Customer Service and Cabin Crew - 3337 Words

1.Introduction The aim of this report is to analyse Ryanair’s current service culture and provide a new strategy to refocus the Ryanair brand to make it more customer-focused and family friendly. In 1971, Southwest Airlines revolutionised air travel with its low fares and strong focus on customer service. Ryanair used Southwest’s innovative business model and have become very successful. Today it operates across 26 countries and carries more international passengers than any other airline in the world (73 million passengers in 2010/11) On the other hand, unlike Southwest Airlines, Ryanair did not consider focusing on customer service. They have a very poor reputation in this area (Euromonitor International, March 2009). Even though†¦show more content†¦Although pilots and the cabin crew work very hard, they are still underpaid. According to ITF’s survey, EasyJet staff earn better than Ryanair’s. In addition to that, the cabin crew are expected to pay for their own uniforms, airport ID and meals (see appendix 4) as well as training expenses. For example, it has been reported by ITF that trainee pilots have to pay  £60,000 for their own training and they are not paid salary during this period. They pay this money as they hope it will result in them earning a high salary after they qualify, but this is not guaranteed. 2.3 Recruitment methods and Training It seems like Ryanair follows the normal procedure for recruitment (advertising, interviewing and training the successful candidates) but the documentary which is called â€Å"Ryanair caught napping† (Channel 4, 2006) shows that their training programme is very poor. Additionally, the documentary also shows how safety and security checks are inadequate, how dirty the planes are, as well as exhausted employees who complain about the long working hours. All these resulted in poor performance and work results. The highlighted service culture problems urgently need to be fixed. Otherwise it would affect Ryanair’s success and effectiveness in the long term. Ryanair needs to understand that having a strong service culture is very important for an organisation because; * There is a high degree of competition: For a companyShow MoreRelatedThe Hospitality And Tourism Industry1422 Words   |  6 Pagesof the key players to this industry is the cabin crew. However, according to Laszlo â€Å" with recent economic decline the airline industry is not in good health in terms of operation and customer service organization† said (1999). It is therefore, important to understand that the crews must perform function as key player in an airline industry by providing various types of customer service, safety and security threats, sales and promotion. As cabin crews are playing a crucial role in the industryRead MoreLooking At The Customer Service Of Ryanair1663 Words   |  7 Pages 1. 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