Air Canada: Key Partners, Activities, Customer Relation

Air Canada is a part of star alliance network, which is the first and the largest airline network in the world with five founding airlines- United Airlines, Air Canada, Scandinavian Airlines, Thai Airways and Lufthansa and today Star Alliance has 28 member Airlines.

Air Canada has partnership with Tourism limited doing business called Air Canada Vacations. Air Canada is in partnership with aero plan miles program which which is a loyalty program helping the travellers will be replaced by PC optimum points which can be redeemed at Esso stations across the country. (Marowits, 2018)

Air Canada has also signed an agreement with Amadeus to enhance customer service as well as business strategy, improve profitability and support its international growing network. (Cabbold, 2017)

Air Canada is partnered with Concur Trip link this allows the travellers the convenience of more choices, greater value and improved traveller tracking. Air Canada partner with biofuel net Canada on bio jet fuel which is one of the most promising ways to reduce aviation industry’s footprint. (Hanson, 2013).

Air Canada offers international and domestic flights serving 198 countries across the world. Provide comfort journey and experience. Provide entertainment like TV, games, movies, podcasts and music, Wi-Fi connection, preferred seats for economy class, high quality duty free products, cabins and on-board meals etc. Air Canada’s priority services lets the traveller experience an higher level of service. Providing priority services by class, priority check-ins, concierge service, priority boarding, priority security clearance etc. provide pre bundle packages that lets the travellers to customize their vacations in Canada and Europe which includes hot deals like hotels, guided tours urban getaways etc.(www.aircanda.com).

Key resources required for smooth operation are its advanced fleet aircrafts, well equipped professionals like pilots, crew members and knowledgeable staff personnel, service and maintenance department professionals, 24/7 customers service ,sales departments, ground facilities and infrastructure, Airline partners like Star Alliance, fuel supply, easy access for the travellers to book tickets like mobile applications and online web portals etc.

Air Canada was the first airline company in Canada to introduce mobile booking app and also was the first Canadian tour operator to offer free mobile app for vacations. It was the first North American airline that helped travellers to retrieve their electronic boarding passes, track flight information and also get notified real time. (www.aircanada.com).International Economy flight travellers will enjoy wines and meals and hours of free entertainment in 8.9 inch touch screen TV, convenient duty free shopping. In spring 2016 Boeing 777 was launched with a dream cabin making on board Wi-Fi go international. (Spencer, 2015). The loyalty program called aero plan miles helps the travellers to collect miles and can be used for booking business class and first class , international flights, round trips etc. (McClure, 2013).These loyalty programmes are now replaced with PC optimum points.

Air Canada is taking huge leap by using artificial intelligence to improve Customers relationships in the marketing front, preparing contents and also in the back end operations. They have introduced voice queries, conversational interactions and chat bots. Air Canada makes it a lot easier for the customers by launching an AI called Alexa skills helping the customers to check the fares, flight status confirmation, baggage information etc. (Garcia, 2017). In order to serve the customers better Air Canada has launched customer service plans for various flight disruptions and other issues the traveller may face in the airport or on board. (www.aircanada.com). It has also centralized the customers critical information by implementing a new customer relation management software (Patrick, 2004).

Air Canada is technically advanced and has made its mark on virtual environment like mobile applications, online channels for search and booking irrespective of the platforms available. A good number of customers does online research and finalize the booking online. A majority of leads are generated through direct online channels like proprietary websites etc. and other ticket booking websites which works with air Canada.

Air Canada charging premium price for the airlines hence focusing on the premium and business class travellers. Air Canada has invested huge sum on different kinds of aircrafts for the people who needs to go to smaller communities. Air Canada charging $200 to $400 within Canada which is way higher than westjest which is in the offers around $150 range. (Afruzur, 2009). Its main aim is to be the first choice and provide high class travel experience to all sectors of air travellers.

Air Canada aims to be the leading airline by generating more profits in the market place by providing world class service and experience to the customers and adopting cost reduction techniques in direct operating costs, indirect operating costs and overhead costs. Its long term strategy emphasising on the international expansion, cost reduction and revenue growth. Necessary steps has to be taken to alleviate debts for the well-being of the company. Air Canada maintains to make profit every year besides high costs and liabilities. Company thrives hard to buy more shares from the market

Major portion of the revenue is earned from its premiere international flights, package tours, ,Canada rouge for domestic routes, falling fuel price helps the airline to cut down the operational expenses. Non ticket sources such as on board food and beverage services, baggage fee, special seats, pet charges etc.