Malaysia Airlines Customer Database Management: Analysis & Improvement

This report provides an analysis of Malaysia Airlines' customer database management system, examining how the airline utilizes customer data to enhance services and improve customer experience. It discusses key aspects such as data security, ethical information gathering, CRM storage investment, data backup, and data cleanup. The report also highlights how Malaysia Airlines uses customer data for various purposes, including service delivery, customer verification, communication, and marketing analysis. Furthermore, it offers recommendations for improving database management, such as updating information, focusing on relevant data, leveraging big data analytics, and ensuring robust data backup strategies. The importance of a customer relationship management (CRM) system is emphasized for effective and secure data handling. This document is designed to help students understand the intricacies of data management in the airline industry, and Desklib provides a platform to access similar solved assignments and study resources.

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Malaysia Airlines database management
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Table of Contents
Introduction................................................................................................................................2
Discussion..................................................................................................................................3
Customer database utilisation....................................................................................................3
Strong Security:......................................................................................................................3
Gather information ethically:.................................................................................................3
Decide what information is needed........................................................................................4
CRM storage investment........................................................................................................4
Backup of the Data.................................................................................................................4
Data Clean-up.........................................................................................................................5
Access of the information......................................................................................................5
How Malaysian Airline is utilising customer database..............................................................5
Recommendations to improve database management...............................................................8
Updated information:.............................................................................................................8
Relevant information:.............................................................................................................8
Deep understanding of customer database:............................................................................8
Backup of customer Database:...............................................................................................9
Use of CRM (Customer relationship Management):.............................................................9
Summary....................................................................................................................................9
References................................................................................................................................10

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Introduction
Malaysia Airlines is, Malaysia Aviation Group(MAG) is a global standard institution
that has subsidised with investment organised business into four different areas that covers,
Ground Services, Aircraft Leasing, Air Transportation Services and the last one is Talent
Development ("About Us", 2019). National carrier of Malaysia is Malaysia Airlines to offer the
best way to fly. This Airline has near 40,000 guest daily to fly on memorable journey.
Malaysia Airlines was incorporated on 7th November 2014 and now it has more than 1,000
destination in 150 different countries. The main objective of this document is to analyse the
database management system for the Malaysian Airlines. Malaysian Airline is competing
with the other airlines like Singapore Airlines, Emirates, Air India and Qatar Airways and
more. Database management system for the client is management of information of the client
to keep the track of the user or customer in order to obtain feedback and to provide a better a
better system based on the customer information provided. This document is a report that
analyses how the Malaysian Airline is adapting data and utilising it to provide a better
experience and how this organization is managing with the database. This document will
discuss various ways of utilising data and management of the database, and there will be
recommendations for the organization that where they can improve the management system
of the database to come up with more improved system. In the last there will be summary of
this document to summarize the overall discussed about the Malaysian Airlines.

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Discussion
Customer database utilisation
There are numbers of way in which customer database can be improve to give a better
facility to the customer. A customer database is very important aspect for the organization to
have a deep understanding of their work and organization. Below are some key points where
data can be utilized ("Privacy Policy", 2019).
Strong Security:
(Jokar, 2016)When taking information about the customer like contact detail, banking
information, address to detail about the customer or user, there is highly need of a strong
security plan to keep this information of the customer in a safe place. This is very important
not only from the organization end but also from the customer side to build the trust. This
security can save the business from facing big issues down the road. There are some steps an
organization can take to ensure that the information is stored securely:
CRM investment
Backup system
Customer-data training to the employees
Gather information ethically:
Building trust is a major factor to build a strong relation with the customer that will
increase clients. Transparency is very important for any organization about collecting data
and be transparent with the company policies. Making user or the customer blind about what
data you are collecting is never appreciated and the customer believe that he/she is betrayed
(Morey & Schoop, 2015).

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There are always ethical way to get customer data, giving a straightforward survey to
get the information required only. Providing a dialogue box to opting in to share the
important data. Drafting a policy for privacy on the website and the other properties.
Decide what information is needed
Company or the organization should never ask any of the data which not required,
because this will lead to wastage of database space and this will attract hackers more.
Customer data will not be utilized and this extra information will make customer more unsafe
about their privacy concern. It is highly recommended to have a proper plan about the data to
be collect from the customer and not to ask information, which is not required.
Transparency and a systematic way to gather information helps to minimize an unnecessary
data collection.
CRM storage investment
Customer relationship management (CRM) is the customer data storing tool that
every company is using who is highly serious about their business concern. This CRM tools
are developed to make organization safe to collect information. CRM has several advantages,
this tool will allow to store data all in one place. Keeping track of the customer interactions
and this will give a unified view of the customer.
Backup of the Data
Data backup and recovery plan is considered to be most important, as this will only
provide the information of everything that is needed. A well implemented and graded backup
is needed for the customer data in case there is any issue occurs. One will be able to securely
protect their business and customers when they are careful about finding fail system.

