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Enriching the airport retail experience

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As we transform our international airports into lifestyle destinations, we are ever mindful that the key moment of truth also lies in the manner in which our retailers, food & beverage and service operators engage with our customers. Therefore, striving for excellent service delivery has always been an integral effort to further enhance the airport retail experience of our customers.

Propelled by the aspiration to redefine our customers' experience at KLIA, the T.O.U.C.H. campaign was introduced in September 2012 with the core attributes of: Total Customer Satisfaction through Outstanding Service Practices with Unforgettable Smiles yet Conversant and Humbly Pleasant.

Ultimately, T.O.U.C.H. is aimed at introducing a service culture that is exclusively KLIA, intertwining with the Malaysian warmth and hospitality. The T.O.U.C.H. campaign involved over 5,000 front-liners representing retail, food & beverage and services outlets at KLIA and LCCT-KLIA.

As part of the T.O.U.C.H. effort, campaign ambassadors namely Miko Ng Siew Yen from Gold City and Khairul Faris Shafiei from Maxis Centre KLIA were introduced as role models for Year 2013/2014 to further elevate the standard of customer service at KLIA.

In June 2013, the T.O.U.C.H. recognition ceremony was held to acknowledge and reward the most outstanding front-liners and concessionaires.

Since the launch, we have recognised and rewarded over 100 front-liners who have consistently showcased and championed the T.O.U.C.H. attributes.

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 developments on the T.O.U.C.H. campaign, do log on to