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DIGITAL & DATA:
Let’s Get Digital
This data integration is part of our digital
transformation, which began in earnest in
2016 with the establishment of a Digital
& Data team. The aim is to create one
repository for all data related to AirAsia
Group-wide, not just data related to our
guests, which are crucial for commercial
purposes, but also that related to on-
ground and inflight operations including
technical data. Analysis of such data will
lead to better business decisions and
improved efficiencies, while providing
more and better ways to engage with
customers, ultimately enhancing the
customer experience both internally,
among our Allstars, and externally, among
our guests.
In order to achieve our objective, everyone
and everything in AirAsia – including our
aircraft – has to be connected. And the
process of doing this has begun, starting
with the Commercial, Operations and
People departments.
Commercially, we already have an
enormous database of some 70 million
unique guests. What we are doing now
is installing systems to be able to mine
this data to enable more personalised
communication with guests and the ability
to upsell our products while enhancing
our customer interaction. To fully digitalise
our interactions, as of April 2018 we have
started using electronic point of sale
(ePOS) devices to capture all inflight
guest transactions in relation to food,
duty-free and entertainment. We are
also developing a digital wallet to enable
cashless payments. This requires all our
aircraft to have wifi connectivity. To date,
we have installed ROKKI, our own brand
of wifi, on 45 aircraft and hope to have the
entire fleet connected by end 2019.
In terms of operations, we seek to develop
fully digitalised ground services, as well
as to migrate all systems and processes
that are currently manual – and there are
many – onto the digital platform.
Part of our vision – at least what we aim
to achieve in our ground services – can
be seen at Singapore’s Changi Airport
Terminal 4 (T4), which opened on 31
October 2017. Being new, the airport has
adopted the latest Fast and Seamless
Travel (FAST) technology, based on facial
recognition, to enable passengers to go
through the process from check-in, to
printing their boarding passes and bag
tags, dropping off their bags, clearing
immigration and entering boarding
gates, by themselves, without human
intervention. Recognising the immense
benefit of FAST to passengers, airlines and
airport operators, we were one of the first
airlines to move to T4, and are using the
terminal as a case study to be improved
upon when we launch our own digital
airport systems.
IF YOU RESPONDED TO AN ONLINE SURVEY
SENT TO YOU AFTER YOUR LAST AIRASIA
FLIGHT, AND MADE SUGGESTIONS ON HOW
WE CAN IMPROVE OUR SERVICE, CHANCES
ARE THE NEXT TIME YOU FLY WITH US, THE
CHANGES YOU HAD INDICATED WILL HAVE
BEEN IMPLEMENTED. THAT IS BECAUSE ALL
GUEST FEEDBACK NOW IS BEING CAPTURED
IN A GROWING CENTRALISED DATABASE
AND FED ALMOST IMMEDIATELY TO THE
APPROPRIATE PEOPLE FOR THEM TO TAKE
APPROPRIATE ACTION.
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AirAsia Group Berhad
BUSINESS REVIEW
144