Is Malaysia Airlines turning the branding corner?

In my previous post I promised to report on the experience of flying Malaysia Airlines this December to see if there were any improvements in the experience following the earlier announcement that the new brand would be launched this month. These were my 40th and 41st flights on Malaysia Airlines this year so I had a decent benchmark.

The good news is that whilst 2 flights are not proof of overall improvements it can be seen as a sign of progress. I’m pleased to report the experience was a lot better than it has been for a while. The aircraft wasn’t new but it wasn’t as tatty as the one’s I’ve flown recently. The cabin crew were very professional and conveyed a confidence I haven’t seen for a while in Malaysia Airlines crew.

My return flight was delayed and I was informed of the delay via a text at least three hours before my departure time which meant I was able to continue working before leaving for the airport.

About two hours before departure, I received a call from a customer service representative who apologised for the delay. I asked him the reason for the delay and he put it down to the weather which, if you’ve been in Malaysia over the last month you will know has been rough.

I asked if I could be switched to an alternative flight and he was able to check for me and I presume, if there had been a flight available he would have transferred me to that flight. All signs of a potentially seamless brand experience.

One minor criticism, whilst waiting for my departure from KLIA I spotted an aircraft on the tarmac sporting livery from the 1980s that is celebrating an event from 2012. I really think it’s time to change the livery because it communicates laziness and a lack of urgency amongst other negatives.

This livery is celebrating an event in 2012. It's time to apply the current livery.
This livery is celebrating an event in 2012. It’s time to apply the current livery.

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