Monarch Airlines to change strapline and focus on service

Abta Travel Convention: Monarch Airlines is to ditch its current slogan “Let’s make flying fun again” and is developing a new strapline that will focus on its customer service.

monarch

Recently appointed director of customer experience and marketing Tim Williamson says the strapline will arise naturally from forthcoming customer service initiatives that have been spurred by the results of a customer mapping journey.

Speaking to Marketing Week, Williamson, a former TUI customer director, says: “There is a recognition that the business needs to create a strong customer proposition and sell itself on service.”

He said that no-one in the airline sector was really focusing on service in regard to what it means for their customers and some airlines were making heroes of their staff in their marketing but  the benefit of this to customer was not being communicated.

Monarch has just brought in the organisation People First, which trained the London 2012 Olympics “Games makers”, to help train its staff in delivering a consistent quality service and customer experience.

The focus for Monarch will be on improving the booking experience, check-in, boarding and the welcome on-board and baggage reclaim.

Williamson said once the customer proposition is in place then Monarch Airlines will communicate its messages across a number of channels but there will be a strong focus on regional marketing. The airline operates out of six UK airports and Williamson said that the messages and tone will differ for different areas.

“Regarding media selection, for me it’s important that we are targeting the right message to the right people in the right part of the country and then expanding awareness and consideration.”

The company has been using press and outdoor tactically in the regions in recent weeks.

Monarch Airlines is part of the Monarch Group, which includes Cosmos Holidays. It is wholly owned by the Mantegazza family.

Readers' comments (12)

  • Monarch Airlines were under pressure to improve their customer relations and the addition of Tim Williamson is starting to see results already however what he cannot rectify in the short/medium term (due to age of fleet) is their diabolical punctuality/delay record. Of all the mainstream carriers in the UK their scheduled (ZB) and charter (MON) services are the worst in the industry. Their marketing division should urgently look into methods for looking after their delayed customers both during and post delay as efforts in this direction would subdue the anti feeling that currently prevails.

    Unsuitable or offensive? Report this comment

  • I have to agree with the above comments. If you don`t look after customers, they will leave and go elsewhere. Monarch`s punctuality is terrible, about the worst in the business. As for customer services - there needs to be a full overhaul, especially of their EU Complaints section and even possibly their legal teams. There handling of complaints, failures to communicate with customers and inventing of excuses for Extraordinary Circumstances is endless. I`m thinking of penning a book - Monarch`s Extraordinary Circumstances, Volume 1.

    Unsuitable or offensive? Report this comment

  • Agree 100% regarding the comment from Anonymous earlier in the day. The Monarch continual delay problems counteract any effort either their marketing department or new director make. Get those problems sorted Monarch and any future new strapline may be believed.

    Unsuitable or offensive? Report this comment

  • Tim Williamson has got his work cut out. Monarch customer relations are in total disarray - they are lucky they mainly serve the bucket 'n spade/ski customers/charter market as the business users require a more reliable service (hence EasyJet + Ryanair progress in this sector) and business users would tear their customer relations department apart if they were subjected to their continual delays/old fleet.

    Unsuitable or offensive? Report this comment

  • New strapline suggestion ..."we may delay you but we didn't mean to".

    Unsuitable or offensive? Report this comment

  • What most customers fail to realise is that when a delay occurs be it technical, weather or whatever most of the other carriers - Easy, Ryan etc CANCEL the flight and everything is back on track with no knock on effect. Monarch do not do this!!!! You may get a delay but they will get you to your destination the same can not be said for the others! I know what I would prefer!

    Unsuitable or offensive? Report this comment

  • I'd say the new strapline should be "We may delay you, but it wasn't our fault, it was an extraordinary circumstance". Personally, no matter how much spin the new marketing team put out I'll never step foot on a Monarch plane until they start treating passengers with some respect and following the law by compensating them appropriately when they mess them around.

    Unsuitable or offensive? Report this comment

  • The poster who said Monarch do not cancel flights is completely wrong as CAA records indicate. They have the same cancellation percentage as the industry norm. In addition, as a business traveller, there is little point in my arriving say 5 hours late for a meeting due to a Monarch old plane technical problem. Personally I would rather have my money back, phone the client and apologise and fly out the next day - with Monarch you cannot do this - it is fly late or lose your seat. As someone else said earlier Monarch are a charter/holiday airline and their new strapline should reflect this. Their set up does not appeal to business and holiday travellers only the bucket and spade brigade who do not mind sitting around waiting for their plane to be repaired. Sorry to be harsh but they are trying to re-invent themselves without having the fleet to support their aspirations.

    Unsuitable or offensive? Report this comment

  • Monarch Marketing - if you read this forget "The focus for Monarch will be on improving the booking experience, check-in, boarding and the welcome on-board and baggage reclaim" and sort out your delay problems. You are improving factors that do not, in my opinion, need much tweaking and ignoring your problem area. Baggage reclaim is don to the airport handlers not the airline - surely you know this!

    Unsuitable or offensive? Report this comment

  • People 1st did not train the Olympics Games-Makers, they trained a lot of customer service professionals in and around London on basic customer service skills prior to the 2012 Olympics. The only way to create a real customer service culture is to involve everyone in an organisation in looking at what their contribution to customer service is.

    Unsuitable or offensive? Report this comment

View results 10 per page | 20 per page

Have your say

Mandatory
Mandatory
Mandatory
Mandatory

Job of the Week

Top Jobs

social

+media Facebook Twitter LinkedIn
knowledge+bank