Air New Zealand`s customers have given a thumbs-up to the new direction of the airline. It is no longer perceived as delivering `basic` service and `past its best` but is viewed as…
Air New Zealand`s customers have given a thumbs-up to the new direction of the airline. It is no longer perceived as delivering `basic` service and `past its best` but is viewed as `innovative`, `a step ahead` and `right up there` in comparison with other airlines.
This is according to a recent survey of customers who have experienced Air New Zealand`s new in-flight product (new seating, cabin interiors, and state of the art in-flight entertainment systems) that since August last year is being progressively introduced on all long-haul flights.
The percentage of customers who would `definitely` recommend Air New Zealand to their friends, family, and colleagues has grown from 44% across the international network to 71% on the new product in November 2005. And the percentage who would `probably` recommend Air New Zealand on these flights exceeded 90% for the first time.
General Manager Marketing Steve Bayliss said the level of enthusiasm from customers in response to the changes made so far showed there was a renewed sense of pride in Air New Zealand, as the national carrier.
Prior to this, our customers were not negative but certainly were not inspired by our long-haul product. Air New Zealand is re-energised. We have a firm commitment to provide customers with enhanced comfort and a unique travel experience – and we are determined to showcase our country at its best, said Mr Bayliss.
Examples of the many positive comments received through the recent customer research are as follows:
- There is no doubt this experience for me would be a step ahead of anything else I have experienced.
- They want to go all out to ensure people have a good experience and that was certainly what I felt.
- Sensational I thought, new improved facilities just makes travel faster and not arduous.
TNS Regional Research Consultant Darren Kemp said such a positive and quick overall turn-around in brand perception was an impressive result for a company of Air New Zealand`s size.
To achieve such a rapid change in perception is quite an achievement for a company that operates in many different countries and whose customers come from such a diverse range of backgrounds, said Mr Kemp, who is based in Australia.
A key aspect of any brand is public and customer perception, which is significant for not only customer loyalty, but also for generating a sense of pride in the company. In terms of customer experience, Air New Zealand`s new long-haul product differentiates it from other airlines and has become an area of strength.
Air New Zealand regularly monitors people`s perceptions of its product and services. Approximately 2,500 customers participate in a weekly on-line survey each year.
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales. She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
