The last word Asia-Pacific Airports magazine catches up with Emirates’ customer service expert, Terry Daly.

Factfile Name: Terry Daly

Age: 52

Job title: Divisional senior vice president, Emirates service delivery

Nationality: British

Time in aviation industry: 30 years

Best known for: Being responsible for the design and delivery of the Emirates A380 service including uniforms, products and on board service style

Little known fact: Has lived and worked in 14 countries during his career 

What is Emirates’ customer service philosophy?
Our approach has been to anticipate what customers want and focus on delivering it. We continually challenge ourselves to set new service standards and offerings. At Emirates, we seek to excel in enabling passengers to get the very most out of their Emirates journey.

How is this reflected in terms of work culture, staff training and management leadership?
These aspects are crucial to the delivery of excellent customer service. The family feel to the organisation that the airline started with has been maintained. We carefully select our people for the qualities they have. Of the many thousands of applicants each year we take just 5%, which ensures we have the right people onboard. Management leadership is key to our success.

We have invested in a major system to help us manage such a large remote workforce using externally applied CRM (Customer Relationship Management) principles to enable us to have as personal relationship with each of our 11,000-cabin crew as is possible. Our management team is drawn both from within the Emirates team with some Cabin Crew having risen to the challenge through the ranks, together with people drawn from across the airline industry, as well as some who have moved across from broader hospitality organisations. It has created a unique blend of skills and expertise in our leadership team.

I firmly believe that if an organisation has outstanding relationships as part of its fabric then anything is possible. Without relationships it will only ever be sub-optimal. This remains a critical and key focus of all we do.

How has Dubai’s new Terminal 3 boosted customer service levels?
Emirates Terminal 3 is playing a leading role in firmly establishing Dubai’s position as a world centre for business, finance, sports and culture. The terminal not only embraces stunning design, but also a whole range of new facilities that significantly enhance the customer experience. With spas to relax between flights, an entire level of Duty Free shopping, a five and four-star hotel and fine dining, the airport is truly a destination in itself.

What about the A380?
The introduction of the A380 product to our fleet has upped the style stakes. Emirates’ A380 has received glowing reviews from passengers and the travel trade. In fact, we are delighted to note that customers are specifically requesting to travel on the A380. Those that have experienced the product undoubtedly agree that our A380s offer a level of comfort and space never seen before on a commercial airliner.

Does customer service take a back seat during times of recession?
Absolutely not! This year has presented many challenges, but Emirates is used to such challenges. Every year or so the airline industry faces one crisis or another, from the Gulf Wars to SARS, from bird flu to high fuel prices and now, the threat of recession.

Throughout, Emirates has constantly invested in its products and services as a way to meet and beat these challenges and we are continuing to do so. The airline market is one of the most competitive markets in the world, and in our home market we face more competition than most other carriers do in theirs, owing to Dubai’s Open Skies policy.

Without the protections afforded to most other carriers, Emirates has learnt to depend upon its product and services, continually striving to meet and exceed customer expectations and make Emirates the airline of choice. Yes, we must be prudent with our resources during challenging times, but we will not take away from the customer experience.

Does Emirates stands for ‘Best Practice’ in terms of customer service?
At Emirates we do not rest on our laurels and constantly strive to enhance the product and service. There is always more work to be done.

ASIA-PACIFIC AIRPORTS/JANUARY-MARCH 2009