Comfort and enjoyment to passengers on flights of up - Cathay Pacific

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Keeping fully engaged CX World spoke <strong>to</strong> recently appointed Direc<strong>to</strong>r Corporate Affairs Chitty Cheung about the priorities in her new role <strong>and</strong> the importance of engaging with the airline’s stakeholders When did your journey in Cathay Pacific begin? It all started 25 years ago – in fact, I’m about <strong>to</strong> get my gold bar! I joined as a Management Trainee in 1987 <strong>and</strong> moved around the system. In <strong>to</strong>tal I have covered around 12 different departments in Hong Kong <strong>and</strong> three outports. What have been the highlights along the way? My most memorable experience was probably my first overseas posting <strong>to</strong> Los Angeles in 1990. At the time we didn’t fly <strong>to</strong> Los Angeles, <strong>and</strong> San Francisco was operated as a tag on the Vancouver flight. We had just bought our first 747-400, which gave us the ability <strong>to</strong> operate non-s<strong>to</strong>p <strong>to</strong> Los Angeles, so we decided <strong>to</strong> shut down SFO <strong>and</strong> target Los Angeles – a bigger market <strong>and</strong> a more important gateway <strong>to</strong> the US. They sent me <strong>to</strong> the US for six months before the flight started <strong>to</strong> do all the preparations for the new route. I was thrown in at the deep end <strong>and</strong> just had <strong>to</strong> find ways <strong>to</strong> make it happen – it was a very steep learning curve! How do you feel about being appointed as a direc<strong>to</strong>r – <strong>and</strong> what will the challenges be? Of course it is a great honour <strong>to</strong> be made a direc<strong>to</strong>r – I’m very grateful <strong>to</strong> the company for trusting me with this important job. My portfolio covers corporate communication <strong>and</strong> the environment, <strong>and</strong> although these are both new areas for me, the training I’ve acquired as a generalist manager within Cathay Pacific has prepared me. Whatever job is l<strong>and</strong>ed on our desk we have <strong>to</strong> find a way <strong>to</strong> accomplish it <strong>and</strong> deliver results! I know how things work in the airline <strong>and</strong> it will help me <strong>to</strong> explain our position, business strategy <strong>and</strong> goals <strong>to</strong> our stakeholders. It’s going <strong>to</strong> be a very interesting <strong>and</strong> challenging job because you wake up in the morning <strong>and</strong> you never know what <strong>to</strong> expect! The recent government <strong>and</strong> political changes in Hong Kong will add <strong>to</strong> the challenge. What are your <strong>to</strong>p priorities as you settle down in the job? A big part of my role is <strong>to</strong> manage the relationship with our stakeholders – not just our cus<strong>to</strong>mers but the government, people in political circles, opinion leaders, media, <strong>and</strong> staff. There’s a lot of engagement work that needs <strong>to</strong> be done because there have been a lot of changes in Hong Kong in the last six months. We need <strong>to</strong> build even stronger relationships with these stakeholders <strong>and</strong> get them <strong>to</strong> underst<strong>and</strong> Cathay Pacific’s contribution <strong>to</strong> Hong Kong. Do we need <strong>to</strong> do more <strong>to</strong> enhance our reputation locally? I think, overall, CX has enjoyed a good reputation both in Hong Kong <strong>and</strong> overseas, but it is always good <strong>to</strong> improve that reputation further. We need <strong>to</strong> drive home the fact that, as Hong Kong’s carrier, we will fulfil our obligations <strong>to</strong> the home market. We are making big investments in Hong Kong, creating jobs <strong>and</strong> supporting the government <strong>and</strong> the local community. But just doing these things is not enough. We need <strong>to</strong> be more visible about what we do so that Hong Kong people will know that we’re in it <strong>to</strong>gether. What are the priorities on the environmental side? Making CX an environmentally conscious <strong>and</strong> active corporation will be at the <strong>to</strong>p of my list. And we will, of course, be giving our full support <strong>to</strong> the Airport Authority for the