Air Canada 2014 Annual Report Download - page 16

16 2014 Annual Report
CUSTOMER ENGAGEMENT
Providing a consistently high level of customer
experience and growing the airline’s premium
customer base are important elements of Air Canada’s
business strategy. Air Canada aims to give travellers
every reason to fly Air Canada. The airline recognizes
that its continued and growing success is dependent
on consistently delivering superior value and
innovative products, providing the highest levels of
customer service and anticipating the changing needs
of customers.
In 2014, Air Canada received the following important
industry awards which demonstrate its customers’
appreciation of the airline’s extensive network, alliance
relationships and leading products and services, as well
as their recognition of the dedication and professionalism
of Air Canada’s employees. Air Canada also continues
to be the only international network carrier in North
America ranked as a Four-Star airline by Skytrax.
Key achievements in 2014
• “Best Airline in North America” in the
Skytrax 2014 World Airline Awards, the fifth
consecutive year Air Canada has been recognized
as the best airline in North America. The annual
poll, based on surveys of nearly 19 million global
passengers, is regarded as a key benchmarking tool
for product excellence and customer satisfaction
by the global airline industry
• “Canada’s Favourite Airline for Business Travel” in
the 2014 Ipsos Reid Canadian Business Traveller
Study. Air Canada was the preferred airline of 83%
of Canadian frequent business travellers surveyed
for 2014, an improvement of 14 percentage points
in Air Canada’s ratings in the national survey over
the past six years. The survey showed consistently
strong ratings in customer preference for
Air Canada’s frequent flyer reward program, flight
schedule, business class service, Maple Leaf Lounges
and complimentary in-flight entertainment
• “Best Long Haul Airline (Americas)” by the
respected airline safety and product reviewing
website, AirlineRatings.com. The results are based
on ratings of 450 airlines globally by hundreds of
thousands of passengers
IMPROVING THE CUSTOMER EXPERIENCE
THROUGH INDUSTRY-LEADING
PRODUCTS AND SERVICES
Air Canada recognizes that investing in products and
services is vital to engaging customers. The Dreamliner,
with its newly designed cabins and next generation
IFE, has been enthusiastically received and Air Canada
has announced plans to introduce the 787’s three-
cabin international product and seating standard on
all 25 Boeing 777-300ER and 777-200LR aircraft in its
mainline fleet. The airline’s modern fleet, along with
other attributes, such as its expansive global network,
International Business Class service, Maple Leaf Lounges,
concierge service, 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.
Air Canada Altitude™, Air Canada’s frequent
flyer program, is designed to enhance the travel
experiences of its most frequent flyers. Air Canada
continues to optimize its frequent flyer program to
reward its most valuable and engaged members and
remains committed to offering one of the world’s
best frequent flyer programs. Air Canada Altitude™
members benefit from a wide range of privileges
including priority travel services, upgrades to Business
and Premium Economy classes and recognition across
the Star Alliance® network. Air Canada Altitude
members also benefit from Air Canada’s partnership
with the Aeroplan® program, which provides a wide
range of ways to earn and redeem valuable Aeroplan
Miles, including flights to over 1,200 destinations
worldwide. In 2015, the airline will continue to
optimize the program constructs in an effort to
continue improving the program’s value and its
capacity to profitably affect member engagement.
Air Canada’s program entitled “Air Canada Corporate
Rewards” offers powerful online tools to help
businesses of all sizes better manage their travel,
track and reduce costs and earn rewards to enhance
travel while at the same time building loyalty to
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 offers.
In 2014, Air Canada expanded its Preferred Seat
program with the reconfiguration of the mainline
narrow-body fleet. Preferred seats are available on
the entire mainline fleet and Air Canada is making it
easier for customers to conveniently purchase these
seats when booking or at any time prior to boarding,
including through its website, its airport kiosks or
mobile devices. Most preferred seats are located
near the front of the aircraft, enabling customers to
disembark more quickly at their destination.