The JAL Group is focusing on the customer's perspective, with the aim of raising service quality and satisfying as many customers as possible. To this end, we established the CS (Customer Satisfaction) Improvement Committee in April 2007. The CS Improvement Committee, which reports directly to the president, receives feedback from customers in the form of telephone calls, emails, comment cards, and letters, as well as the service frontline (reservations staff, the airport personnel and cabin attendants). In fiscal 2008, we received feedback in one form or another from 45,094 people. We consider such feedback from individual customers extremely valuable, and we analyze it to come up with ways of improving products and services. We make sure that this customer feedback is shared with the related departments, and ensure that it is reflected in product development. In fiscal 2008, we made 180 changes in the services we provide, based on suggestions received from our customers. We report the details of these changes in our in-flight magazine "SKYWARD," and on our JAL website.
Of course, we cannot rely solely on the feedback offered by customers. To learn more about our customers' expectations and dissatisfactions, we must dig deep. To this end, we periodically conduct service quality surveys, which include in-flight questionnaires. In these ways, we are working to incorporate customer feedback in our operations.
The CS Improvement Committee works to raise the motivation of the staff who come into contact with customers. The committee also sponsors the CS Forum, which supports the establishment of ties between the various departments and sections within the organization and promotes cooperation. These are some of the efforts being made to further improve the customer service provided by our staff.