Saudia aims to become regional market leader

A Saudi Arabian Airlines passenger plane soars high.

By P.K. ABDUL GHAFOUR | ARAB NEWS

Published: Mar 1, 2011 00:26 Updated: Mar 1, 2011 00:29

JEDDAH: Improve on customer care was the final message of Saudi Arabian Airlines' annual conference that ended here Monday. Abdul Aziz Al-Hazmi, deputy director general of the airline, emphasized this point further, saying: "We consider our passengers not just as our customers but as our guests."

Speaking to Arab News at the conclusion of the two-day meeting, which was attended by about 500 managers and top executives of the national carrier from across the world, Al-Hazmi said Saudia wanted to regain its position as a market leader in the region.

"We have recognized some of the issues and introduced intensive training programs for our frontline staff and retrain existing staff," he said when asked about measures taken to address increasing complaints about poor services.

"We have introduced a new program to carefully select frontline staff on the basis of certain criteria. We'll give them intensive training for six months before placing them in their positions," he said. Thousands of employees have already undergone training.

Asked whether the airline's management was taking any punitive measures against negligent staff, Al-Hazmi said: "Absolutely, if our customers face any difficulty with our staff, they have to call us or write to us. We will definitely take action."

He disclosed plans to transform Saudia's Haj and Umrah division into a strategic business unit considering the growing number of pilgrims. He also indicated plans to establish a special airline in the future for Haj and Umrah service, if it was found economically feasible.

Hazmi said the conference discussed industry developments at regional and global levels. "The managers who came from different parts of the world will share the conference's message with their team members in their respective areas in order to make action plans and achieve corporate goals," he said.

'We are changing'

The conference gave the impression that Saudia is changing, a prerequisite to become a leading airline in the world, attract more passengers and increase revenue. Before the end of the conference, the participants held each others' hands and declared, "we are changing" in a symbolic gesture.

Khaled Al-Molhem, director general, opened the conference on Sunday and emphasized his organization's strategic plans to become a customer-oriented airline, by improving its services in all operation areas matching with SkyTeam alliance standards.

A number of international experts were present to motivate delegates. John Tschohl, called the "Guru of Customer Service" by USA Today, Time, and Entrepreneur magazines, gave a lecture on "Achieving Excellence Through Customer Service." There were presentations on the airline's privatization program as well as Skytrax project to win 4-star rating from the agency.

Shawgi Mushtag, executive vice president for privatization, said the project for the privatization of the core-airline unit has been presented to the government for approval. He said the privatization of the technical service sector and Prince Sultan Aviation Academy would take place in the third and fourth quarters of this year.

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MOHAMMAD ALI

Mar 1, 2011 01:23

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For Saudia, please teach your flight attendants to be courteous and cordial, especially if one passenger is asking for water...I experienced I asked for water and the Saudia flight attendant just stared at me and went away....She, as if, didnt hear my clamor for water....The reason I asked for water because the plane took off their aircon inside while we are still in Jeddah airport bound to Riyadh and it was really warm inside the plane...

I hope this will not be a joke...

NISHTHAR IDROOS

Mar 1, 2011 01:37

Training is the core of a successful airline business. Its a sensorial experience the passenger goes through and a well trained staff tangibalize this process.

DENTON

Mar 1, 2011 11:43

And who is going to bring about these "amazing" changes in the culture of Saudia???? The same people who presently run this disaster that is the national airline !! As usual, NOTHING will change. 5 or 10 years from now people will still be talking about this airline's abyssmal attitude to its "Guests" and its almos totalt lack of customer service.

BARBARA

Mar 1, 2011 11:45

I hope that someone brings the comments to the preceding article " Saudia aims to become customer-oriented airlines" to the attention of Abdul Aziz Al-Hazmi, deputy director general of the airline.

When asked whether the airline's management was taking any punitive measures against negligent staff, Al-Hazmi said: "Absolutely, if our customers face any difficulty with our staff, they have to call us or write to us. We will definitely take action."

I noticed that neither the phone number nor the address was included.

If they were serious about improving customer relations, they would have well trained, efficient and effective managers at the airports to solve most problems as they arise. Who wants to wait days or months for an issue to be resolved?

