Philippine Airlines and Salesforce partner to redefine passenger experience
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
Philippine Airlines (PAL) is to integrate Salesforce Customer 360, Salesforce’s integrated CRM platform powered by AI, across the airline’s contact center and customer feedback handling units.
This milestone partnership was officially sealed at a recent ceremony at the Conrad Manila, with top executives of PAL, Salesforce, AF Digital, Amadeus, and other key stakeholders in attendance.
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.
In a September 20 press release, Aurea Vidal, PAL’s Chief Information Officer, said, “Agility is not just an approach for Philippine Airlines; it’s a way of life, especially as we navigate the complex, fast-paced demands of the airline industry. By partnering with Salesforce, we 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.”
“We are thrilled to partner with Philippine Airlines on their digital transformation journey, and on their mission to deliver exceptional customer experiences. We share values and a customer-centric vision that aims to redefine the very concept of airline customer service for the modern age. We look forward to helping PAL realize the value of AI, data, CRM and trust with data-driven insights to predict, personalize and respond to evolving customer preferences at every touchpoint,” added Sujith Abraham, Senior Vice President & General Manager, Salesforce ASEAN.
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.
