Sepang – Malaysia Airports’ award-winning customer service campaign – T.O.U.C.H. -- culminated in a Recognition Ceremony to celebrate the success of its best-performing front liners, concessionaires and members of the public who took part in the Public Nomination campaign earlier this year.
Launched in September 2012, the T.O.U.C.H. Campaign seeks to inculcate and cultivate world class customer service practices amongst front liners from KLIA, klia2 and four International Airports under the Malaysia Airports banner through structured service standards and guidelines, assessment and recognition.
Since the start of the T.O.U.C.H. campaign, front liners were consistently trained on various aspects of the T.O.U.C.H. attributes – communications skills, product knowledge, customer service level, demeanor and overall appearance.
Mystery shoppers were engaged to evaluate the front liners according to their display of TOUCH attributes -- ability to deliver Total Customer Satisfaction through Outstanding Service Practices with an Unforgettable Smile while being Conversant and Humbly Pleasant. Outstanding performers were awarded pins according to the categories in which they excel. Those who won pins in all five categories were rewarded with a Champion pin and RM500 cash each.
During the Public Nomination period (February-April 2014), front liners had the distinction of being handpicked by members of the public whom they had served. The front liner who demonstrates the T.O.U.C.H. attributes consistently combined with the number of champion pins and public nominations would win the top three prizes in the Campaign finale.
The Finale winners of the T.O.U.C.H. Public Nomination Campaign were:
1st Prize
(Ng Kah Wai, Gold City, KLIA : 185 nomination forms) - won a reward of RM5,000
2nd Prize
(Nuraida Udin, Choc Stop@Departure, KLIA : 107 nomination forms) - won a reward of RM3,000
3rd Prize
(Nor Lela Ali, Michael Kors, KLIA : 84 nomination forms) - won a reward of RM2,000
In return for their nominations, the travellers/visitors also stood a chance to win for themselves shopping vouchers. Members of the public : Kwek Kar Chiew (Singapore), Nafisah Ismail (Malaysia) and Fadzlie Haris Ramli each walked away with RM1,500.00, RM1,000.00 and RM500.00 worth of shopping vouchers respectively, for nominating their favourite front liner who had served them well during their time at the airport.
Besides their front liners, concessionaires in both airports were also evaluated based on the T.O.U.C.H. culture and the number of Champion pin winners from their outlets. Super Strap emerged as the outstanding T.O.U.C.H. concessionaire bagging RM5,000.00 worth of shopping vouchers and boasting of a total of eight Champion pin winners amongst its frontline staff.
“For the past three years, Malaysia Airports had been extremely focused in transforming our international airports into lifestyle destinations. Now that the ‘hardware’ part of Commercial Services is essentially in place, it is important for us to focus on the softer skills – the Emotional Quotient of our business. The T.O.U.C.H Campaign seeks to highlight the importance of front liners in the entire customer service value chain,” said Puan Faizah Khairuddin, Senior General Manager, Commercial Services Division of Malaysia Airports.
Explained Puan Faizah: “We very much wanted to involve the public in Stage Two of the TOUCH Campaign – travellers and visitors who use KLIA and/or the then LCCT-KLIA which is now klia2. It is important as ultimately they are the people who matter.”
“The success of the T.O.U.C.H. Campaign would not be possible without the full-hearted support of our concessionaires. They appreciated the importance of such a Campaign and were most involved and supportive in encouraging their staff to play a key role”, added Puan Faizah.
Malaysia Airports won two awards for the T.O.U.C.H. Campaign at the Marketing Excellence Awards 2013: the Gold Award for Excellence in Public Relations Internal and the Silver Award for Public Relations Corporate Communications. The T.O.U.C.H. Campaign is also in the Top Five for the ‘Best Employee Engagement Strategy’ category at The Loyalty & Engagement Awards 2014 held in Singapore this year. This initiative has also been nominated as a Finalist in two categories, namely Excellence in Government Marketing and Excellence in Public Relations at the Marketing Excellence Awards 2014.
For the latest development on the campaign, log on to www.facebook.com/KLIATOUCH.