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19-Jan-2017 10:21 AM

Cathay Pacific Airways announces new strategy for change and success

Cathay Pacific Airways stated (18-Jan-2017) 2017 will be the "most significant year" of change for the carrier in 20 years, as it announced the strategic direction of its business in the years to come. In outlining a review of the business, Cathay cited changing and increasing customer expectations, rising competition, and an unstable global economy. The new brand-led strategy will focus on four major pillars:

  • Customer centric: Focus on designing an exceptional customer experience, building loyalty and advocacy and delivering outstanding service. Challenge will be to better understand customers' needs and use data driven insights to a greater extent;
  • Operational excellence: This is also about performing operations efficiently and consistently, delivering customer experience and optimising the utilisation of aircraft and other resources;
  • Productivity and value focused: This is about improving productivity, which will include strategies to work smarter, streamlining processes and implementing a culture of continuous improvement. In addition, we will focus on revenue-generating capabilities and growing ancillary revenue streams;
  • High performance culture: Creating a signature employee experience, keeping people informed, engaged, recognised and inspired, and creating opportunities for colleagues to develop and progress.
In order to deliver this strategy, the carrier notes a need for an organisational restructure which will create new jobs while others may be redefined. It aims to create a leaner, simpler structure that allows it to be more responsive to change. [more - original PR - English/Chinese]

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