The G&M has a quote that is right on the proverbial money.

"But he said Air Canada still needs to deal with the fact that too many of its workers don't appear to be happy on the job."

The described initiative is a step in the right direction but it doesn't address the root problem: a demoralized workforce.
Many AC employees are angry with their employer. Not enough attention has been paid to the human ressource factor and the workforce is demoralized. Many employees have given up and will not go the extra distance to solve problems. Customer service has slipped and the airline suffers.

Until the people department is given a clear mandate to address legitimate employee concerns, AC will continue to fly its present turbulent course.

Make AC on the 100 best companies to work for in Canada, customer service will be great. The airline will soar and the stock price will cruise at an attractive flight level.