Spencer Lee | Head of Commercial
AirAsia Berhad

Spencer Lee, Head of Commercial, AirAsia Berhad

Spencer has been with AirAsia Berhad for a decade now. He has worn multiple hats by leading various departments within the organization and won awards while at it. 
He believes that rather than being managed, employees should grow and develop their skills through constant leadership. This is the culture at AirAsia. Putting the power in its people and empowering its teams, helps the company to grow the footprint of its business. 

With the backing of a solid work culture, it should come as no surprise that for several years, AirAsia has led the low cost scene with its innovative methods and give-aways that have enabled the carrier to be high up in the rankings.


Day Two @ 12:10

Panel: Shaping the future of loyalty

Traditional loyalty has been about earning points for travel, but what are different ways that we can take care of our customers? Join us to explore challenges airline marketers are facing and how you can make smarter decisions to develop a deeper relationship with your passengers.
  • Loyalty programmes: Is it an outdated business model in a world of real-time choices? What are the trends and challenges that are disrupting loyalty?
  • Loyalty programmes for disloyal customers: Is there a loyalty case for infrequent travellers?
  • The challenges of building and nurturing direct customer relationship
  • New and creative ways to offer passengers a range of rewards that continue to be relevant to them across their different life stages, whether they regularly fly or not
  • Data and analytics: How to make best use of the information we have to deliver the most valuable loyalty programme?
  • Exciting marketing vehicles to engage customers – From traditional social media platforms to a whole new gateway of messaging platforms
  • How do we respond to the widely-held notion that customer loyalty is dead and it’s all about price?

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