Gulf Air leads debate on airline customer relations challenges
Championing the importance of customer relations in the aviation industry, Bahrain's Gulf Air, led the 54th Annual Conference of Worldwide Airlines Customer Relations Association (WACRA) - the global customer relations forum - in Kuala Lumpur, with the theme of this year's conference Merging Cultures: Turning Challenges into Opportunities.
Addressing the opening session of the forum, Gulf Air senior manager customer care & service quality control, Kavita Sharma Jassim who is also the WACRA Chairperson, touched upon the importance and issues relating to customer relations in the wake of recent developments in technology, social media, and the digital world that have changed customer perspectives and expectations.
“In our business of care, it is crucial to manage negative customer experiences without compromising corporate reputation, especially in today’s world where social media has become a powerful platform” said Ms. Jassim.
She continued, “At the forum, we exchanged experiences and ideas on how to convert challenges into opportunities by understanding the Customer Harmonics and how we can create a branded service culture to deliver unique customer experience. We also underscored the importance of competitive advantage that we all require in our daily customer care to bring in the much needed value addition to our business in challenging business conditions.”
“Above all, it was a great opportunity for me to project the Kingdom of Bahrain and our national carrier Gulf Air at the international forum, sharing over six decades of our experience in the business” Ms. Jassim concluded.
Hosted by Malaysian Airlines, this year’s WACRA conference saw over 80 delegates participating with many of them actively involved in several sessions discussing topics ranging from ‘Today’s App is Tomorrow’s Virtual Concierge’ to ‘Using Appreciative Inquiry to Define our Branded Culture.’
WACRA is a world-wide organization of air transport professionals dedicated to promoting and encouraging a free exchange of ideas and methods to provide a consistently high level of customer service. This has become the forum to share and benefit from each other’s customer relations and service experiences and issues. It also co-operates with the Air Transport Association (ATA) and the International Air Transport Association (IATA). WACRA has completed 65 years in the Customer Relations business and has over 60 airlines as its members.
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