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an increase in customer satisfaction, which has a substantial effect on the Lufthansa Group’s image. Lufthansa receives on aver- age 200,000 valuable feedback messages from customers per year through every sort of channel. Ú Best in class dialogue for and with our passengers In 2013 the Lufthansa Group launched the Passenger Dialogue Services program. It is based on four cornerstones: Accessibility: Lufthansa is committed to enabling pas- sengers to reach us from wherever it is convenient for them to do so, regardless of which channels they use to contact us. For this reason Lufthansa installed a Feedback button right on the homepage at LH.com, for example, while also providing an e-mail address and a telephone number for those who prefer to call us directly. In addition to these feedback options, passengers can contact us even while in flight through Lufthansa’s Flynet product. Our experts have not forgotten the social media chan- nels either. Lufthansa’s Facebook presence gives the customer direct access to our feedback form, and we are represented in dialogue in other relevant forums as well. Key measures in our efforts to achieve a continual rise in the level of customer satisfaction Ú More personal attention in the services we provide. Upgrading the quality of our service and hospitality. Greater differentiation of check-in areas according to booking class at the major hubs in Frankfurt and Munich. Optimization of the services provided to assist arriving passengers and passen- gers in transit in Frankfurt and Munich. Improving the amenity kits (toiletry bags with convenience items) in First and Business Class. Upgrading the inflight entertainment pro- gram in all classes. Providing more sophisticated meal and beverage options in the business lounges. Offering a fast lane for status custom- ers and First Class and Business Class passengers at all intercontinental destinations. A new option on long-haul Lufthansa flights: A new product, a Premium Economy service class, will become available in December 2014, initially on all flights aboard the new Boeing 747-8. This new product will close the gap between our high-end Business Class segment and the traditional Economy Class. All long-haul Lufthansa aircraft will be furnished with the new class by the summer of 2015. Lufthansa is committed to being a 5-STAR airline. Speed: Particularly in these days of Web 2.0, speed is crucial to our success in cus- tomer relationship management. Short response times are highly important, particularly when there are short-term increases in the volume of customer feed- back owing to strikes, airspace closures, or the effects of winter weather. Problem-solving: Our paramount goal is to understand each passenger’s feedback and to deal with it in as personal a way as possible without adversely affecting the factor of speed. Learning from feedback: With the Passenger Feedback Cycle, feedback is clustered and analyzed as a potential source of improvements to our products and services. This program has given our feedback man- agement system a new fundamental focus with the goal of being best in class. ß Sustainability Report Balance // Issue 2014 // Lufthansa Group // 73