PING! AirAsia’s virtual Allstar, AVA is now on #WhatsApp, the world’s largest messaging platform! Now you can speak to her 24/7, in 11 languages. Her digits: +601135165078 or click this link https://t.co/Q7eJVp9sv8 to chat with her. Just say “Hi” to get started. pic.twitter.com/llpcql6RSN

— AirAsia (@AirAsia) August 4, 2020

While many of us often manage to enjoy travel experiences without any hitches or hiccups, it is an unfortunate truth that some people are not always so lucky. There are few things quite as frustrating as facing issues when you’re trying to get from A to B, whether it is the nightmare of lost luggage or problems with delays or cancellations during your journey. Of course, in such situations, we often have no choice but to turn to customer service and support systems as we look to get our trips back on track.

Changing times

The way that customer service operates both in the travel sector and beyond has changed massively through the years, with technology having a big bearing on how people can get in touch with brands and get answers or help with their queries.

Companies across a range of industries now offer customers and clients numerous forms of support, with phone-based services remaining key for brands like Airtel. Entertainment companies often use various means to solve customer problems, with Disney+ Hotstar featuring an extensive FAQ section which provides information on a host of issues. The service also includes a support email if a subscriber’s queries have still not been addressed. Elsewhere, online casino site Betway offers 24/7 customer support through the use of several different options. Members can send queries via email, while they can alternatively use a live chat service or phone to get answers to the issues that they face. In the financial sector, a brand like Bank of India opts for phone support, while its site also includes online forms which can be completed in relation to matters like grievances.

But while organisations across a host of industries are addressing customer support in different ways, one of India’s leading travel brands has taken a particularly intriguing step as it looks to address the concerns and questions of its customers. AirAsia has turned to one of the world’s biggest messaging platforms as it looks to ensure its passengers stay happy.

AVA announcement

At the end of July, the airline confirmed that its customer support system AirAsia Virtual Allstar – also known as AVA for short – has now been launched on WhatsApp. The airline’s artificial intelligence-based service has been designed to offer customers answers to a host of straightforward queries including issues related to any restrictions or baggage limits.

In a statement, AirAsia explained how its passengers are now able to chat with AVA by using a special number within WhatsApp, while they only have to type ‘hi’ in order to access the system. The bot is able to answer queries in eleven different languages as well, including English, Thai, Vietnamese, Tagalog and Hindi. AirAsia’s chief customer happiness officer Adam Geneave said the company was “guest-obsessed” and offered up some intriguing statistics on the effectiveness of AVA. He explained how more than 80 per cent of queries can be managed through the system, with others being moved onto a live customer support agent.

The launch of AVA in WhatsApp is probably not a great surprise considering AirAsia’s history of embracing new innovations and ideas. For example, back in 2014 the brand introduced Fly-Thru to reduce the level of hassle that passengers faced on journeys, while at the end of last year it even launched a restaurant in Kuala Lumpur based on its in-flight menu.

Intriguing new chapter

Perhaps one of the more fascinating aspects of the recent announcement is how AirAsia is making use of WhatsApp. The messaging platform appears to have become a key part of the customer service mix in India in recent years, with other brands such as Canon India also taking steps to operate support systems through it.

It is an intriguing new chapter in the history of the messaging service, which was originally launched just over a decade ago to offer an alternative to SMS facilities. The app has become an integral part of many people’s mobile usage and in 2014 it joined Facebook. The brand’s vast user figures may be a primary reason why companies have chosen to embrace it for customer service, with WhatsApp itself stating that its services are used by more than two billion people in over 180 different countries.

Not a major surprise

AirAsia’s decision to make use of WhatsApp for customer service is an interesting step, but perhaps not wholly surprising considering the reach of the platform. It will be intriguing to see whether customers make use of the option and if the airline ultimately releases information on how popular the service proves to be.

One thing which cannot be denied however is that WhatsApp appears to have become a key customer service tool in recent times and it will be fascinating to see which brand may well be next to embrace it.