Air New Zealand's customers embrace new direction of airline

Air New Zealand's customers have given a thumbs-up to the new direction of the airline in a recent survey of customers who have experienced Air New Zealand's new in-flight long haul product (new seating, cabin interiors, and state of the art in-flight entertainment systems) that since August last year is being progressively introduced on all long-haul flights and on selective trans-Tasman sectors.

The percentage of customers who would definitely recommend Air New Zealand to their friends, family, and colleagues has grown from 44% across the international network to 71% on the new product in November 2005.  And the percentage who would probably recommend Air NZ on these flights exceeded 90% for the first time.

General Manager Marketing Steve Bayliss said the level of enthusiasm from customers in response to the changes made so far showed there was a renewed sense of pride in Air New Zealand, as the national carrier.

"Prior to this, our customers were not negative but certainly were not inspired by our long-haul product. Air New Zealand is re-energised. We have a firm commitment to provide customers with enhanced comfort and a unique travel experience - and we are determined to showcase our country at its best," said Mr Bayliss.

Examples of the many positive comments received through the recent customer research are as follows:

 "There is no doubt this experience for me would be a step ahead of anything else I have experienced."

"They want to go all out to ensure people have a good experience and that was certainly what I felt."

"Sensational I thought, new improved facilities just makes travel faster and not arduous."     

TNS Regional Research Consultant Darren Kemp said such a positive and quick overall turn-around in brand perception was an impressive result for a company of Air New Zealand's size.

"To achieve such a rapid change in perception is quite an achievement for a company that operates in many different countries and whose customers come from such a diverse range of backgrounds," said Mr Kemp, who is based in Australia.

"A key aspect of any brand is public and customer perception, which is significant for not only customer loyalty, but also for generating a sense of pride in the company.

In terms of customer experience, Air New Zealand's new long-haul product differentiates it from other airlines and has become an area of strength."

Air New Zealand regularly monitors people's perceptions of its product and services. Approximately 2,500 customers participate in a weekly on-line survey each year.