ABID

Mar 1, 2011 11:50

While reading the column , i really dont know wether to laugh or cry. Customer care and that too on SAUDIA.First of all they should change the mind set of their staff at CTOs and at check in counters at all ther airports of KSA.The way they treat the passangers ,specially Asians and from Middle East is beyond explaination. They should understand that any passanger regardless of their nationality is the customer of SAUDIA and he has paid the same amount to purchase a ticket from which the revenue is generated and these staff gets paid.
Unless and untill the behaviour of airport checkin staff as well as CTO staff dont change , customer care on SAUDIA remains a dream.

RUPERT

Mar 1, 2011 11:58

BIG LIE: "We consider our passengers not just as our customers but as our guests."

Saudia staff onboard treats you as if they are doing you a big favor. stone cold faces without smiles, they even do not bother to listen to you.
take my advice Mr Abdulaziz al Hazmi; first come out of the FALSE PRIDE box(which is usual for Saudi editors & spokesmen).
then overhaul your staff A-Z.

MOHAMMED SHAFEEQ

Mar 1, 2011 11:59

I agree with Mr. Mohammad Ali and I really hope the attendants will be kind enough with the Economy class passengers and dont get frustrated with the passengers on their frequent request and most embarrassing is the way they treat with the labour category.

I can only dream of an improvement.

KHAN OF ARABIA

Mar 1, 2011 12:00

Saudia need to do more Essence of Care for its customers. Saudia Management should tell its Cabin Crew that they are not "Mudeer or Mudeera" or behave like that to its passengers. They should treat all passengers with respect and dignity because they are like Waiters for passengers and they must obey and cater for passengers during flight. Last time during my flight from Jeddah to Dammam in Business Class noted a couple of mosquitoes in the cabin at a time when I heard there were outbreaks of Dengue Fever in Jeddah. Also they should take care about the AC while on ground. Saudia should also bring good incabin entertainment television programs movies dramas etc and be open to the world. Saudia should also lower fares inside Kingdom these are very high. They need new Airfcrafts and highly trained pilots with good spoken English for better communication. The Captain should speak Slow Loud and Clear so that passengers understand him. Finally let them have good high quality food service for its passengers.

SANTHOSH ABDUL KAREEM

Mar 1, 2011 12:01

Last ten years me and my family are travelling by this airline, each time we noticed that, the staffs performance are very poor, they all are salary aimed staffs. Please ask them to recite this slogam 10 times everyday."We consider our passengers not just as our customers but as our guests."

FLUTTER

Mar 1, 2011 12:03

I challenge and dare the CEO of Saudia to go incognito disguised on a regular working class fight on Saudia.. To walk up to the airlines, stand in line, go through the whole process, not telling anyone as to who he is.. Then and only then will he realize the problems this airlines faces..

Mar 1, 2011 12:04

MAJID

Mar 1, 2011 12:05

They have a looooooooooooooooooooooooooooooooong way to go before they can become regional leaders in the service sector. Saudis don't know the meaning of "to serve" they only know what it means "to be served". This mentally will have to change first.

DING DONG

Mar 1, 2011 12:08

I think this is joke of the year or it is time pass message

SHAUN

Mar 1, 2011 12:13

The airline had lost my baggage in mid 2010, and i had reported to them accordingly. Till now, they had not responded to me. I called the lost baggage tel no. since early Feb 2011 and nobody pick-up my call. What a joke !!!

SYED UMAIR

Mar 1, 2011 12:14

As the message says that Saudi Airlines consider there passengers not just as our customers but as our guests." but for this the Crew has to be trained well on how to deal with the customers and to be trained on hospitality feild.

MERLIN

Mar 1, 2011 12:15

"We have recognized some of the issues and introduced intensive training programs for our frontline staff and retrain existing staff"

From experience, one simply cannot train a new culture into adult Saudis. A customer focused outlook has its foundations as early as pre-school.

All industries should be imploring the government to completely overhaul the Saudi education system.

ABDUL MAJEED

It's a great news that "Saudi Airlines" is committed to improve their services. But following are the few points to be concentrated to provide better service. 1. Improve discipline and service motivated staff at the saudia counters like almarooj, riyadh center. Just for reconfirmation or rescheduling, passenger need to wait minimum of 2 to 3 hours. This happened to me personally. Saudia staff are so careless that they will move here and there for nothing. For praying they will take atleast 45 minutes. The main problem is you can not complain or argue with any one. This so unfortunate thing in saudiairlines. 2. Please try to provide ticket class in such a way that maximum security and safety attained by the passengers.