environmental impact assessment for the third runway study. That’s very important. I’d also like <strong>to</strong> see more work done <strong>to</strong> raise awareness among staff <strong>and</strong> encourage them <strong>to</strong> come up with more ideas in the areas of sustainable development <strong>and</strong> environmental protection. It’s going <strong>to</strong> be a high-pressure job – how do you like <strong>to</strong> unwind? I like <strong>to</strong> swim <strong>and</strong> play golf. Unfortunately I’ve not had any time for golf since I started this job, but I hope I can pick it up again! Cus<strong>to</strong>mers at the heart of terminal project As testing <strong>and</strong> commissioning work continues at the Cathay Pacific Cargo Terminal, work is going on in parallel <strong>to</strong> ensure the facility is able <strong>to</strong> meet the expectations of its cus<strong>to</strong>mers when it begins operations early next year. The first two cus<strong>to</strong>mers will, of course, be Cathay Pacific <strong>and</strong> Dragonair, <strong>and</strong> Albert Lo is the man tasked with ensuring that the new terminal will meet the airlines’ requirements – <strong>and</strong> that a smooth transition from Hactl <strong>to</strong> Cathay Pacific Services Ltd (CPSL) takes place Albert, seconded from CX as CPSL’s Manager Commercial, says that the terminal is going <strong>to</strong> offer a lot of benefits <strong>to</strong> all cus<strong>to</strong>mers. “It’s going <strong>to</strong> mean smoother transhipments, more opportunities <strong>to</strong> exp<strong>and</strong> city pairs, a quicker transit time through Hong Kong, <strong>and</strong> it will give us the ability <strong>to</strong> tai- MEETING EXPECTATIONS: The HAFFA Air Freight Sub Committee got a closer look at the new cargo terminal as CPSL ramps up engagement. lor-makeproducts for the cus<strong>to</strong>mers,” says Albert. “It will really increase our competitive edge.” In addition <strong>to</strong> CX/KA, Albert <strong>and</strong> his team are working with some 30 or so stakeholders, including government offices, airport-related organisations <strong>and</strong> outports, who all need <strong>to</strong> underst<strong>and</strong> how the terminal is going <strong>to</strong> work. “We need <strong>to</strong> get buy-in from these stakeholders as early as we can,” he says. “We also need <strong>to</strong> build awareness within the industry as a whole because after year one there will be a business opportunity <strong>to</strong> serve third-party cus<strong>to</strong>mers.” The engagement extends <strong>to</strong> freight forwarders, who are being advised how truckers will benefit from reduced waiting times thanks <strong>to</strong> the “just in time” operation at the terminal. An advanced truck control system will enable them <strong>to</strong> go straight <strong>to</strong> the truck dock <strong>to</strong> get the cargo, while CPSL can manage the use of the truck docks <strong>to</strong> maximise throughput <strong>and</strong> <strong>to</strong>nnage – “a win-win situation,” Albert smiles. Mindful of the problems encountered when the new airport opened in 1998, Albert says that a lot of planning is going in<strong>to</strong> ensuring a smooth transition. The terminal will have a threestage opening <strong>to</strong> “give us flexibility <strong>and</strong> provide more assurance,” Albert says. In Stage 1, the terminal will h<strong>and</strong>le mainly valuable cargo <strong>and</strong> interface transfers; Stage 2, beginning May, will see the terminal h<strong>and</strong>ling imports; <strong>and</strong> Stage 3, from September, will include exports. “Stage 2 is the big test. If we pass this we’ll feel a lot more confident about the operation going forward,” Albert says. Interactive CX World now mobile friendly Since March the online version of CX World has provided staff with a more interactive experience with the addition of pho<strong>to</strong> albums, slideshows <strong>and</strong> embedded video links. Now a reformatted version allows iPad <strong>and</strong> iPhone users <strong>to</strong> access the same content in a more user-friendly fashion. Staff can also view additional pho<strong>to</strong>s in moving albums, access relevant videos <strong>and</strong> enlarge items <strong>to</strong> make them easier <strong>to</strong> read on their mobile devices. Go <strong>to</strong> the CX World link on IntraCX <strong>to</strong> download.
