Closing Post

This will be my last post and just wanted to summarize my posts and some of my opinions.

I have always enjoyed flying with WestJet and have always had an idea the kind of company they were. However, after reading about their business practises it really makes me appreciate their values and corporate culture. I had no idea they went to the lengths they do to make customers and employees happy.

They care about customers, not just profits. They don’t give customer’s promises, they give them a guarantee. They care about employees and make sure they feel part of a team. They can voice any questions, opinions and concerns, and get rewarded for their hard work.

What’s amazing is that this works so well, yet it’s taken other airlines so long to finally catch on. Other airlines are still no were near as good as WestJet, but at least it’s a start.

If given the choice between WestJet and another airline, I would always choose WestJet. They truly care, and to me that makes all the difference.

WestJet’s Marketing Strategy - Customer Service

Throughout my previous posts I’ve explained WestJet’s main focus, customer service. In fact I’m beginning to sound like a broken record. However, after posting about WestJet’s values, both about customers and employees, I wanted to explain my opinion on how I feel this has been so successful for them.

Really it seems almost like customer service is the only thing they advertise. Even in WestJet’s “Why do WestJet employees care so much? Because we’re also WestJet owners” commercials, they simply focus on one employee going the extra mile for a customer.

It’s surprising because WestJet has so much more they could advertise including their various “Car-antees” or cheap flights. So why almost focus solely on showing that they’re main goal is to make the customer happy?

It’s really great to see because there’s nothing worse than being a customer and having an unfriendly sales person. We’ve all had it happen, you go to order a coffee in the morning somewhere and the person at the counter is miserable, making the experience kind of unpleasant.  And sure, most places you go employees will be mildly friendly and personally that doesn’t bother me. However, when an employee or sales person does anything they can to help you and goes above and beyond the call of duty, chances are you’ll remember them.

This unique marketing strategy has helped WestJet grow from what originally was only planned to be a Canadian airline servicing the west coast of Canada (hence the name WestJet), to an airline that not only services all of Canada, but many parts of the U.S and internationally as well.

They’re a company that seems to have always tried setting themselves apart from other airlines. It makes sense. There are tons of airlines to choice from so obviously they needed to take a unique approach to attract customers and it’s paid off. After being founded in 1996 they have grown to become Canada’s second largest airline behind Air Canada and continue to grow.

Next Post: Closing Post

Who Would You Rather Fly With? WestJet vs. Air Canada

 

    VS

Throughout my posts in this blog, I’ve been talking about how great WestJet is about their treatment of both employees and customers. I wanted to take an opportunity to compare WestJet with another well know Canadian airline, Air Canada, to show some similarities and differences. Who knows, it may change your decision on which airline you fly with next time you take a trip or vacation.

Of course, WestJet has their ‘Car-antee’ which outlines WestJet’s promises to customers, but what does Air Canada do for similar policies? How does WestJet compare to Air Canada in other aspects of flying?

1. Flight Arrivals and Departures:

WestJet: Have both prompt arrival and departure flights.

Air Canada: Are notorious for late flights.

2. Prices of Flights:

WestJet: Is known for their cheaper flights.

Air Canada: Their flight prices due fluctuate, but generally WestJet is still cheaper.

3. Food & Drinks:

WestJet: Offers complimentary drinks and snacks on all flights, even within Canada. Offer free food on flights outside of Canada.

Air Canada: Offers complimentary drinks on all flights, but charges for food and snacks.

4. Customer Assistance:

WestJet: Are known for their superb customer service and assistance, and are always willing to help in anyway.

Air Canada: Are known to be hard to deal with when it comes to changing of flights, missed connections or any problems you are having.

5. Amenities such as T.V, In-Flight Movies, Outlets:

WestJet: Offer free live T.V, but charge for movies. They have few power outlets.

Air Canada: Do not offer live T.V, however movies are free. They also have plenty of power outlets.

6. Flight Frequency:

WestJet: Has frequent flights throughout Canada, parts of the U.S and some internationally.

Air Canada: Has even more frequent flights than WestJet throughout Canada, the U.S and internationally.

7. Flight Classes:

WestJet: Just offers Economy class.

Air Canada: Offers First, Executive and Economy.

8. Baggage Check:

WestJet: Do not charge for first bag checked on any of their flights. For a second checked bag there is a charge.

