Philippine Airlines checks in Salesforce to boost CX

Philippine Airlines (PAL), flag carrier and Asia’s first airline, will integrate Salesforce Customer 360 across their contact centre and customer feedback handling units. 

This will provide a comprehensive view of customer interactions to elevate the overall passenger experience while enhancing internal processes to improve efficiency.

PAL will be using Salesforce Sales Cloud, Service Cloud, Marketing Cloud, Customer and Partner Portal as well as Slack to provide employees with the insights and tools they need to deliver exceptional customer experiences at every touchpoint. 

The airline also plans to harness the power of AI through the Salesforce Einstein Chatbot, leveraging its ability to use natural language processing (NLP) to understand and respond to customer inquiries.

The partnership will focus initially on core functions – customer experience, marketing, and sales – with plans to explore expansion into other functional areas within PAL in the future as part of a company-wide journey towards full-fledged digital transformation.

Sujith Abraham, SVP & general manager of Salesforce ASEAN, said they will help PAL realise the value of AI, data, CRM and trust with data-driven insights to predict, personalise and respond to evolving customer preferences at every touchpoint.

Aurea Vidal, PAL’s CIO, said that by partnering with Salesforce, they can build a framework that can swiftly adapt to the evolving needs of our customers and the market. 

“Salesforce CRM will provide us with the strategic agility we need to meet, and exceed the evolving needs of our passengers,” said Vidal. 

To further strengthen this initiative, AF Digital will serve as Salesforce’s implementation partner and Amadeus, PAL’s Passenger Service System (PSS) provider will be integrated with the Salesforce Customer 360.

These partnerships are intended form a robust ecosystem that will optimise the full range of PAL’s operations from customer service to ticket sales.