oneworld boost as Qatar invited <strong>to</strong> join Alliance extends Middle East reach with major regional player Highly regarded Middle Eastern carrier Qatar Airways (QR) has been confirmed as the next airline <strong>to</strong> come onboard a member of the oneworld alliance. The carrier’s election as a member designate was announced on 8 Oc<strong>to</strong>ber at a press conference in New York, attended by CEOs from a number of alliance members. The implementation of the Dohabased carrier in<strong>to</strong> oneworld is expected <strong>to</strong> take between 12 <strong>and</strong> 18 months. QR – named Skytrax Airline of the Year for the past two years – will become the first of the major Gulf airlines <strong>to</strong> sign for any of the global airline alliances. Its Chief Executive Officer, Akbar Al Baker, said that after carefully reviewing its strategic options, QR is “very clear that joining oneworld is by far the best way forward for us as we look <strong>to</strong> strengthen our competitive offering <strong>and</strong> give <strong>passengers</strong> what they fully deserve – more choice.” QR currently serves 120 destina- More CX <strong>passengers</strong> can enjoy the benefits of using a Mobile Boarding Pass as the network of destinations where the service is available grows. The service was rolled out in Rome, Toron<strong>to</strong> <strong>and</strong> Bahrain on 28 August. Starting 1 November, <strong>passengers</strong> can check in <strong>and</strong> board using their mobile devices at nine more destinations, including Narita <strong>and</strong> Haneda in Tokyo, Nagoya, Osaka/Kansai, Sapporo/Chi<strong>to</strong>se, Fukuoka, Amsterdam, Jeddah <strong>and</strong> Kuala Lumpur. It is also on offer for <strong>passengers</strong> checking in at Hong Kong, Auckl<strong>and</strong>, Vancouver <strong>and</strong> Taipei. Passengers who check in online can choose <strong>to</strong> receive a boarding pass in the form of an email or text message on their mobile devices. The service is also available <strong>to</strong> transit <strong>passengers</strong> at Hong Kong who originate from the eligible airports. “While the overall rate of online check-in usage has remained stable after the initial roll out of the MBP service in January, the number of <strong>passengers</strong> who are downloading mobile boarding passes has almost doubled in July compared <strong>to</strong> January,” says Manager eBusiness Lawrence Fong. “We expect usage <strong>to</strong> grow with the expansion of the feature <strong>to</strong> new ports as well as <strong>to</strong> transit <strong>passengers</strong> in Hong Kong,” adds e-Business Services <strong>and</strong> CRM Assis- tions in 70 countries in the Middle East, Europe, Africa, North <strong>and</strong> South America, Asia <strong>and</strong> Australasia. Fifteen of its destinations <strong>and</strong> three countries – Iran, Rw<strong>and</strong>a <strong>and</strong> the Seychelles – will be new <strong>to</strong> the oneworld map. The carrier is set <strong>to</strong> move in<strong>to</strong> a br<strong>and</strong> new home in 2013 with the opening of the New Doha International Airport, designed with an eventual capacity for 50 million <strong>passengers</strong> a year. QR operates one of the world’s youngest <strong>and</strong> most modern fleets, currently st<strong>and</strong>ing at 111 Boeing <strong>and</strong> Airbus aircraft with an average age of just four years old. The Gulf carrier becomes the third member designate lined up <strong>to</strong> join the alliance. Malaysian Airlines is expected <strong>to</strong> come onboard either later in this year or early in 2013, while SriLankan Airlines will join later in 2013. Kingfisher Airlines is also still officially a member elect though its implementation has been put on hold. More ports get ready for mobile boarding service ADDED BENEFIT: More <strong>passengers</strong> are using mobile devices for check-in <strong>and</strong> boarding. tant Manager Brian Chan. When picking new airports <strong>to</strong> launch the service, Brian says his team considers the readiness <strong>and</strong> the overall cus<strong>to</strong>mer experience at each airport. “Some airports still require another prin<strong>to</strong>ut or receipt at security checkpoints. Others require <strong>passengers</strong> <strong>to</strong> scan their mobile boarding pass at self-service kiosks in order <strong>to</strong> get a paper slip, which defeats the purpose of paperless check-in,” he says. “We will not roll out Mobile Boarding Pass services at airports until all the checkin procedures are refined <strong>to</strong> our preferred st<strong>and</strong>ard,” Brian adds. REACHING OUT: Qatar CEO Akbar Al Baker (centre) with crew members as the airline is welcomed in<strong>to</strong> the oneworld alliance as a member designate. Obituary – Pearl Aurice Palma-Litan Friends <strong>and</strong> former colleagues were deeply saddened <strong>to</strong> hear of the sudden passing of Pearl Litan on 18 September. Philippines-born Pearl joined CX in 1985 <strong>and</strong> was promoted <strong>to</strong> Inflight Service Manager in June 2006. With her CX batch mates, Pearl celebrated her 20th anniversary with the airline by raising funds <strong>to</strong> donate <strong>to</strong> a charity organisation in the Philippines, later helping <strong>to</strong> form a group called “CX Crew Pinays for Progress” <strong>to</strong> contribute <strong>to</strong> charity efforts. Pearl founded an NGO, Philippine Cabin Crew Charities Inc (PCCCI), while still with Cathay Pacific. She retired from flying in July 2011 <strong>to</strong> pursue her charity efforts full time. She is survived by husb<strong>and</strong> Noel, son Julian, daughter Mariel <strong>and</strong> six siblings.
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