Air Canada: For flights outside of Canada they charge $25 for the first bag checked. For a second bag checked there is a charge as well.

After comparing the two airlines what I have found is that if I personally was to choose an airline it would be WestJet. They seem superior in the aspects that matter most to me as a traveller. However, Air Canada seems to offer a different kind of service which would seem to cater more to a business man, or someone taking a trip for work. I have also heard that Air Canada has been working on their customer service and have become a little friendlier, but have yet to promise similar guarantees that WestJet does.  I think it just all depends on preference.

Next Post: WestJet’s Marketing Strategy - Customer Service

Working with WestJet Part IV - Rewarding Hard Work

Management showing appreciation to staff is so important in the workplace. Letting staff now they’ve done a good job in the workplace helps continue happy and hardworking staff. WestJet recognizes this and makes sure to reward employees when they go the extra mile.

During a bad whether delay during the holiday season, WestJet began it’s “Because owners care” strategy, which was created to provide excellent customer service. During this time staff worked up to 16 hours at the Calgary airport. They would staff checkouts, kiosks and baggage belts and also served food and drinks to customers waiting in line. For their hard work WestJet’s president and CEO Sean Durfy gave employees a $500 flight created. This gesture allowed him to show his appreciation and continue to show the importance of WestJet’s mission even in tough times. Hard work is both recognized and rewarded.¹

WestJet also offers their employees amazing incentives. Employees receive profit-sharing cheques twice a year. They can also choose to receive up to 20% of their salaries in shares, which WestJet then matches 100%. I couldn’t think of a better way to motivate and please employees.

WestJet doesn’t hide this either. Everyone’s seen the commercials. They show a WestJet employee going beyond the call of duty to help a customer, and then end with the slogan, “why do WestJet employees care so much? Because we’re also WestJet owners.” What a great way to promote your company by showing potential customers how great you treat both the customers and employees.

It’s no wonder employees seem so happy and always willing to be there for customers, they have something to work towards.

1. Prashad, S. (2009). The Playbook. Canadian Business.

Next Post: Who Would You Rather Fly With? WestJet vs. Air Canada

Working with WestJet Part III: Teamwork

Great communication leads to great teamwork. The more employees, management and executives communicate, the better everyone will work as a team.

WestJet refers to their company as “Team WestJet”. This makes employees feel much more a part of something, rather than just coming in for your shift and going home. This definitely creates a better and happier working environment.

Even WestJet executives value teamwork between the company, not just between management and employees.  They even show how they care about teamwork within the company by doing things like pitching in on mundane tasks, like picking up garbage at the end of a flight. It’s such a small gesture but executives doing this shows that everyone’s role in the company is important and that helping the team always comes first.

It’s not surprising that so many people want to work at WestJet. After doing some reading I was quite surprised to find that most people weren’t applying for the many perks of the job, but because of WestJet’s unique corporate culture.

No wonder WestJet is still 100% non-unionized.¹

1. Magnan, M. (2005). People Power. Canadian Business, 78, 125.

Next Post: Working with WestJet Part IV - Rewarding Hard Work

Working with WestJet Part II: Communication

Communication in the workplace is so important. A successful workplace will have strong communication between workers themselves as well as between managers and staff. It’s vital, if employees and co-workers don’t know what’s going on within the company how can they work towards achieving a specific goal or fixing a problem.

WestJet cofounder Don Bell says, “If you can find effective ways to communicate with your people, tell them whatever you can tell them. Tell them everything, because if you do, they will give you everything.”¹

Another key aspect of communication is listening. It’s easy to tell employees they’re always welcome to voice their opinion but it’s so important to not only listen to co-workers concerns and ideas, but to act on them and follow up. WestJet knows this and seems to always put this into practice.

WestJet management often even hold small chat sessions which employees are asked to attend. These meetings allow staff to voice concerns, ask questions and make suggestions. Doing a meeting like this is vital in showing how executives and management value each employee’s opinion, no matter how small.

1. Magnan, M. (2007, November 5). Live & Learn-WestJet co-founder Don Bell. Retrieved May 26, 2009, from Canadian Business: http://www.canadianbusiness.com/managing/ceo_interviews/article.jsp?content=20071105_198721_198721&page=1

Next Post: Working with WestJet Part III - Teamwork

Working with WestJet Part I

Since I’ve already discussed WestJet’s commitment to great customer satisfaction, it won’t be too surprising to hear that they treat employees the exact same way.