ENGR. ABUL HOSAIN RAHMATULLAH

Mar 1, 2011 12:16

The new Booking and new Ticket system create too much problems and too much troubles. After booking time limit is only 2 weeks. After buy ticket for any emergency if change flight schedule of other date or other time, then re-issue Ticket with pay SAR 300 per ticket from Saudi Air Lines. If any passenger not travel as per his booking schedule flight, he should pay the penalty, this is logical. But re-booking after issue ticket should be free of charge same as before. Another big problem at the change of Flight Schedule by Saudi Airlines Program. As example: 1. One passenger buy ticket TABUK-RIYADH and RIYADH-DHAKA on 24 MARCH, Saudi Air Line change schedule RIYADH-DHAKA Flight on 26 MARCH and not change connecting flight schedule TABUK-RIADH, then this passenger will travel TABUK-RIYADH on 24 MARCH and will he wait 2 days at RIYADH Airport upto 26 MARCH to travel Dhaka? 2. One passenger buy ticket DHAKA-RIYADH and RIYADH-TABUK on 24 MARCH, Saudi Air Line change schedule DHAKA-RIYADH Flight on 26 MARCH and not change connecting flight schedule TABUK-RIYADH, then this passenger will travel DHAKA-RIYADH on 26 MARCH and after he arrive RIYADH on 26 MARCH how he will travel RIYADH-TABUK before 2 days on 24 MARCH? How funny the new Booking and new Ticket system? How this new change become a leading airline in the world, attract more passengers and increase revenue ? Will passengers will be attracted to like these types of more problems and more troubles? If other passengers like these types of problems and troubles, but I donÃ¢ÂÂ™t like and next time I like to travel other Air Lines to avoid these types of problems and troubles.

TRAVELER

Are Saudia air lines really serious!!! to treat now on passengers (customers) as Guest without discrimination of any kind or for any reasons.

QADDAH

one way of learning is by opening your eyes to how others, who won awards of exemplary services, do it.

ISMAIL

Mar 1, 2011 12:17

I am glad to see the Saudia realised their shortcomings in Customer Care. All my expat friends and myself have decided to fly with other airlines because of the bad services we recieved on Saudia. The quality of service by the unfriendly crew and even the food cannot be compared to that of the competitors. I wish you well with your intentions.

MOHD TAREK

This is an excellent message, but to do that they must change lots specially service on ground. Air port service is very very poor for Saudia. The employee works in cheking gates are very very LAZY.
I would like to thanks saudi for their food in flight that is good.

MOHAMMED ALSHARIEF

First of all there is no customer care, customer service, courtesy care, whatever you want call it. After years of having a monopoly on the Saudi Market, Saudia has just become lethargic, most of the customer service employees are pathetic and apathetic. Many are the times when I seen it with my own eyes, Saudia employees flat out insult the customers and curse them, can you imagine this happening in British Air, or the Emirates, that employee will be gone and replaced before he can finishes his sentence.

The problem in Saudi Arabia, is the service sector, the concept of after sale service is very much a foreign phrase to many. When there are no strict consequences for those who use and abuse their clients, this apathy will continue, Saudia is no exception.

BRIAN DEL ROSARIO

Mar 1, 2011 12:18

Saudia should upgrade their entertainment facilities such as installing mini television on every seats and have moderate movies that will entertain passengers while on their long way (8 hours) of destination.

ARSHAD

do you need intensive training to behave courteously and give a glass of water with smile ?

"We consider our passengers not just as our slaves but as our commodity"

MOHAMMED OSMAN

Customer service and on-line booking (not dummy booking and flight full) whereas you get the ticket paying extra and finding that the flight is half the passengers only

FARKHANDA ABID

Mar 1, 2011 12:20

JOKE OF THE DAY

ROBIN

Mar 1, 2011 12:21

Oh dear Saudia, You are day dreaming to become a regional market leader with your arrogant and inefficient cabin crews and the outdated facilities and not to mention that when there are five star rated airlines are around in the region. First stop talking and get in to the root cause of the problem right away if you are to achieve some acceptable level.

SAR

Mar 1, 2011 16:14

Change the ATTITUDE FIRST other things will follow .....we dont' see this happening in the next 50 or 100 years to come

Mar 1, 2011 16:15

KOKOPATIL

Please take training from Fly Kingfisher - How to manage your guests.

YASSER

Mar 1, 2011 16:16

Plz train the staff at the airport to behave in good manner with the asian nationals without racism and the staff should be trained enough to speek atleast bilanguage atleast english with arabic.

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Saudia aims to become regional market leader

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