Air Canada 2013 Annual Report Download - page 15

2013 Management’s Discussion and Analysis
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In addition, Air Canada launched a new program entitled “Air Canada Corporate Rewards” that offers powerful online tools to
help businesses of all sizes better manage their travel, reduce costs and earn rewards to enhance travel. The Air Canada
Corporate Rewards program is designed to make it simpler for companies of any size to track their travel investment, obtain
savings and also earn rewards for flying with Air Canada. Members are eligible to receive offers for discounts on Air Canada
flights and services along with rewards such as complimentary eUpgrades, Maple Leaf Lounge access, advance seat selection
and other exclusive special offers. This program, along with other attributes, such as the airline’s expansive global network,
International Business Class service, Maple Leaf Lounges and Aeroplan and Altitude loyalty programs, are designed to further
boost Air Canada’s leading position as the carrier of choice among Canadian business travellers.
Fostering Positive Culture Change
A cornerstone of Air Canada’s business strategy is to transform its corporate culture to one that embraces leadership,
accountability and entrepreneurship. Air Canada believes that a healthy and dynamic corporate culture provides a competitive
advantage which can have a significant impact on its long-term performance.
In 2014, Air Canada will continue fostering positive changes to its culture by promoting;
• Entrepreneurship
• Engagement
• Empowerment
• Earnings for Performance
Over the last several years, Air Canada has sought to foster a common sense of purpose, shared values and common goals
among employees. This important initiative is being delivered in many forms, including through executive presentations, daily
communiques, monthly letters from senior executives, quarterly conference calls, and in many daily interactions. Specifically,
Air Canada has focused on effectively communicating the rationale behind its strategic initiatives and the importance of
adapting to changing market conditions.
Air Canada believes that employees are more likely to embrace culture change if they take an active part in the
transformation. As such, Air Canada will continue to encourage employee feedback and ideas as employees are often in a
good position to identify improvements and changes for success.
The cross-functional approach of the airline’s operational excellence team is also driving employee engagement while
increasing customer satisfaction levels. Air Canada has initiatives in place to ensure that existing and new employees
understand how the airline and its employees work together to deliver on the customer promise. These include a new
employee on-boarding experience and integrated management practices, as well as programs intended to foster Air Canada’s
leadership behaviours and values.
Air Canada’s recognition programs celebrate employees who are living the airline’s values and demonstrate great customer
service in a variety of ways. Air Canada has also received several distinctive awards such as the previously mentioned Skytrax
Four-Star ranking and Canada’s Top 100 Employers for 2014. These initiatives and awards enable Air Canada’s employees to
enhance their role as brand ambassadors.
The airline is equally focused on ensuring that employees have the tools and training required to provide a culture of top
customer care. Air Canada’s customized and adapted language training for frontline employees ensures that customers receive
service in their language of choice. In addition, Air Canada also offers specific programs geared towards different employee
groups to foster professional development and growth. Internal networking opportunities, coaching and cross-branch projects
allow Air Canada to keep employees exposed to its key business priorities.
To continue on this path of excellence, Air Canada is introducing innovative cross-functional customer service training, as well
as defined-competency based leadership brand training, supported by both on-line and in-class learning offerings.