The airline industry, especially the low-cost carrier segment, changes constantly and rapidly. Customers are very smart when it comes to getting their money's worth. The challenge facing Jem L. Calungcaguin, manager, in-flight products and innovation, Cebu Pacific Air, is to be innovative and provide the best customer experience at the lowest possible cost. Calungcaguin's main duty is to ensure that existing in-flight products are on a par with Cebu Pacific's standards, and to develop products and services that will appeal to passengers. 'I look closely at the monthly in-flight sales numbers and the in-flight buying trends to ensure our existing products are up to standard. By following industry trends, and being able to forecast opportunities for ancillary revenue, I design new products. We always strive for passenger satisfaction,' she says. The job calls for a strong retail marketing background, an eye for detail, and broad knowledge of airline industry trends to work in in-flight products and innovation. 'When I started in this job, I had to learn everything about the key components I was to handle, which include duty-free, onboard meals and service, ambient advertising, in-flight magazines, airline retail and innovations, customs and inventory,' says Calungcaguin. With the planned launch of long-haul services in 2013, Calungcaguin predicts that her job will become more challenging than ever.
