Philippine Airlines (PAL) has forged a strategic partnership with Salesforce, a global technology powerhouse renowned for its cutting-edge AI customer relationship management (CRM) platform. The collaboration was formally announced during a ceremony at the Conrad Manila, attended by high-ranking executives from PAL, Salesforce, AF Digital, Amadeus, and other key stakeholders.
At the heart of this milestone partnership is the integration of Salesforce Customer 360, an AI-powered integrated CRM platform, into PAL’s contact center and customer feedback handling units. This transformational step is poised to offer an all-encompassing view of customer interactions, setting the stage for an elevated overall passenger experience while streamlining internal processes to enhance efficiency.
“This is more than a partnership. It is a statement of Philippine Airlines’ commitment to the future — a future where digital transformation isn’t just a buzzword but a strategic imperative. It’s about reimagining what Philippine Airlines can be, driven by technology, but always focused on the human experience. We welcome Salesforce as our partner in PAL’s pursuit to create a unified, trustworthy and enriching customer journey,” according to Capt. Stanley K. Ng, PAL President and Chief Operating Officer.
Underpinning this innovative initiative, PAL will leverage a suite of Salesforce solutions, including Sales Cloud, Service Cloud, Marketing Cloud, Customer and Partner Portal, as well as Slack, empowering its employees with the essential insights and tools needed to deliver exceptional customer experiences at every touchpoint. The airline is also set to harness the potential of artificial intelligence through the Salesforce Einstein Chatbot, which boasts natural language processing (NLP) capabilities, enabling it to understand and respond to customer inquiries with precision.
“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,” said Sujith Abraham, Senior Vice President & General Manager, Salesforce ASEAN.
While the initial focus of this partnership centers on core functions encompassing customer experience, marketing, and sales, PAL envisions a broader spectrum of possibilities as part of its company-wide commitment to full-fledged digital transformation. The airline aims to explore expansion into additional functional areas in the future, bolstering its position as an industry leader in the era of digitalization.
To fortify and ensure the success of this transformative journey, AF Digital has been appointed as Salesforce’s implementation partner, bringing their expertise to the table. In addition, Amadeus, PAL’s trusted Passenger Service System (PSS) provider, will seamlessly integrate with Salesforce Customer 360. These strategic collaborations form a robust ecosystem designed to optimize PAL’s entire spectrum of operations, spanning from top-notch customer service to streamlined ticket sales processes.
“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,” said Aurea Vidal, PAL’s Chief Information Officer.