Malaysia Airlines Adds a Chatbot-Based Payment Service

Malaysia Airlines launches a Facebook Messenger-based chatbot in an attempt to investigate AI and bots capabilities applied to their customer relation strategy. Instant messaging apps are increasingly considered as automated CRM tool by travel and tourism industry players.

This chatbot called MHchat has been developed by Amadeus. Travellers may rely on this service to book flights and make payments through Facebook Messenger.

In addition to this flight booking feature, they can also ask questions to the associated conversational agent: practical and travel-related information, for instance. This AI-powered service runs location-based searches to highlight customised offers.

And travellers may pay from their mobile phone: they are not directed to Malaysia Airlines’ website to carry out their transaction. A test phase is underway; this tool could eventually include additional features such as voice ordering services using Amazon Alexa.

Comments – Chatbots as payment tools

Conversational agents –paired with messaging platforms such as Facebook Messenger– are among drivers for several airline companies’ digital transformation. Considering this market’s potential, Amadeus designed a conversational service that can be customised by airline companies. This technical partner is trying to come up with additional revenue sources, helping their customers improve travellers’ satisfaction levels.

Launches have been announced by other companies before Malaysia Airlines, but their in-app payment option is a distinctive feature. This airline tries to make room for voice-based interaction channels, and these AI-powered projects are consistent with their focus on so-called “Customer Intimacy”.

Facebook will be challenging e-payment services including PayPal and Venmo. If proposed a payment option, their partner companies may be interested in keeping Messenger for their transaction processes. They may also attract more advertisers.