Malaysia Airlines’ journey towards everyday loyalty engagement

December 13, 2021

Last updated: March 24, 2022

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Amiroel Shazrie Yussof

Head of Enrich & Loyalty, Malaysia Airlines

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For the past two years, our team at Enrich, Malaysia Airline’s loyalty and rewards program, had one question in mind: How do we engage with our customers to deliver a loyalty lifestyle program through one-to-one interactions?

Four years ago, we embarked on a journey to digitally transform Enrich and took ourfirst step in partnership with Amadeus by implementing Amadeus Traveler DNA. This helped us to get to know our customers better and deliver highly personalized offers across all touchpoints. We‘ve since improved customer retention by delivering customized and proactive offers such as re-accommodation to frequent flyers facing travel disruption.

Despite the COVID-19 pandemic, we were determined to improve our loyalty offering by upgrading our technology. We further strengthened our partnership with Amadeus by integratingAmadeus Loyalty Management. Its open architecture and self-servicing capabilities enabled us to easily build and launch new partnerships, increase points monetization opportunities and create synergies with other loyalty programs.

With our brand new loyalty program and capabilities, we can expand our focus. Malaysia Airlines customers can now enjoy loyalty benefits in their daily lives, whether flying or transacting with our partners.

We are proud to be the first airline in the world to operationalize the full capabilities offered by Amadeus’ partnerships with Salesforce and Adobe.Amadeus technology integration withSalesforce enables personalized case handling, while its integration withAdobe adds digital data to our traveler insights.

The extensive set of real-time data and insights gathered has been instrumental in helping us engage with our customers who now have access to better accrual, redemption, and partnership options along with increased service quality.

Our new loyalty platform will enable us to engage customers beyond air travel through greater scalability, operability, and flexibility to establish Enrich as a key pillar of the Malaysia Airlines experience.

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