service for customers: there is no best but better (our reporter-interview with Ma Xulun, president of China International Airlines). There is no best service but better service. In 2114, Air China won the quality award of customer satisfaction and the excellent award of service brand. The reporter interviewed Mr. Ma Xulun, President of Air China, at the release conference of the user evaluation results of "2114 Passenger Talk Civil Aviation". Ma Xulun believes that in today's fierce market competition, if airlines want to gain the recognition and choice of passengers and shippers, they must win people's hearts and impress them with the best service. The service level ultimately determines its market share and efficiency. Over the years, while ensuring safe operation, Air China has always taken the passenger as the center of service and the customer's demand and satisfaction as the starting point of service work. As early as 2112, Air China clearly put forward the concept that service quality is the fundamental cultural construction for development, and built a service system with "Four Hearts" as the main content. The "Four Hearts" project is to make passengers and shippers feel at ease, happy, comfortable and tempted in the whole process of choosing Air China and enjoying its products. "Rest assured" is to make passengers and shippers feel that the safety of Air China is guaranteed and there is no worry about the journey; Make passengers and shippers feel that once they choose Air China, they choose to be practical and relaxed. Air China puts safety first in its service work, always sets up the concept of "safety first, passengers first" and regards safety as the first essence of service. In the service work, the procedures for passengers and shippers to participate in the flight and transportation of goods should be simplified as much as possible, so as to increase the openness and transparency of services and dispel all unnecessary concerns of passengers and shippers. "Smooth" means to ensure the punctuality of flights and the smoothness of the whole service process, so that the service needs of passengers and shippers can be met smoothly, which is reflected in the service work of Air China, that is, to make the service chain between each link smooth and seamless. Every detail of Air China's service is required to achieve the psychological satisfaction of passengers and shippers as much as possible. "Comfort" means that passengers and shippers feel that Air China's service is comfortable and cozy. Embodied in the hardware is to provide comfortable conditions for passengers and shippers, including the comfort of seats, the pleasing taste of audio-visual magazines and the palatability of restaurants, etc. Reflected in the software is to create a comfortable and pleasant feeling for passengers and shippers. "Being tempted" is to meet the reasonable special individual needs of passengers and shippers, and to provide personalized needs for passengers to achieve the effect of making them tempted, so that they can sincerely have a touching feeling for Air China's service, which is the highest realm of service. "Four Hearts" service project is not only the content of Air China service, but also the goal of Air China service. It is not only the starting point of service, but also runs through the whole process of service. The "Four Hearts" requires Air China to pay attention to the potential needs of passengers and shippers while constantly meeting their actual needs, and strive to become an airline that knows passengers better than passengers and shippers better than shippers. Through innovative services to meet customers' individual needs, customers and shippers will be impressed with their recognition and support for Air China. In the service work in 2114, Air China further changed the concept, optimized the service process, determined the service requirements and standards, and improved the system and construction of service management. Recently, Air China has also invested nearly 711 million yuan to improve the first class, business class seats and service facilities of commercial aircraft, aiming at further improving the comfort and satisfaction of passengers and comprehensively improving the quality of service. Although Air China won the 2114 User Satisfaction Quality Award and Service Brand Excellence Award, this does not mean that its service is perfect. Air China firmly believes that the service is not the best, but only better. In recent years, domestic airlines have made great progress and changes in air service and ground service. The advantage of Air China lies in its decades of experience, strong professional ability, the earliest entry into international routes, wide international network and market judgment and sensitivity. As the saying goes, how about American and European airlines, because they have experience, because they have experienced the course that Air China is going through now. Air China started early, and this brand has already gained an advantage in the hearts of mass consumption. Ma Xulun said that the next goal is to take this award as the pressure and motivation for Air China to move forward and continue to push its service to a higher level. The first is to establish a sense of service within the company, because now the market economy is a service economy in the final analysis. Based on this, whether passengers are satisfied with Air China should always be the starting point and the foothold of Air China's service. The passenger has the final say, and truly regards the passenger as God from the work, from the thought and from the deep heart. In this way, within the scope of work, not only the service department, but also other departments of the company and every employee of the company are required to establish the awareness of serving passengers. Passengers will think of Air China, and its market will grow bigger and