The airline has held the title of Most Admired Corporate Culture for three consecutive years. WestJet attributes this to their commitment to their culture and values.

WestJet refers to their employees as “WestJeter’s” or “WestJet Owner’s,” allowing employees to feel more important and cared about.

What really strikes me is their commitment to their staff and that there is no distinction between executives and other staff. Also, that the well-being of the company and well-being of the staff are one in the same. What a great philosophy.

This must be why people are so eager to work for WestJet, especially considering they receive over 1000 unsolicited resumes every week.

To learn more about working for WestJet, visit http://www.westjet.com/guest/en/jobs.shtml

Next Post: Working with WestJet Part II- Communication

WestJet Customer Care Part II: WestJet’s “Care-antee.

As I mentioned in my previous post WestJet stands out from other airlines with their focus on customer satisfaction. They refer to customers as “guests,” not “passengers” or “clients,” which gives a more welcoming tone.

Airlines have begun to give passengers a “bill of rights,” which promotes good customer service. One company that began to do so was JetBlue Airlines, who created their “bill of rights” after problems during a bad storm at their New York hub. Their “bill of rights” outlined passenger compensation due to delays or cancellations.

What did WestJet due to compete?

Instead of creating a “bill of rights” after a problem occurred they decided to use a similar idea as a unique marketing tool. WestJet created a “Care-antee,” which promises customers they will not overbook flights, that they will not charge for bags. They also make subjective pledges such as providing overhead bins and “ample” leg room. This allowed WestJet to yet again set themselves apart from other airlines in their attention to customer satisfaction.

“The ‘Care-antee’ is a set of promises we vow to uphold in good times and bad” Bob Cummings, executive vice president, guest experience and marketing. “It’s a very public commitment to our guests that we continue to deliver exceptional customer service and value, especially now when they need it most” (The WestJet "Care-antee", 2009)

Recently Air Canada started to charge $25.00 for the first checked bag to flights to the U.S. WestJet however, has stuck by their values and has not begun charging for bags. It’s hard to say whether or not they will begin charging for checked bags, but with their continued strong focus on customer satisfaction it’s unlikely.

The WestJet "Care-antee". (2009, August 18). Retrieved from http://www.trading-markets.com/.site/news/Stock%20znews/2282291/.

Next Post: Working With WestJet Part I

WestJet Customer Care Part I

There are of course many different business strategies and practises, but one has always stood out, the customer comes first.

Pretty simple, right?

Well, these days this practise has seemed to fall by the wayside while companies focus on profits rather than customer service. But it would stand to reason; if you put customers first won’t that benefit profits, as well as the company’s brand? First and foremost customers care about how they’re treated. This will keep the customer coming back, and in turn lead to good word-of-mouth.
WestJet is at least one company that hasn’t seemed to give up this practise, at least when it comes to airlines. They’ve always seemed to set themselves apart with their focus on customer satisfaction and making flying with WestJet fun, friendly and affordable.

While this practise seems great on paper, how does it actually work in the real world?

Well, after flying with WestJet, as well as many other airlines their customer service does stand out. One thing I’ve noticed, at least while in the air, is the service of the stewards and stewardesses. They always seem to care and definitely put your needs first. I feel this is very important since I find flying really uncomfortable. The last thing you want on top of motion sickness, bad food and being cramped into a plane like sardines is unfriendly service.

Next Post: WestJet Customer Care Part II: WestJet’s “Care-antee.”

Introduction Post

Welcome!

In this blog rather than just listing facts about WestJet I want to explain some of their business practises and values as well. Since formed WestJet has tried to separate themselves from other airlines. They’ve always had a unique way of running their company and marketing themselves so I want to use this blog to explain what they do differently.

The questions I want to raise and answer are:

1.      Why does WestJet focus so much on the customer as opposed to other aspects of their company?

2.      How does WestJet treat their employees? What is it like to work at WestJet? What are some of the benefits of working for WestJet?

3.      How does WestJet compare to other airlines and what do they do differently?

4.      How do they market themselves?

Next Post: WestJet’s Customer Care Part I