Saudia aims to become regional market leader
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.
Comments
MOHAMMAD ALI
Mar 1, 2011 01:23
Report abuseMOHAMMAD ALI
Mar 1, 2011 01:23
Report abuseNISHTHAR IDROOS
Mar 1, 2011 01:37
Report abuseDENTON
Mar 1, 2011 11:43
Report abuseBARBARA
Mar 1, 2011 11:45
Report abuseWhen 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
Report abuseUnless 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
Report abuseSaudia 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
Report abuseI can only dream of an improvement.
KHAN OF ARABIA
Mar 1, 2011 12:00
Report abuseSANTHOSH ABDUL KAREEM
Mar 1, 2011 12:01
Report abuseFLUTTER
Mar 1, 2011 12:03
Report abuseFLUTTER
Mar 1, 2011 12:04
Report abuseMAJID
Mar 1, 2011 12:05
Report abuseDING DONG
Mar 1, 2011 12:08
Report abuseSHAUN
Mar 1, 2011 12:13
Report abuseSYED UMAIR
Mar 1, 2011 12:14
Report abuseMERLIN
Mar 1, 2011 12:15
Report abuseFrom 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
Mar 1, 2011 12:15
Report abuseENGR. ABUL HOSAIN RAHMATULLAH
Mar 1, 2011 12:16
Report abuseTRAVELER
Mar 1, 2011 12:16
Report abuseQADDAH
Mar 1, 2011 12:16
Report abuseISMAIL
Mar 1, 2011 12:17
Report abuseMOHD TAREK
Mar 1, 2011 12:17
Report abuseI would like to thanks saudi for their food in flight that is good.
MOHAMMED ALSHARIEF
Mar 1, 2011 12:17
Report abuseThe 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
Report abuseARSHAD
Mar 1, 2011 12:18
Report abuseARSHAD
Mar 1, 2011 12:18
Report abuseMOHAMMED OSMAN
Mar 1, 2011 12:18
Report abuseFARKHANDA ABID
Mar 1, 2011 12:20
Report abuseROBIN
Mar 1, 2011 12:21
Report abuseSAR
Mar 1, 2011 16:14
Report abuseSHAUN
Mar 1, 2011 16:15
Report abuseKOKOPATIL
Mar 1, 2011 16:15
Report abuseYASSER
Mar 1, 2011 16:16
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