KUALA LUMPUR (Dec 13): Malaysia Airlines Bhd is adopting Amadeus customer experience management solution that will help the national airline intimately understand its customers and deliver highly personalised offers across all touchpoints, maximising every merchandising revenue opportunity.

In a statement today, Malaysia Airlines said the solution helps airlines increase revenues by upselling tailored and relevant offers to customers through the right channels and at the right time, and improve customer retention by delivering personalised, proactive care to frequent travellers in the event of disruption.

"The airline industry is highly competitive, and travellers now have more choices than ever before. This can make loyalty difficult to maintain, and to be successful, airlines need to tailor their services to what customers really want, so that they feel recognised and valued," said Malaysia Airlines group chief executive officer Izham Ismail.

Amadeus and Malaysia Airlines recently celebrated a landmark accomplishment — the successful migration of the airline's passenger service system to the Amadeus Altéa Suite in mid-2017.

"The cutover means that Malaysia Airlines' core passenger processes including reservation, inventory, check-in and departure control now run on Amadeus' cutting-edge platform.

"Malaysia Airlines also completed a successful shift to Amadeus' e-Retail Internet booking engine earlier in the year. The new Internet booking engine provided by Amadeus is giving passengers a leaner, more user-friendly experience from booking tickets to pre-purchasing excess baggage, meals and managing loyalty points, all at the click of a button," the airline said.