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PAL partners with Salesforce to enhance customer experience

AviationUpdatesPH.com – Philippine Airlines (PAL), the country's flag carrier, has partnered with Salesforce, a CRM platform, to improve its customer service and engagement. The partnership was announced on September 20, 2023 at a ceremony at the Conrad Manila, with top executives of both companies in attendance.

Philippine Airlines led by PAL Pres & COO Capt. Stanley K. Ng and Salesforce led by ASEAN SVP and GM Sujith Abraham seal a new partnership that will redefine PAL's customer service and engagement.

Under the partnership, PAL will integrate Salesforce Customer 360, Salesforce's AI-powered CRM platform, across its contact center and customer feedback handling units. This will provide PAL with a comprehensive view of customer interactions, which it can use to improve the overall passenger experience and enhance internal processes for efficiency.

PAL will also be using Salesforce Sales Cloud, Service Cloud, Marketing Cloud, Customer and Partner Portal, and Slack to provide its 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 to better understand and respond to customer inquiries.

The partnership will initially focus on core functions such as customer experience, marketing, and sales. PAL and Salesforce have 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.

Capt. Stanley K. Ng, PAL President and Chief Operating Officer, said that the partnership is a statement of PAL's commitment to the future, where digital transformation is not just a buzzword but a strategic imperative. He added that the partnership will help PAL reimagine what it can be, driven by technology but always focused on the human experience.

Sujith Abraham, Senior Vice President and General Manager of Salesforce ASEAN, said that Salesforce is thrilled to partner with PAL on its digital transformation journey and in its mission to deliver exceptional customer experiences. He added that Salesforce shares PAL's values and customer-centric vision, and that they look forward to helping PAL realize the value of AI, data, CRM, and trust to predict, personalize, and respond to evolving customer preferences at every touchpoint.

Aurea Vidal, PAL's Chief Information Officer, said that agility is not just an approach for PAL but a way of life, especially as it navigates the complex and fast-paced demands of the airline industry. She added that by partnering with Salesforce, PAL can build a framework that can swiftly adapt to the evolving needs of its customers and the market. Salesforce CRM will provide PAL with the strategic agility it needs to meet and exceed the evolving needs of its passengers.

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. Together, these partnerships form a robust ecosystem that will optimize the full range of PAL's operations from customer service to ticket sales.

The partnership between PAL and Salesforce is a significant development for the Philippine airline industry. It is a testament to PAL's commitment to providing its passengers with the best possible customer experience, and it is a signal that the airline is serious about digital transformation.

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