What is the concept of aviation service?

Customer service: There is no best, only better (reporter-interview with Ma Xulun, president of China International Airlines). There is no best service, only better service. In 2004, Air China won the Customer Satisfaction Quality Award and the Service Brand Excellence Award. The reporter interviewed Mr. Ma Xulun, President of Air China, at the release conference of the user evaluation results of "2004 Hakka Civil Aviation". Ma Xulun believes that in today's fierce market competition, airlines must win people's hearts and impress them with the best service if they want to gain the recognition and choice of passengers and shippers. The service level ultimately determines its market share and efficiency. Over the years, while ensuring safe operation, Air China has always taken passengers as the service center and customer demand and satisfaction as the starting point of service work. As early as 2002, Air China clearly put forward the concept that service quality is the fundamental cultural construction of development, and built a service system with "four hearts" as the main content. The "Four Hearts" project is to make passengers and cargo owners feel at ease, happy, comfortable and tempted in the whole process of choosing Air China and enjoying its products. "Rest assured" is to make passengers and shippers feel that Air China's safety is guaranteed and the journey is worry-free; Let passengers and shippers feel that once they choose Air China, they choose to be practical and relaxed. Air China puts safety first in its service work, always sets up the concept of "safety first, passengers first" and regards safety as the first priority of service. In the service work, we should simplify the procedures for passengers and shippers to participate in the flight and transportation of goods as much as possible, increase the openness and transparency of services, and dispel all unnecessary concerns of passengers and shippers. "Smooth" refers to ensuring the punctuality of flights and the smoothness of the whole service process, so that the service needs of passengers and shippers can be met smoothly, which is reflected in Air China's service work, that is, to make the service chain between all links smooth and seamless. Every detail of Air China's service requires the psychological satisfaction of passengers and shippers as much as possible. "Comfort" means that passengers and shippers feel that Air China's service is comfortable. Embodied in the hardware is to provide comfortable conditions for passengers and shippers, including the comfort of seats, the pleasing of audio-visual magazines, the palatability of restaurants and so on. Reflected in the software is to create a comfortable and pleasant feeling for passengers and shippers. "Being tempted" is to meet the reasonable special personalized needs of passengers and shippers, to provide personalized needs for passengers, to achieve the effect of making them tempted, and to make them sincerely moved by Air China's service, which is the highest realm of service. "Four Hearts" service project is not only the content of Air China service, but also the goal of Air China service. It is not only the starting point of service, but also runs through the whole process of service. "Four Hearts" requires Air China to pay attention to the potential needs of passengers and shippers while constantly meeting their actual needs, and strive to become an airline that knows passengers better than passengers and shippers better than shippers. Customers and shippers will be deeply impressed by Air China's recognition and support through innovative services that meet customers' personalized needs. In the service work in 2004, Air China further changed its concept, optimized its service process, determined its service requirements and standards, and improved its service management system and construction. Recently, Air China has also invested nearly 700 million yuan to improve the first-class and business-class seats and service facilities of commercial aircraft, aiming at further improving passengers' comfort and satisfaction and comprehensively improving service quality. Although Air China won the Customer Satisfaction Quality Award and the Service Brand Excellence Award in 2004, it does not mean that its service is perfect. Air China firmly believes that service is not the best, only better. In recent years, domestic airlines have made great progress and changes in air service and ground service. The advantage of Air China lies in decades of experience, strong professional ability, the earliest entry into international routes, wide international network and high market judgment and sensitivity. As the saying goes, how about American and European airlines, because they have experience, because they have experienced the course that Air China is experiencing now. Air China started early, and this brand has an advantage in the hearts of mass consumption. Ma Xulun said that the next goal is to take this award as the pressure and motivation for Air China to continue to advance and continue to promote its service to by going up one flight of stairs. The first is to establish a sense of service within the company, because the current market economy is a service economy in the final analysis. Based on this, whether passengers are satisfied with Air China should always be the starting point and the end result of Air China's service. Passengers have the final say, and truly regard passengers as God from work, thought and heart. In this way, within the scope of work, not only the service department, but also other departments of the company, every employee of the company should establish the consciousness of serving passengers. Passengers will think of Air China, and its market will grow bigger and