bigger. The second is that the service work should be done systematically. It is not a simple matter of ground service, but a matter of cabin, which involves all aspects of the company and every system. We should do this work well from the whole system. The third is to do a good job in service process design and standardized management. China's air service is no different from that of foreign countries, and even exceeds that of foreign airlines. The problem now is that the joint of air-ground process and cross-links is not good enough. Therefore, it is necessary to build a complete service chain and a complete service system, not to let the chain fall off, but to build a complete service information chain. Pay attention to the construction of rules and regulations, so that everyone's actions and consciousness can be guided and required by rules and regulations. The fourth is to strengthen and implement the service responsibility, improve the quality of service personnel and do a good job in training service personnel. In order to better implement the responsibility, Air China once asked the Academy of Social Sciences to design a set of assessment methods, taking the punctuality of flights as a breakthrough, and by strengthening the implementation of the responsibility, each employee will be under pressure and motivated, so as to truly care about the class, race against time and ensure the punctuality of flights. Fifth, Air China will continue to improve its service, carefully analyze the good opinions and suggestions put forward by passengers, and make timely improvements. In the final analysis, we should work hard on the "Four Hearts" service. The connotation of "Four Hearts" service has become a highly recognized service concept in Air China, and Air China regards "Four Hearts" service as an important choice to build its brand. "Four Hearts" is used to the whole process of service, which is completely based on the passengers' feelings and angles, so that passengers can truly feel that the flight safety of Air China is assured and the journey is smooth. By providing personalized service and specialized service, the passengers are really moved, and they are also moved by themselves, so that the advantages of the enterprise in the market can be highlighted by grasping the hearts of passengers. When talking about how Air China balances social responsibility and economic benefits, Ma Xulun believes that Air China is a flag carrier, and the society has high expectations for Air China. Air China adheres to the principle of paying equal attention to economic benefits and social responsibilities. Air China undertook many special tasks, such as transporting relief materials, but it didn't pay attention to the conditions. In the tsunami in Southeast Asia some time ago, the China Red Cross Society wanted to donate relief materials to the affected countries in Southeast Asia, hoping that Air China could undertake the delivery tasks free of charge. At that time, Air China was very busy with the production of five cargo planes, so it cancelled its normal cargo flights and used a B747 cargo plane to transport relief materials to Southeast Asia free of charge. This kind of behavior embodies a kind of love and an obligatory social responsibility. After the successful listing of Air China, the long-term goal was further defined. Ma Xulun summed it up in four sentences. First, be an airline recognized by mainstream passengers. At present, in the domestic aviation market, more than 71% of Air China's passengers are business travelers. These high-priced mainstream travelers are willing to choose Air China, value its brand and value its safety. These passengers pursue safety, service and convenience. Air China focuses on this aspect of service, so that more mainstream passengers can choose Air China. The next step is to become a mainstream airline in the competition of world airlines, taking into account both tourists and leisure travelers, so that the fare and income level can be improved. The second is to be the most valuable airline in China. There are various indicators to measure an enterprise's development and its position in the market, but the key indicator is its market value. Through its own efforts, Air China's current market value is 28.2 billion yuan, and its brand value is 16.2 billion yuan, ranking first among airlines in China. In the next step, Air China will continue to maintain its first position in the aviation market in China by improving its service capability, profitability and brand influence. The third is to be the most profitable airline in China. To measure an enterprise, it doesn't matter how many planes it has, how many routes it has and how much passenger traffic it has. The most fundamental indicator is the basic situation of enterprise operation and the level of profitability. Only by making profits can the enterprise have development potential, better repay the society and make more contributions to the country and society. Therefore, whether it is the introduction of aircraft, market development and capital operation, including mergers and acquisitions, Air China will consider the profitability, social responsibility and return to society and passengers. The fourth is to be an airline with world competitiveness. Because the name of Air China has the word "international", its vision should not be too low, and its vision should not be too short-sighted. Air China should put its foothold and focus on competition in the world, have a place in the world airline competition, and highlight its own competitiveness, so that Air China can truly become an airline with world competitiveness. This is the long-term goal set by Air China. Some long-term goals are that Air China hopes to keep it forever, and some long-term goals can only be achieved after several years of hard work. Air China will diligently pursue and strive to achieve these goals. 1