2 organizational processes and culture service

2. Organizational Processes and Culture– Service Straight from the Heart
Cathay Pacific believes that its business is selling experience to the passengers. The
emotional bonding with the passengers is the key to building loyalty and one of the major
factors that encourage the customers to repurchase the airline products. The biggest
difference of Cathay Pacific to its competitors is its people. The employees at Cathay Pacific

are the ones who bridge the gap between product development and customer expectation. The
passengers in Cathay Pacific always feel welcomed, appreciated and reassured. Passengers
that travel with Cathay Pacific know that they are in good hands. Service Straight from the
Heart is a programme that aims to develop cultural change within the airline focused on
improving customer service. Service is the principal means of differentiating between airlines
and is highly influential in customer choice. Cathay Pacific has expressed within its
programme its understanding of the importance of the people within the organization and its
recognition of the contribution of those people to its success.
3. Customer Retention and Loyalty
Customer retention and loyalty are among the primary causes of Cathay Pacific’s
success. Customer service is a very vital aspect of the company. Cathay Pacific maintains its
leader’s status in the airline industry through its constant improvement in service. The
company continuously makes effort to develop its self-help strategy in order to encourage
growth among its employees. Self-help benefits are seen to make career management, career
planning including blended learning opportunities possible within the company. The
development program aims to equip the employees with the necessary knowledge and skills
to fulfil their current positions as well as prepare them for future career advancements. One of
the most significant improvements that Cathay Pacific employs is incorporating human touch
in its high quality, reliable, and predictable service. The company wants to achieve growth
through sustained, profitable growth. The company is committed to employee development
and continues to enhance service and equip the employees with the ability to control the
means of increasing the company’s productivity, reduce costs and ensure customer loyalty by
focusing on the areas that matter most to the customers. Emerging business needs and
organizational challenges inevitably require improved performance from employees.

Providing learning and development that are focused on critical performance improvement
needs is one of the methods by which managers continuously improve organizational
effectiveness. A good ED system will generate substantial opportunity for performance
improvement and serve to remedy deficient performance. Employee development also has an
impact on employee morale. Cathay Pacific needs to make its employees feel important and
show concern for the personal health and welfare of the employees. The employee