The ANA Group aims to grow into a world-class airline by becoming one of the leading corporate groups in Asia, a market packed with competitors recognized as top-class globally. We always take the customer’s perspective to offer “human service” that stays a step ahead of their expectations, in addition to our high-level products and services. In doing so, we aim for the world’s highest level of customer satisfaction, recognized by customers not only in Japan but also around the world. As a specific objective, from the fiscal year ended March 2012 we have been working to earn a 5-Star Airline ranking from SKYTRAX, one of the world’s most influential aviation industry evaluation firms. Moreover, as a full-service carrier committed to “the value of time” and to becoming the world leader in on-time flights, we have set the target of again winning the number one spot we earned last year in the FlightStats On-Time Performance Service Awards sponsored by Conducive Technology Corp. of the U.S.
On the service frontline where we interact with customers, uniform service constrained by manuals or rules is not necessarily the best service. We need to accurately observe each customer’s preferences and individuality, as well as on-thespot circumstances, to provide service with speed and flexibility. The ANA Group empowers employees working on the service frontline, making the most of their spontaneity and individuality so that each can display a kind of adaptability we like to call “positive variation.” In addition to providing basic quality in areas such as safety and punctuality, we conduct cross-organizational discussions including back office divisions that support the service frontline, and share the incidents that earned praise from customers so that we can offer service tailored to each customer in every scenario — sales, reservations, the airport, the cabin, landing and elsewhere.
International routes are a mainstay of ANA’s growth, and we are focusing on initiatives to further raise the satisfaction of customers from overseas. In consideration of other countries’ cultures and customs, we aim to provide service with its roots in Japanese-style omotenashi (hospitality) to make ANA synonymous with Japanese hospitality. In addition to conducting in-flight questionnaires, Internet surveys, and group interviews, we also work to improve our products and services with our foreign customers in mind. In the 2011 World Airline Awards conducted by SKYTRAX, ANA was named number one worldwide in the Best Airport Services category, and number one in the Airline Staff Service Excellence — Asia category. In 2012, ANA was named Best Transpacific Airline.
Based on our products and services brand Inspiration of Japan, we develop products and services that enable us to provide new experiences in air travel. With “innovative,” “original” and “modern Japan” as our keywords, we are creating products and services that make air travel more enjoyable. These include the introduction of new seats on international and domestic routes, the start of ANA SUITE CHECK-IN
1 for ANA Diamond Service status members and first class passengers, wines chosen through a rigorous selection process that extended over roughly a half-year, in-flight meals rich in seasonal variety, and original desserts created in collaboration with Pierre Hermé Paris.
2 Service enhancements on domestic routes have included a renewal of Premium Class service from June 2012 and the addition of gourmet coffee in regular seats. In addition, we are working to enhance physical aspects of our service, such as renewing domestic route lounges and enlarging them successively for use by Premium Class customers. By deepening our commitment to customers and further enhancing the ANA brand, we are setting our sights on providing ever-higher quality service.
Notes
Notes
- *1. For First Class passengers of flights operated by ANA on international routes and ANA Diamond Service members
- *2. Offered in ANA First Class and Business Class on international routes
- *3. Installed on some Boeing 777-200 aircraft (two aircraft as of July 2012).
The ANA Group actively uses the social networking services (SNS) Facebook and Twitter to strengthen communication with customers. Our Japanese-language Facebook page, launched in January 2011, gathered 600,000 followers by the end of March 2012, becoming one of Japan’s leading corporate Facebook pages. Online activities have included “user communication” to vote on snacks and the design of products sold in-flight, and a special feature marking the launch of Boeing 787 service. In addition to an English version of the page, we launched Hong Kong and traditional Chinese versions during the fiscal year ended March 2012. As of the end of March 2012, the English page had over 170,000 followers.
Aside from using Twitter to provide flight information since June 2011, initiatives to enhance customer convenience include offering travel information and reservations for domestic and international routes on the smartphone apps Tabidachi Kukan and ANA GLOBAL. Furthermore, to convey the attractions of Japan to people overseas amid a slowdown in visitors from abroad, we launched a website titled “Is Japan Cool?” linked to our English Facebook page. To date, the site has attracted about 80,000 participants.