Finnair has unveiled new cabin-crew uniforms as part of a larger project to renew the carrier's brand image and enhance customer service, following the launch of its revamped logo in December last year.
The redesigned uniform, by Ritva-Liisa Pohjalainen - a renowned Finnish jewelry and clothing designer, is in a darker shade of blue compared to the current icy blue hues, which have been used for almost 10 years. The dark navy colours are contrasted with stripes of cherry blossom white, and cabin staff will start wearing these uniforms from mid-December this year.
On top of the logo and uniforms, the identity renewal programme consists of 60 other initiatives that will be implemented over the course of the next two years.
One such initiative is called the “Peace of Mind” customer service philosophy, which aims to "optimise customers' experiences at every stage of their journey", from pre-departure to arrival, according to a press release.
“The greatest single correlation between customer satisfaction and the airline reputation is the person to person connection,” said chief executive of Finnair, Mika Vehvilainen.
"We have identified more than 20 critical stages of contact with customers during their journey with us, from how they get through security check to how their meal is prepared," said Anssi Komulainen, senior vice president of customer service. "Our project has been to raise the level of service in these critical areas."
The Peace of Mind philosophy consists of two core pillars: the Brilliant Basics, which refer to simply enhancing service levels in all expected areas, and the Magic Moments, which mean exceeding customers' expectations by anticipating needs and, equipped with a “licence to act”, taking the initiative to provide passengers with what they may want to make the journey more enjoyable.
Jarkko Konttinen, vice president for global brand and marketing, gave an example of one such Magic Moment a flight attendant had shared. During the descent of one Finnair flight, a cabin crew member saw a passenger being halfway through a sudoku puzzle on his iPad, which had to be switched off for landing. Instead of telling the passenger to abruptly end the game, the flight attendant offered to complete the puzzle with him. "Together, they completed the sudoku within one minute, leaving the passenger both surprised and satisfied," said Jarkko.
More examples of the Peace of Mind concept can be found at the Helsinki airport, starting from Finnair's new spa and lounge facility (see story here). Here, passengers can find wireless mobile chargers for almost any device that can be plugged in like a USB, making it easy for the passenger to keep their gadgets powered while waiting for their flights. Another initiative includes installing “Service Angels” on the ground, which are on hand for any assistance passengers may need at the airport. These helpers are identifiable by their navy blue t-shirts displaying the Finnair logo on the front.
Additionally, the renewal programme includes using a modern, young fleet, such as the Airbus A350s that are on order and scheduled to be begin delivery in 2014 (see story here).
For more information, visit www.finnair.com
Alisha Haridasani
