Challenge
Transform call centre operations from support
centres to profit centres using world-leading
training practices.
Solution
An integrated communications system based
on the Avaya Call Management System and
Avaya Aura Call Centre.
Value Created
Malaysia Airlines Triples
Sales and Reduces Call
Centre Costs by 18%
The carrier chose Avaya technology to improve operations,
increase productivity, and deliver better service.
Company Profile
Established in 1937, Malaysia Airlines is the flagship carrier of Malaysia, flying nearly
40,000 passengers daily to around 100 destinations worldwide across six continents.
• Enabled customers to interact with the
The airline restructured its operations in 2005 as a result of increasing competition and
company by phone, email, fax, and web
rising operational costs. Today it operates call centres in Adelaide, Jakarta, Kuala Lumpur,
chat
Kuching, London and Los Angeles.
• Introduced a payment capability that
enabled customers to pay for their airlines
tickets over the phone using an interactive
voice response system or online
• Developed a knowledge portal that
enabled contact centre agents to find
product terms and conditions information
using keyword searches while they are
interacting with customers
• Enabled managers to view the number of
calls an agent has taken over a period of
time and determine whether he or she is
adhering to the appropriate processess
• Will soon enable the company to closely
monitor each agent’s status and identify
areas that need improvement thereby
enhancing customer service
Challenge
In September 2010, Malaysia Airlines began a project to transform the contact centre at
its head office in Kuala Lumpur. The aim was to improve its service by giving customers
the flexibility to reach the company by introducing new channels such as e-mail, fax, and
web chat; automating manual processes throughout the call centre; and re-engineering its
call centres using the Lean Six Sigma methodology. The company also wanted to adopt
leading training practices and world-recognised certifications; and transform its contact
centre from a support centre to a profit centre.
Solution
Malaysia Airlines engaged Avaya Partner Jebsen & Jessen Communications to deploy
a new integrated communications system. The airline considered an alternative vendor
solution before selecting Avaya. According to Mutalib Ishak, Vice President of Distribution,
Malaysia Airlines, the Avaya system was more cost-effective and Avaya provided a more
comprehensive proposal.
Malaysia Airlines rolled out the Avaya Aura Call Center 6.0, a core application that enables
the company to track call centre productivity, handle transactions and share customer
information in real time. It also deployed the Avaya Call Management System (CMS), an
application that presents real-time, graphical contact centre status charts and an overview
of each agent’s operational status to determine if he or she is available or on call.
CASE STUDY
1
avaya.com
The system then routes calls to the next
and prompts an agent to respond, which
available operator while providing the full
improves service.
context of a customer interaction, including
the customer’s mode of communication,
“We also plan to link the system’s web
history and present needs.
chat functionality with our internet booking
system,” said Ishak.
Malaysia Airlines also installed Avaya Aura
Workforce Optimization, which enables
“We will introduce logic into our website
the company to make better informed and
that detects if a passenger has trouble
strategic decisions about workforce staffing
making an online booking. It then opens up
needs to improve service delivery; as well as
a web chat session with an agent. Customers
Avaya Voice Portal 5 and Avaya Interaction
will also be able to start their own web chat.
Centre.
“We chose Avaya’s technology to enhance
Automated payment helps
increase sales
our customer experience,” said Ishak. “The
Malaysia Airlines has linked a payment
system provides a stepping stone for us to
capability to the interactive voice response
expand the services provided by our contact
(IVR) system in the Avaya Call Management
centres in the future.”
System. This enables customers to pay for
Avaya and Jebsen & Jessen Communications
integrated the Avaya Call Management
System with Malaysia Airlines’ Ulysses
customer management system, which
“
Our sales have increased
by three times in 2010
years prior as a result of the
automation provided by the
Avaya system.
— Mutalib Ishak, Vice President of
“
Distribution, Malaysia Airlines
Lumpur contact centres, or using the
website.
