Lau Yin May, Group Chief Marketing and Customer Experience Officer, Malaysia Airlines
In the run up to Aviation Festival Asia 2023, Lau Yin May discussed the airline’s approach to the customer from several angles.
The interview looks at how to remain customer centric, the passenger journey, digital transformation, giving customers agency, the pandemic, and tying Malaysian culture into the airline’s product.
Within the interview, Yin May explained the approach the airline adopts with regards to the customer. At Malaysia Airlines, customer centricity is of paramount importance to the entire organisation. Customer satisfaction is monitored across ten touchpoints which begin far before the passenger boards the plane. Tracking this allows the airline to understand any deviations in the passenger experience and respond to this, rectifying any problems and amplifying the successes.
Yin May also explored what passengers want, discussing flexibility, convenience, and empowerment. As airlines are increasingly turning towards digital solutions, passengers are simultaneously becoming more technologically minded. Thus, the agency that the digital transformation can give the customer is welcomed.
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