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Data Clean-up
Customer data gets outdated very quickly, so updating is required on a regular basis
and delete the outdated information which is not needed. Validate and update is mainly for
the information like email, contact number, address. After getting the updated information
old items need to be removed from the system to keep away from the duplicity (Chebotko et
al, 2015).
Access of the information
After having a successful system to get required information and strong security
system, there comes the information access. Here CRM comes to action and that plays a big
role to provide the information securely that is needed wherever the system needs it. This tool
also avoids the major data crisis. Collecting and managing data of the customer with
responsibility include significant value to the user and the organization.
How Malaysian Airline is utilising customer database
(Kumar & Reinartz, 2006)Customer data first collected by the company to provide
analytics or utilising the database to provide their services. Database is very important to
provide services by the Malaysian Airlines as it require some information to proceed further.
Company collect data from the user as per the privacy policy and accordingly that they
perform utilisation of the database. When a customer make booking, check-in for a flight the
company stores information about the customer for the identification and future reference
purpose.
Malaysian Airlines utilizes customer data to provide better experience to the user and
to make their system more reliable as per the customer demand. Malaysian Airlines uses
customer database to utilize and proved for the following:

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To give the services and performance as per the promise of the company customer
data can be used. Providing better option for travel to the customer as making booking the
arrangements which is needed (Ismail & Hussin, 2015).
Customer verification and luggage identification is very important and for that the
company need to have personal data which is needed for the verification purpose. Company
will send information about their flights and information regarding their journey to the
customer (Abdallah & Shen, 2017).
Internet check-in is provided in Malaysian airline to give the facility to the customers
not bringing any physical paper. To process any of commercial transaction, company needs
to have the database of the customer.
Remainder and notification is provided by the Malaysian Airlines with the help of
customer personal detail to notify about pending bookings, provide assistance or technical
help whenever needed by the customer.
Customer care is big factor in the flight for the company and to provide foods or
catering, company will optimise the customer data to provide facilities based on that only.
For example vegetarian or non-vegetarian food.
Financial purpose like credit or debit card payment verification, accounting or saving
their card information for the future the company will save the information as per the
customer choice.
Company will need database for their business growth purpose where main focus is
statistical and marketing analysis to have over view of the company on a regular basis.
System testing is done to check how the system is working weather it is going in favour or
not. Maintenance is required for the company evaluation and to keep the system working

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smoothly. Development, customer surveys, customer relations to guide on different to flight
to help the company in any future dealing with the customer.
Company stores data and optimised it for communicating with their customers and
promoting offers, products, their services and information regarding products and behaviour.
New offers to upgrade or any notification, which is related with the customer booking.
Communicating and advertising with customer to their products and services to offer by the
company and their services partner are agents appointed.
Company performs annual data analytics about their timeline and to check the
performance that the how year goes. This analysis can be done with the help of database
because without having customer database it is impossible to perform analytics on the data.
For the future outcomes and future planning company need this database to make a proper
plan, this data will provide the information that in which field they are lacking and where
they need to improve their system and performance.
Company will provide a copy of the information they have stored in their database if
the user ask for it at any time, sometimes customer wants to update their data or information
or they can also delete their data from the database.
Security comes under major consideration for the company and for this company
again require the database for the right identification of the customer, protect their account
from hackers, makes the system information secure and safe. This security is very dependent
on the database because without having database company will not be able to identify even
their employees and fail in identification will leads to major security issues for the company
(Shaw, 2016).
Data of the customer is shared with multiple authorities to provide the complete
services to the customer, this will be shared with airport authorities, IT service providers,

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customs, immigration or other authorities. All these comes under the data optimisation to
provide the complete service by the company end.
Recommendations to improve database management
There are certain recommendation to improve the database management system for
the customer to improve the service quality given by the Malaysian Airlines.
Updated information:
For the business and the marketing steps to make it run properly, it is highly
recommended to have the updated information or database for the customer. A database
management system is required to erase the outdated data and take the current information
from the customer (Praveen et al, 2017).
Relevant information:
It is very important to take only information is needed and required as per the
company requirement. For analysing data there is well segment data is required and this
structure of the data can be made clear and minimized if only necessary information is asked
or taken from the user. Grouping of information is needed to make the task easier while
performing data analytics and this grouping task will become complex if there is unnecessary
information is stored.
Deep understanding of customer database:
Big Data is very effective for the data analytics (Katal et al, 2013) performing data
analytics is required for the deep understanding of the business so it highly recommended to
perform data analytics using big data hadoop (Ousterhout et al, 2015). This analytics will
provide the relationship with customer and the company, graph for the company, and the
required in information which is needed in short time.

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Backup of customer Database:
A good backup plan is always needed to run the database management in a safe
place(Apte et al, 2015).
There are always some point where some problem or issues occur and at there is a chance to
lost customer data or information, it might be effected from hackers but for all this, company
need to have a good backup plan for the customer database. This backup plan can take help
form cloud to store their big information and this will provide a complete fast access to
database from wherever it is needed (Maccanti et al, 2017).
Use of CRM (Customer relationship Management):
(Dutot, V. (2013) CRM is very useful tool to, capture, utilize and maintain the customer
database. This software will be useful to understand the relationship of the customer and
company, manage the marketing campaigns and make structure the budget. Management
system can rely on this CRM software to, construct, automate and synchronize sales and
services. CRM tool is useful to capture number of addresses, check linked profile, strong
document and provide analysis of individuals groups. Analysis of checking attendance and
statistical enabling, check attendance and history can be done easily with help of Customer
Relationship Management (CRM).
Summary
This document has discussed about data optimisation and utilisation by the Malaysian
Airlines to provide better experience to their customer. This document has discussed about
how the Malaysian Airlines is utilising customer database and they are doing management on
database for their customer. There are some key points to utilise customer database such as
strong security, decision to take what information is needed, gather information ethically,
CRM investment to get better analysis, make a backup of data, data clean-up to delete

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unnecessary information and access of the information whenever and wherever it is needed.
These are the main points using that company is utilising the customer data. This document
has also discussed about the recommendations which is needed to give a better and more
improve experience to customers. This recommendation includes to keep updated
information, take only relevant information from the customer, take a deep understanding of
customer information and make a good backup plan for the customer database for any issues.