All Nippon Airways

(2001 - 2003)

  • Focus
    Development of brand vision, customer values and new service and product concept and identity for the long haul F and J class
  • Collaboration
    Design and review of customer research and development of customer value proposition
  • Design and delivery of new service and product concept and à la carte service and procedures for the new long haul F and J classes
  • Development of cabin crew training and mindset (value-driven) program
  • Outcome
    Improved definition of next generation ANA F and J classes

British Midland

(1999 - 2001)

  • Focus
    Development of long haul transatlantic products of this short and medium haul carrier
  • Collaboration
    Development of transatlantic service strategy and customer value proposition
  • Launch and design of transatlantic in-flight products
  • Production of a contemporary chef-driven à la carte J class
  • Creation of a highly personal premium economy class with competitive food costs
  • Development of standards and key performance indicators for in-flight and ground services
  • Design and delivery of in-flight and ground service training
  • Development of a performance-tracking system
  • Outcome
    Recognition that this has created a new standard for transatlantic in-flight service