DLH_Balance_2016_ENG - Customer centricity and quality focus

“Customer centricity and quality focus” is one of seven elds of action comprised by the Lufthansa Group’s strategic pro- gram “7to1– Our Way Forward” and one of the central approaches to ensure the company’s long-term success and ability to create added value (see page 18, Strat- egy and management, Sustainable Busi- ness Practices). The goal is to produce top performances and thus to achieve quality leadership in all markets and business segments. This is best illustrated by Lufthansa’s goal to become the western world’s rst ve-star airline in Skytrax, the industry’s leading rating system. To optimize the quality of product and service portfolios, the Lufthansa Group will invest a total of 500 million euros by 2020. In addition, there are investments to further improve customer service. At the same time, the company has established a Group-wide quality circle. Measuring customer satisfaction For the Company’s success it is indis- pensable to determine how satis ed cus- tomers are. Therefore, the Lufthansa Group regularly conducts surveys on a global scale to check how customers evaluate the performance they experi- enced. In addition, the Lufthansa Group surveyed its target audiences at the begin- ning of 2016 concerning 12 sustainable elds of action to establish a materiality analysis, including the topic of “Service and customer orientation”. The stakehold- ers con rmed the high priority this topic has for them and the Group (see page 21, Stakeholder dialogue). Within the eld of action “Customer centric- ity and quality focus” the Lufthansa Group concentrates above all on the following aspects: To understand customer needs even bet- ter. In this area, the Group has taken an important step forward with the introduc- tion of the Net Promoter Score (NPS )1 in 2014. To further sharpen each individual brand’s focus and concentrate brand promises. To identify further optimization potentials and realize them. Customer centricity and quality focus Satis ed customers and perfect service are of the highest importance for the Lufthansa Group. It is under this maxim that the aviation group’s employees work on further optimizing passengers’ travel experiences and customer service every single day. “Customer centricity and quality focus are a central concern for us. Consistent processes and a well-developed service mentality are the basis for excellent customer service. Simulta- neously, we develop new and value-added high-quality services that are oriented by indi- vidual customer needs. Our goal is to offer a first-rate travel experience at any time.” Steffen Harbarth Chief Commercial Officer Hub Munich & Head of Marketing LH Group Airlines, responsible for the field of action customer centricity and quality focus 1 Net Promoter and NPS are registered trademarks; Net Promoter Score and Net Promoter System are trademarks of Bain & Company, Satmetrix Systems and Fred Reichend. Sustainability Report Balance // Issue 2016 // Lufthansa Group // 65

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