Tag: Airline

Qantas Customer Charter

Creator

Qantas is one of the world’s oldest airlines formed in 1920 in outback Queensland. Qantas is a leading long distance airline and one of Australia’s strongest brands.

Purpose

“We are Australia’s leading premium airline and we are dedicated to being the best.

We aim to meet your expectations every time you fly, and so we continue to invest in our business and will always strive to provide you with an exceptional level of service.

With this charter, we want you to know what you can expect whenever you choose to fly on a Qantas (QF) coded service from anywhere in Australia. Below we set out our commitment to you and provide links to our website where more detailed information is available.”

Manifesto

  1. We will never compromise on safety
  2. We are committed to getting you and your bags to your destination on time
  3. We will look after you if things don’t go as planned
  4. We will look after you if you have specific needs
  5. We are always on hand to help
  6. We value your opinion
  7. We will protect your personal information
  8. We support environmental initiativies

Source

https://www.qantas.com/au/en/about-us/our-company/customer-charter.html

Comment

This is a strong clear airline specific customer charter that is consistent with what I see the Qantas brand to be.

(There is a paragraph that goes with each of the points above that I felt was too long to share all of it here.)

In comparison to the Easy Jet Customer Charter the difference in brand personality and therefore the words used in this charter are clear – Qantas is more formal, Easy Jet is more casual.

Given they are both in the same industry you would expect some similarities. The obvious one is number one for both companies: safety first – even down to the wording ‘we never compromise’.

I particularly like that where Qantas say ‘We are always on hand to help’ they share a phone that you can call and a link to further ways to contact them.

Also, under the section ‘We value your opinion’ they offer several ways to this with them – phone, website form and even Twitter. Plus, if things go badly they even share the details of the Airline Customer Advocate service.

This is all part of the ‘backend’ or supporting actions that you will want to consider when you create your manifesto and in particular your Customer Charter. You don’t want to be seen to be offering hollow words. You do want to be seen as acting consistent with what you say will you do and who you will be for your customers – especially when things don’t go as you plan.

More

Easy Jet Customer Charter

Joseph Jaffe – The Customer Service Manifesto

Christopher Carfi – The Social Customer Manifesto

Easy Jet Customer Charter

Creator

Easy Jet is a low-cost British based airline with headquarters in London. It operates domestic and international services on over 1000 routes in more than 30 countries.

Purpose

Orange Spirit

Our mission has always been to make travel easy and affordable for all. When we started out over 20 years ago we challenged the status quo with the introduction of low fares. We didn’t accept the industry norms and we set about doing things differently. This ambition continues to drive us today.

But it’s not just about what we do, it’s how we do it and why we do it that shapes us as a business.

At its simplest we’re here to connect people across Europe. These days we’re not alone in doing that but we believe that by doing things in the right way and staying true to our values is good for our customers, our staff and our communities. In a nutshell we call it our Orange Spirit.

The Orange Spirit then shares charters under the following headings:

  1. Change for good
  2. Environment
  3. Diversity
  4. Innovation
  5. Accessibility
  6. Our Promise (their customer charter is shared below)
Easy Jet Customer Charter

Manifesto

Customer Charter

Our promise to you

Our five priorities keep us focused but the key is to make sure we deliver all this from the heart, with passion, ensuring our orange spirit shines through in everything we do.

Safety first – we never compromise – Your safety and security is our number one priority

On your side – we see it from your point of view – We don’t assume that we know best and we make decisions with you in mind

A big smile – friendly service is our passion – You can expect a friendly, helpful and knowledgeable service from all our staff

Make it easy – at every step – We’ll make sure you know what to expect at every step of your journey

Open and upfront – we will always be straight with you – We’ll always be truthful and will keep you informed at all times

Source

https://www.easyjet.com/en/orange-spirit/our-promise

http://corporate.easyjet.com/about/our-values

https://www.easyjet.com/en/orange-spirit

Comment

There are two manifestos on this page. The first is the purpose or mission statement and the second is the customer charter. There is also a link to the company values.

Together they show what is required to deliver purpose throughout a large organisation (with over 10,000 employees) is to provide layers of manifesto in different forms. One single manifesto may not be enough.

The challenge therefore is to keep them simple and consistent. Ideally, you want your people to be able to recite them in some way – at least in intent, if not in precise detail.

The Customer Charter is an important manifesto type for customer service across any organisation.

This one is neat and short – five principles – and in simple everyday language. Each principle is then layered. For example:

Safety first = this is a clear priority

We never compromise = this is a boundary rule – in a difficult situation, this one statement tells you what is required.

Your safety and security is our number one priority – this expands on the first statement – it’s ‘your’ safety, plus ‘your’ security’ that is important.

Could you remember this to act in a crisis? I think so.

There is also an overarching guiding principle here: the orange spirit. It is important to name your charters and principles so that people can refer specifically to them.

In this case, ‘orange spirit’ is a rallying cry for how we want our people to act – in alignment with our company values AND with ‘spirit’.

More

Fader and Toms – Customer Centricity Manifesto

Christopher Carfi – The Social Customer Manifesto

Joseph Jaffe – The Customer Service Manifesto