KUALA LUMPUR (March 7): AirAsia Bhd has appointed NYSE-listed salesforce.com Inc to be its strategic technology partner as the airline revamps its customer care service for the digital era. 

In a statement today, AirAsia said it would deploy Salesforce's Sales Cloud, Service Cloud, Marketing Cloud and Community Cloud as part of its strategy to create faster and more personalised services for customers. 

"AirAsia service agents across eight countries now have a single view of all cases from all support channels — web, phone, email, live chat, airport communications — and their complete history, allowing them to provide higher levels of personalised service," it said. 

AirAsia group chief executive officer Tan Sri Tony Fernandes said Salesforce is the right fit for the customer-focused approach that AirAsia is taking right now, as the platform gives a complete view of guests across all channels, allowing a faster and more personalised service. 

"I strongly urge our guests to make full use of the official support channels for the fastest resolution by our amazing customer happiness team, led by Mimi Phua," he said. 

Salesforce Asia Pacific executive vice president and general manager Mark Innes said AirAsia is an example of a customer-centric company that is constantly pushing the envelopes of innovation. 

"Salesforce is uniquely positioned to help Air Asia on its journey to customer centricity and is proud to be its strategic technology partner," Innes said. 

The Salesforce Community Cloud will serve as the platform for the AirAsia support community, accessible in eight different languages — English, Bahasa Malaysia, Bahasa Indonesia, Thai, Vietnamese, Chinese (Simplified and Traditional), Japanese and Korean. 

As at 11:10am, shares of AirAsia dropped 27 sen or 6.43% to RM3.93, with 10.41 million shares traded.