Asiana’s Kind Words Spell Magic
``Your baby is like an angel.''
``Are you going a golf trip? I hope you make a hole in one.''
These may not be the words of significant conversation, but sometimes such small talk can make a person happy. Asiana Airlines has adopted this simple truth to its business and is getting positive feedback.
The carrier's "Magic Word Service" is a move to obtain each customer's individual characteristics and needs at the airport and then use the information to give ``short but impressive words of praise or encouragement.''
The service, designed to maximize customer satisfaction, was adopted in February at Incheon International Airport. Between February and June, the airline received 503 letters from customers expressing their satisfaction with the airline, up 341 percent from 113 letters during the same period last year. Letters of dissatisfaction also declined to 36 from 96 a year before.
The simple service draws glowing responses as it leaves customers with an unexpected impression, said Park Chan-man, Asiana's Incheon airport manager.
``Magic Word Service is the integration of human service that airlines can offer at the airport. A simple and touching word to customers comes back to the worker as a praise, giving the worker a sense of pride,'' Park said.
For example, one of letter of satisfaction, sent from a female customer, read: ``On my family's trip, an Asiana staffer told us, `Your family, all wearing orange-colored clothes, looks harmonious and happy.' It gave us a pleasant feeling and we'd like to recommend her for 'kindest worker of the month' or some such honor.''
A couple who traveled to Saipan on their 20th anniversary wrote, ``We told a worker that we took an Asiana flight for our honeymoon 20 years ago, and the worker said, `I appreciate that Asiana has been with you for your special memories. I hope you'll take Asiana for your 40th anniversary again.' I'm grateful for the worker's warm words, as most employees at check-in counters just handle the check-in process without a word.''
A businessman who frequently travels to China and Southeast Asia for work said, ``On my business trip to Europe, an employee at the check-in counter said, `Your business seems now to be taking you all over the world.' I always appreciate the Asiana staff, who treat me like family.''
In June, the Magic Word Service received an award for high quality service from Incheon City and the Korean Standards Association.