Air Canada 2014 Annual Report Download - page 17

17
2014 Management’s Discussion and Analysis
Air Canada is the first Canadian carrier to offer
customers in-flight Wi-Fi connectivity. The airline
began rolling out connectivity across its North
American narrow-body fleet in 2014 under an
agreement with Gogo® and continues to do so.
Air Canada plans to outfit its Airbus A319, A320
and A321 and Embraer 190 aircraft, as well as its
Air Canada Express Bombardier CRJ-705 and
Embraer 175 aircraft, with Air-To-Ground Wi-Fi
connectivity. At December 31, 2014, 31 aircraft
were operating with the Wi-Fi system. The targeted
completion date for the entire narrow-body fleet, with
a designated 131 aircraft, is the first quarter of 2016.
In order to remain competitive within the digital
ecosystem, Air Canada plans on enhancing its online
presence to provide a responsive design experience for
traditional web users, while also meeting the increased
demands from its tablet and mobile users. The goal is
to ensure that all customers, regardless of device and
screen size, can seamlessly interact with Air Canada
and access its products and services. A new mobile
App is planned for the third quarter of 2015 while the
transition to a new web platform is expected to be
completed by the end of 2015.
NEW GLOBAL OPERATIONS CENTRE
IN TORONTO
Air Canada opened its Global Operations Centre in
January 2014. The new facility is the nerve centre
for Air Canada’s entire operation, ensuring delivery
of Air Canada’s schedule and the safe transport of
Air Canada customers (over 38 million in 2014).
Efficiencies have been gained by co-locating all
key operational personnel under one roof outfitted
with the latest in technological, acoustical
and ergonomically sound design elements.
CUSTOMER RELATIONSHIP
MANAGEMENT SYSTEM
Air Canada is planning to implement, later in 2015,
a customer relationship management system which
will allow it to gain valuable customer insights and
deliver a more personalized and satisfying customer
experience. This new system will also allow Air Canada
to more effectively target its product offerings in
order to stimulate traffic, increase yields and improve
customer loyalty.
CUSTOMER SERVICE
TRAINING PROGRAMS
In 2014, Air Canada implemented a number of
customer training initiatives, including “Standing
Ovation” which is a dedicated customer service
training program for the In-Flight Service branch.
Similar training will be expanded for the airline’s
customer sales and service agents in 2015.
In 2014, the Customer Service Council, which
is comprised of leaders of those departments
at Air Canada who have a direct impact on the
customer experience, was formed with a vision to
make Air Canada the global carrier of choice, known
for its first-rate Canadian brand of customer service
excellence and a mission to ensure Air Canada policies
and projects are customer-oriented. The Council
has been listening to customers through a number
of forums that capture customer feedback and it
is making adjustments to policies, procedures and
programs as a result, such as those relating to the
application of change fees, bereavement fares, military
and jury duty travel and name changes for domestic
travel. The Customer Service Council has also reached
out to those best-placed to report on customer
issues – Air Canada’s frontline employees. Focus
groups have been held with frontline employees across
Canada and in the U.S., and the information collected
will help remove roadblocks and enable employees to
better do their jobs, with greater empowerment and
decision-making capabilities.
IMPROVING THE AIRPORT EXPERIENCE
Air Canada has implemented a number of important
initiatives to improve the overall customer airport
experience. For example, Air Canada is the only
non-U.S. carrier to offer TSA pre-check, allowing
eligible customers to experience expedited, more
efficient security screening for flights out of the U.S.
In addition, the airline has recently instituted zonal
boarding, aligning its boarding process with industry
best practices.
Air Canada also introduced enhanced self-service
check-in for passengers with checked baggage in
collaboration with the Halifax International Airport
Authority. This is the first in North America where
passengers use the standard self-tagging process
and then induct their own checked baggage using
new generation bag drop technology. The airline
has removed all the traditional check-in counters for
economy check-in and, through the new self-service
product, has eliminated queuing at the check-in desks.
Air Canada plans on introducing this important process
improvement in Montreal and Calgary, with other
airports to follow.
In June 2014, Air Canada officially opened its latest
International Maple Leaf Lounge® at London Heathrow
Airport’s new Terminal 2. Located at Star Alliance’s
largest airport hub, Air Canada’s newest International
Maple Leaf Lounge was created as an extension of the
overall travel experience for its International Business
customers. Air Canada’s London International lounge is