7.

0 Marketing strategies and programs recommended for AirAsia

7.1 Customer care program
AirAsia should introduce the customer care program to solve the issue of their customer
travel. For instance, they should follow the United Airlines step where they introduced Make
Amends program that is dedicated to solve customer concerns right a way and at the same
time provide immediate information if there is an occurrence in the delay of their flight. They
solved this by forming a customer advocate center, this helps in rebooking passengers flight if
its cancelled before its arrival at the airport. This Make Amends program to be useful and be
implemented into AirAsia as it will improve their customer service, and this will eventually
build confidence into the customers on the airline. The revolutionary element of the Make
Amends program is that it instils customer value into the service equation. For instance, if the
customers where to experience disservice, then the frontline employees and flight attendances
who have access to the system would get the information on both the passengers history and
value to the airline. Therefore, high value passengers will get the notification first regarding
their flight delay, and can be offered special service or benefits in the event that their flight
has been cancelled.
7.2 Customer relationship management
AirAsia needs to improve its customer service as this will improve its brand image and
change the perception or view of the new customers. This is in terms of offering better
customer service in terms of dealing with queries of airline passengers . In order to improve
the airline service, Customer relationship management concept can be applied to the AirAsia
airline that may be used in terms of creating a personalized, and one-to-one experience that
will provide the individual passengers a sense of being cared for. This kind of service can
lead the customer to be loyal to the airline and in turn can generate future profit for the
company. Moreover, this will also open up new marketing opportunities on the basis of
customer preferences and their history (Wilson, et al., 2002).
Lastly, in dealing with customer query, the current method used by AirAsia which is allowing
the customers to email them directly as it may take a longer time for them to get a reply back.
In addition, it may take several exchange of emails to get one query solved and this can lead
to reducing the customers confidence on the Airline. Therefore, AirAsia can let the customers
to call directly to the AirAsia customer service line as the customer can be dealt with quickly
and also it would be convenient to the customer.

Working to Achieve Customer Satisfaction by Letting Our People Succeed. Conference

journal, April 4 - 5, 2001. Arthur W. Page Society.
www.awpagesociety.com/public/journals/journal_spr0108.html

http://www05.ibm.com/innovation/dk/pdf/highlights/integration/crm_airline.pdf