“Our sales have increased three-fold in
profile and past history. This helps to
2010, compared to the three years prior as
personalise dealings with customers.
a result of the automation provided by the
Avaya system,” said Ishak.
In 2011, Malaysia Airlines also anticipates
Multiple interaction channels
improves service
that it will reduce its call centre running
The new system enables Malaysia Airlines’
centres. This will enable the company to
customers to interact with the company by
phone, e-mail, fax and web chat – which
costs by 18% by linking up all its contact
divert calls from Adelaide, Jakarta, Kuching,
London and Los Angeles to its main call
helps to streamline the service.
centre in Kuala Lumpur during peak times.
The Avaya Interaction Centre is integrated
Workforce tracking improved
with the airline’s Microsoft Exchange Server,
Malaysia Airlines uses Avaya Aura Call Center
which enables e-mail communication
6 to track the productivity of its agents.
between customers and call centre agents.
Managers can now view the number of calls
Customers can email agents with any
each agent has taken over a period of time
query and the system automatically assigns
2
they call the airline’s Jakarta or Kuala
provides a complete view of the customer
Results
compared to the three
their airline tickets over the phone when
and determine whether or not he or she is
adhering to the appropriate processes. This
means managers can make more informed
decisions which help to make the contact
centre more efficient.
“Managers and other agents can get
immediate feedback on the performance of
their teams,” said Ishak. “It used to take
Future plans
Malaysia Airlines will soon deploy Avaya
Operational Analyst software to provide realtime performance statistics to agents on
wallboards around its contact centres. This
• Avaya Interaction Centre
areas that need improvement. This will help
• Avaya Operational Analyst
Learn More
searches while they interact with customers.
“Previously, this information was spread out
all over the place,” said Nahar Razali, Head
of Malaysia Airlines’ Kuala Lumpur call
• Avaya Aura Workforce Optimisation
each agent’s status and easily identify
Knowledge bank improves
education
and conditions information using keyword
• Avaya Call Management System
• Avaya Voice Portal 5
enhance the service provided to customers.
portal that lets staff find product and terms
• Avaya Aura Call Center 6.0
will enable the company to closely monitor
days to get this information.”
Malaysia Airlines has developed a knowledge
APPLICATIONS
For more information on how Avaya Intelligent
Communications can take your enterprise from
SERVICES
• All design, integration and implementation
services were provided by Jebsen and Jessen
Communications
where it is to where it needs to be, contact
your Avaya Account Manager or a member of
the Avaya Connect channel partner program,
or access other collaterals by clicking on
Resource Library at www.avaya.com.
centre. “We are now providing a data bank of
information that enables our contact centre
staff to access this information immediately,
which improves the service they provide.”
ABOUT MALAYSIA AIRLINES
Malaysia Airlines is the flagship carrier of Malaysia, flying nearly 40,000 passengers daily to around 100 destinations worldwide across six continents. The
airline restructured its operations in 2005 as a result of increasing competition and rising operational costs. Today it operates call centres in Adelaide,
Jakarta, Kuala Lumpur, Kuching, London and Los Angeles. For more information, please visit www.malaysiaairlines.com.
ABOUT AVAYA
Avaya is a global leader in enterprise communications systems. The company provides unified communications, contact centers, and related services
directly and through its channel partners to leading businesses and organizations around the world. Enterprises of all sizes depend on Avaya for
state-of-the-art communications that improve efficiency, collaboration, customer service and competitiveness.
For more information please visit www.avaya.com.
© 2011 Avaya Inc. All Rights Reserved.
Avaya and the Avaya Logo are trademarks of Avaya Inc. and are registered in the United States and other countries.
All trademarks identified by ®, TM or SM are registered marks, trademarks, and service marks, respectively, of Avaya Inc.
All other trademarks are the property of their respective owners. Avaya may also have trademark rights in other terms used herein.
References to Avaya include the Nortel Enterprise business, which was acquired as of December 18, 2009.
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