T HE AIRLINE CUSTOMERS WANT TO FLYRemaining “the airline of choice” — <strong>JAL</strong> recognizes thatthere is no other way to prevail in an era of yet stiffer competitionon an international scale. Enhancement of customersatisfaction (CS) has been the central theme of a ServiceCommittee. Established five years ago, the committee ischaired by the president and includes the senior officers incharge of services. To deepen and expand our commitment tocustomer satisfaction as central to management, the committeehas been reorganized as the CS Promotion Committee.This body provides a structure that reflects systematically theopinions and desires of our customers. Distinguishing thecommittee is its function as an ombudsman, providing adviceand counsel for the improvement of products and services.It has also been instrumental in revamping the sales,airport and passenger cabin service headquarters that createthe services directly encountered by customers. In addition,the committee has combined sales and airport functions intothe customer business division, and established a seamlessoverall system for providing services in line with customermovements.The Voice of the Customer as aManagement ResourceThe requests, praise, criticism and opinions of customers areevaluations of the services we offer, and indicators of serviceswe should be considering. At the same time as we hear thevoice of the customer, we seek to improve services at eachbranch. And services that draw customer praise are used toeducate employees, via CS information developed at themanagement level.Customers’ opinions are obtained via toll-free telephoneNumber of Employees (<strong>JAL</strong> Only)(Thousands)Years Ended March 312520151050’94 ’95 ’96 ’97 ’98Ground StaffCockpit CrewCabin CrewIn April 1997, ticketless servicewas added. It is available 24hours a day.lines, comment cards and other means. The number of theseresponses is growing every year: in the two years to March1997, they were up about 14 percent. In its in-flightmagazine Winds, <strong>JAL</strong> in turn provides feedback to passengerson actions taken in response to their suggestions. We are alsoplanning construction of a system for collecting the opinionsof employees who use <strong>JAL</strong> and other airlines for business orpersonal travel. This will enable us to reinforce our capabilitiesfor concrete evaluations of services.Furthermore, to heighten employee awareness ofcustomer satisfaction and promote improvements, the ServiceCommittee publishes a newsletter called Services Ratings(hyoban), which is distributed to all employees. We alsodistribute weekly the contents of electronic mail fromcustomers, centering on hints for upgrading services.The Family Serviceoffers special bedsfor infants and otheramenities for familytravelers.Physically-challengedpassengers are“Priority Guests,”issued with specialcards to enhanceconvenience.Inside the CabinThere are indispensable preconditions to being the airline ofchoice. To offer higher quality services, it is essential that werespond to the voice of the customer in a timely manner.Customer satisfaction is enhanced by addressing each of theirneeds. <strong>JAL</strong> is committed to improvement of all of its services,including those pertaining to the cabin or in-flight experience.Following through on thorough marketing research oncabin service, we have transformed passenger requirementsinto products. One example is adding value to the <strong>JAL</strong>Executive Class – “SEASONS” on international routes.Another is the introduction in December 1997 of the “<strong>JAL</strong>Sky Sleeper” seats in first class; these recline to a full-flatposition for a restful flight. In addition, service has beenrevamped in both its hardware and software aspects, all withthe passenger in mind.11
T HE AIRLINE CUSTOMERS WANT TO FLYFocus on Improving Safety12