quarter of this year.
Bot is a generalised term used to describe any software that automates a task.
von zur Muehlen said the MHguardian mobile app enabled parents or guardians to track unaccompanied minors, aged between five and 12 years, throughout their travel with the airline.
“The mobile app was the winning idea of Malaysia Airlines’ 2017 Hackathon, and it is targeted to be launched by the third quarter of 2018.
“MHguardian will also be expanded to support unaccompanied elderly passengers and passengers who require special assistance,” he said.
He said this year, the airline aimed to introduce another three to four new apps in line with its digitisation journey. – Bernama