Service Branding and Coaching

Execute service brand guidelines and drive strategies to enhance the organisation’s service brands and value propositions



Competency Area

Airline Operations


Apply and fulfil service branding guidelines

Provide information to customers on the types of services available

Assist passengers through arrival and check-in processes in adherence to service brand guidelines

Collect customer feedback to promote service excellence

Provide guidance to staff to maintain consistency in service branding standards

Monitor the delivery of services by ground handling staff and ensure consistency

Collate customer feedback and prepare reports for management review

Examine complaints or non-compliance reports and implement corrective actions to enhance the delivery of service brands

Provide coaching and feedback to improve service performance and ensure consistency in service delivery

Review organisation’s service branding standards

Develop service brand guidelines

Determine service gaps by comparing collated customer feedback against organisation’s service standards and service brand guidelines

Review analytics and develop strategic action plans to minimise complaints and non- adherence to service branding

Develop strategies to drive service branding initiatives

Develop the service brands in alignment with the organisation’s strategies

Develop strategies to advocate the adoption of the service brands

Gauge the impact of service branding initiatives on business performance

Drive continuous innovation and process improvements for existing customer service processes