Ryanair: changing public perception

Learning to be nice to customers...
Learning to be nice to customers...

The group launched the Always Getting Better (AGB) programme – a three-year scheme aimed at radically revamping its customer service and offering new products, particularly digital.

In its first year, Ryanair customers saw new dedicated family and business class services, allocated seating, a second free carry-on bag, mobile apps and a revamped website.

Customers were given more opportunities to say what they thought about Ryanair through the introduction of more surveys and extra chances to complain or raise issues either via extended call centre hours or on Twitter.

The improvements helped its financial performance recover – up 32% to £571m (€795m) during its first-half and passenger numbers soaring ever closer to 100m.

At a recent London press conference to launch the second year of the AGB programme and a new eight point Customer Charter including promises to provide the lowest fares and to make travel “enjoyable”, O’Leary said: “We’ve seen forward bookings and traffic rising.”

He added with characteristic colour: "If I'd known being nicer to customers was going to work so well I’d have done it years ago."

O’Leary and Jacobs said its AGB scheme would be added to in its second year with new aircraft interiors, replacing the traditional yellow with more subtle colours and pictures of beach and blue skies, as well as revamped menus, lower fees, a new travel insurance product and a destination content service featuring customer reviews.

Check out the website tomorrow to find out the technological changes introduced by Ryanair to win back customers...