While the digital transformation journey of Philippine Airlines (PAL) has been challenging, the country’s flag carrier remains steadfast in its commitment to innovation and delivering exceptional customer service.
Stanley Ng, president and chief operating officer of PAL, said the airline’s digital transformation journey“was not that easy.”
“Over the past two and a half years already … and today, we exist in this era where amazing innovations are advancing really in a great way. As an organization, we have always committed ourselves to continue to innovate and provide best customer service to our customers,” Ng said during the Globe Business GSummit 2024.
“However, with the growth in digital advertising, we realized that we had to do more to optimize our digital capabilities, transform our mindset to be more agile and dynamic in the face of constant change and also a lot of disruptions happening today,” he said.
Ng stressed the need for a cultural shift within the organization to embrace innovation and agility.
“Having the right people means everything. So having the right people is not just hiring the right people. With the right people in the company, this will create a more dynamic organization,” he said.
“We would always encourage our employees to continue to think outside the box. To be able to share their views in their everyday life will provide us the strategic agility we need to meet and exceed the evolving needs of our customers,”Ng said.
He also highlighted the need for efficient processes to support the airline’s overall digital strategy. “A future where digital transformation isn’t just a buzzword, but a strategy and paradigm. It’s about reimagining what Philippine Airlines can do,”Ng said.
To elevate customer service and engagement, PAL teamed up with Salesforce to implement its Customer 360 platform. The AI-powered solution will provide a unified view of customer interactions, enabling the airline to deliver personalized experiences. PAL is also leveraging Salesforce’s AI chatbot to improve customer support.
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.
By reimagining its business model and leveraging technology, PAL aims to solidify its position as a leading airline in the Philippines and beyond.
