Malaysia Airlines Taps Adobe Experience Cloud to Rebuild CX-centric Website

One of the most renowned air carriers, Malaysia Airlines has opted for Adobe Experience Cloud to power its customer experience management. The new website was launched in collaboration with GrowthOps that redesigned the entire website www.malaysiaairlines.com. Built on the Adobe Experience Cloud, the new website, designed by GrowthOps, brings out the best of CX to keep customers and travelers engaged throughout their journey. As per the official statement, the new website would be rolled out in 11 languages, enabling customers from 17 different countries enjoy a seamless experience.

Why did Malaysia Airlines Choose Adobe Experience Cloud?

In an email statement shared with our editorial team, Clarence Lee, Group Chief Digital and Technology Officer of Malaysia Aviation Group (MAG) said, “We are delighted that this critical piece of our digital transformation journey is now live for our customers to enjoy. One that is focused solely on improving the customer experience for travelers who are looking to explore the region and the world with our signature Malaysian Hospitality. Through this initiative, GrowthOps has brought the right maturity in design, technology, and analytic capabilities to take our platform to the next level. We are expecting the same level of commitment during the course of our partnership.”

Malaysia Airlines has been an Adobe customer for the last 10 years. Together, the pair has created many enjoyable moments for the airline customers and partners. Today, Adobe Experience Cloud powers personalization and real-time experience for thousands of global brands. Premium customers include big brands such as The Coca-Cola Company, Hilton, The Home Depot, Panera Bread, ServiceNow and Sony Interactive Entertainment. Malaysia Airlines, the national carrier of Malaysia, chose Adobe to digitally transform their overall customer journeys, starting with website redesigning that aimed at improving overall website search and ticket booking process. Now, thanks to GrowthOps’ expertise, customers can enjoy a hassle-free website-driven ticket booking and journey confirmation.

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How Does Adobe Experience Cloud Improve CX for Malaysia Airlines

Malaysia Airlines website now runs on Adobe Experience Cloud, which translates into cutting-edge CX-driven personalization. This is visible as: 

• Personalized customer data-powered content
• Automated search based on customer’s historical behavior and intent, captured as customer data related to the completed bookings, destination search history, and other website activities
• Agile and fully responsive, fast loading website optimized to launch on any device
• Improved search functionality and user-friendly navigation interface so users can find exactly what they are looking for
• Embedded Adobe Analytics capabilities to improve how Malaysia Airlines’ marketing team reviews customer experience data to optimize browsing experience based on customer preferences and track marketing campaign effectiveness

The role of GrowthOps in new website redesigning with Adobe

In redesigning the website, GrowthOps also revamped pages containing marketing-related and promotional content to apprise visitors with interesting and engaging information about their destinations. The revamped website was inspired by the concept of “Windows of Hospitality”, which embeds inspirational images of destinations combined with iconic Malaysian batik in the designs, reflecting the promise of experiencing Malaysian hospitality through travel.

Throughout this project, Malaysia Airlines and GrowthOps’ joint goal had always been to advocate for experience driving the technology—instead of the other way around. This ensures that the customer experience is at the heart of all that is implemented, and with this current partnership, the opportunity to get the experience right for Malaysia Airlines travelers powers the right solution implementation.

“It’s wonderful to be a part of such an exciting project and to help improve travelers’ experience when visiting the Malaysia Airlines’ website. As a proud Malaysian working on one of the country’s highest profile sites, this was a project that we had to deliver on-point without any corners cut,” said Tng Boon Keong, Regional Head of Consulting of GrowthOps Asia.

Tng added, “A traveler’s journey begins the moment they start searching for a destination, and thus, we wanted to provide the users of the website with a delightful, smooth and seamless experience in arranging one of the most integral aspects of a trip—their flights.”