Case Study: AirAsia achieves unified, faster multi-channel customer support with Salesforce

The sky is the Limit as Airasia Overhauls Its Customer Support for a New Generation

AirAsia, a pan‑Asian low‑cost airline group, faced a fragmented customer support operation: nine airlines, six communication channels, six geographically split call centres and support tools in different platforms and languages. This siloed setup forced guests to navigate the airline’s internal processes (and language barriers) to get help, undermining the company’s customer‑first ambitions.

AirAsia implemented Salesforce Service Cloud (with Google integrations) to centralise web forms, chat, social and phone into a single 360° view, standardise touchpoints and capture customer preferences for staffing and product improvements. The platform cut case handling times, captured ~41,000 social feedback submissions, registered over 400,000 users in the Community Knowledge Base, and enabled Sales Cloud for 120 agents across 12 markets—helping the airline deliver faster, more personalised, omni‑channel service.

AirAsia

Mimi Phua

Group Head of Customer Happiness