bigger. The second is to systematize the service work. It is not a simple ground handling problem, but a cabin problem, which involves all aspects of the company and every system. We should do this work well from the whole system. The third is to do a good job in service process design and standardized management. China's aviation services are no different from those of foreign countries, even surpassing those of foreign airlines. The problem now is that the connection between open space technology and crosslinking is not good enough. Therefore, it is necessary to establish a complete service chain and a complete service system, not to let the chain fall, but to establish a complete service information chain. Pay attention to the construction of rules and regulations, so that everyone's actions and consciousness have the guidance and requirements of rules and regulations. Fourth, strengthen and implement service responsibilities, improve the quality of service personnel, and do a good job in training service personnel. In order to better implement the responsibility, Air China once asked the Academy of Social Sciences to design a set of assessment methods, taking the punctuality rate of flights as a breakthrough, and by strengthening the implementation of the responsibility, every employee has the pressure and motivation to truly care about the class and race against time to ensure the punctuality rate of flights. Fifth, Air China will continue to improve its services, carefully analyze the good opinions and suggestions put forward by passengers, and make timely improvements. In the final analysis, we still have to work hard on the "four hearts" service. The connotation of "Four Hearts" service has become a highly recognized service concept of Air China, which regards "Four Hearts" service as an important choice for brand building. "Four Hearts" is used to the whole service, and it is completely based on the feelings and perspectives of passengers, so that passengers can truly feel that Air China's flight is safe and secure and the journey is smooth. By providing personalized service and professional service, we really touched the passengers, and also touched ourselves, and seized the hearts of passengers, and the advantages of enterprises in the market were highlighted. When talking about how Air China balances social responsibility and economic benefits, Ma Xulun believes that Air China is a flag carrier and the society has high expectations for Air China. Air China adheres to the principle of paying equal attention to economic benefits and social responsibilities. Air China undertakes many special tasks, such as delivering relief materials, but it doesn't pay attention to conditions. Some time ago, due to the tsunami in Southeast Asia, the China Red Cross Society wanted to donate relief materials to the affected countries in Southeast Asia, hoping that Air China could undertake the delivery task free of charge. At that time, Air China was very busy with the production of five cargo planes, so it cancelled the normal cargo flights and used a B747 cargo plane to deliver relief materials to Southeast Asia free of charge. This kind of behavior embodies a kind of love and an unshirkable social responsibility. After the successful listing of Air China, the long-term goal was further defined. Ma Xulun summed it up in four sentences. First, be an airline recognized by mainstream passengers. At present, in the domestic aviation market, more than 70% of Air China's passengers are business travelers. These high-priced mainstream travelers are willing to choose Air China, which values brand and safety. These passengers pursue safety, service and convenience. Air China focuses on this service, allowing more mainstream passengers to choose Air China. The next step is to become a mainstream airline in the competition of world airlines, taking into account tourists and leisure travelers, so as to improve the fare and income level. The second is to become the most valuable airline in China. There are various indicators to measure the development of an enterprise and its position in the market, but the most critical indicator is its market value. Through its own efforts, Air China currently has a market value of 28.2 billion yuan and a brand value of 65.438+0.62 billion yuan, ranking first among domestic airlines. In the next step, Air China will continue to maintain its first position in China aviation market by improving its service capability, profitability and brand influence. The third is to become the most profitable airline in China. The measure of an enterprise is not how many planes it has, how many routes it has and how many passengers it has. The most fundamental index is the basic situation of enterprise operation and profit level. Only when the enterprise is profitable can it have development potential, and it can better repay the society and make more contributions to the country and society. Therefore, whether it is the introduction of aircraft, market development, and capital operation, including mergers and acquisitions, Air China will consider profitability, social responsibility, and returns to society and passengers. The fourth is to be a world-competitive airline. Because there is the word "international" in the name of Air China, we should not look too low and too short-sighted. Air China should focus its foothold and competition on the world, occupy a place in the world airline competition, highlight its own competitiveness, and make Air China truly become an airline with world competitiveness. This is the long-term goal set by Air China. Some long-term goals are that Air China hopes to keep it forever, and some long-term goals can only be achieved after several years of efforts. Air China will tirelessly pursue and strive to achieve these goals. 0