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ePaper created 2014-08-08, 11:09:35 | version 1.32.01
Lufthansa is committed to being a 5-STAR airline. An important aspect of this commit- ment is how we manage our customer rela- tions. Our goal is to offer the best possible service to each passenger—even when we receive negative feedback. Such feedback can be a source of valuable suggestions as to how we might further improve our service. To us, 5 STAR means providing what our cus- tomers expect of us when it comes to acces- sibility and rapid problem-solving on a more personal level. The standard we strive to uphold is based on the prestigious Skytrax Airline Rating System. We regularly conduct online surveys to gauge customer satisfaction. Service variables relat- ing to the entire passenger experience and service chain are measured. They range from preflight information and booking procedures through the actual flight experience and such aspects as waiting times for luggage to the completion of the journey at the destination. To measure customer satisfaction, we use satisfaction scales that show which services our customers are especially satisfied with or, as the case may be, less satisfied with. In addition, Lufthansa collects data on the level of customer satisfaction with the Miles & More services and our direct sale services, such as those offered at our service centers and our booking portal at LH.com. We issue compre- hensive, user-specific reports on a monthly basis for and to departments responsible for delivering these services. Management is also regularly informed of the status quo of cus- tomer satisfaction. Our passengers’ reviews are consolidated in the Customer Profile Index (CPI), which pro- vides a weighted average assessment of our services from our passengers’ standpoint. The CPI rose from 7,733 in 2012 to 7,804 in 2013. This improvement is reflected also in the numerous prestigious awards that Lufthansa and numerous other Group companies received in 2013 (see “Prizes and Awards” on page 129). We aim not only to measure customer satis- faction but also to continually improve it. Many areas are assigned passenger satisfaction targets. Satisfaction figures are used also to identify weak spots in our past performance and as basis for initiating measures to rectify them. A key success factor for the Lufthansa Group is the manner in which the Group organizes its management of customer feedback and applies it in dialogue with passengers. What customers report back to us provides a cru- cial starting point from which to work towards Customer satisfaction Achieving a constant rise in the level of customer satisfaction is one of our key concerns. It is a cornerstone of our corporate strategy. We are therefore continually optimizing the quality of our portfolio of products and services and introducing innovations. And we maintain a focus on personal dialogue with our customers as we do so. In what follows, we wish to introduce Lufthansa’s activities in this regard by way of illustration. 5 STAR is ... Our journey to top marks 72 // Product Responsibility