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SCMP Reporter

NOT only does Cathay Pacific ''get you there in better shape'', it also wants you to leave in better shape.

  For months now the airline has been rostering its managers to work shifts in the check-in areas at Kai Tak to see what life is like on the other side of the fence.

  Over 150 of Cathay's managers, including managing director Mr Rod Eddington, have volunteered to take part in the programme, called Service Breakthrough.

  According to Cathay's marketing manager, Mr Rowland Cobbold, the programme is aimed at improving the airlines customer service ''before customers step on to the aircraft''.

  Cathay Pacific has, over the years, established a worldwide reputation for its excellent inflight passenger service.

  But while all the attention was focused on Cathay's inflight services the airline paid little attention to its services on the ground - and first impressions are becoming more important as airlines struggle to maintain market share in a fiercely competitive business.

  ''One thing the programme has done,'' Mr Cobbold said, ''is to open many of our manager's eyes to the real problems passengers face before they even get to immigration.

  ''Not everyone likes flying, and for some it can be a traumatic experience which starts from the very minute they walk through the terminal door and look for the check-in counter.

  ''What the programme has shown is that by being more pro-active we can actually help relieve some of the tension.

  ''Our ground staff have always been there, but now you will find them actively walking around the check-in area ensuring passengers are okay and that they are being looked after. The whole idea is to try and solve problems before they happen.

  ''Inviting managers to work a shift on the ground not only helps them to appreciate the problems passengers face before they actually board their flight, but highlights the problems and pressures the ground staff are under trying to move thousands of passengers a day,'' Mr Cobbold said.

  Mr Rod Parry, Cathay's airport services manager, said the company realised it needed to improve its customer services on the ground a few years ago.

  ''Surveys we have carried out over the years have shown that passengers knew our reputation in the air, but their perception of our ground services ranged from average to just good.''   For Cathay that isn't bad, considering it could be a lot worse. After all, Kai Tak, with its one runway, is no Changi airport. But despite its size, Kai Tak is a very efficient airport moving about 30,000 passengers a day and handling between 70 and 75 departures, 25 per cent of which are Cathay Pacific flights.

  ''Despite its size Kai Tak is an extremely efficient airport,'' Mr Parry said.

  ''What we are hoping to do is to make the airport more customer-friendly, if you like, and that starts from the very minute you walk through the terminal doors.''   One of the main gripes passengers have with any airline is the time it takes to physically check in their bags, especially economy passengers.

  However, Mr Parry said he doubted whether the check-in time could be made any quicker. ''There are 22 functions per check-in from the very first 'hello' to 'enjoy your flight' and they all take place within 3.2 minutes.

  ''I suppose you could shave a second or two off but you can only push people so far. Our check-in process is very quick.

  ''Checking in one's bags is just part of the process,'' he said.

  ''Our first-class passengers are given that little bit extra in terms of service when they check in, and we intend to do the same with our economy passengers because a large chunk of our revenue comes from them.''   Mr Parry said the project had three main aims:    To improve the level of customer service. That is, to try and solve problems before they start. ''The human face of Cathay Pacific . . . knowing there is someone there on the ground ready to help before you even ask,'' Mr Parry said.

   Leading by example and showing ground staff how they can be more pro-active, and    To focus management attention to the problems faced by ground staff and ways to improve service at check-in.

  Mr Parry said the reaction by both passengers and staff to the programme, which began last November, has been ''very encouraging''.

  ''Obviously all the information we get will help the way we develop our customer services on the ground,'' he said.



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Cathay's managers check in

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