Seems like management Babblespeak to me. Why is it that people want something changed they say it is "outdated" or "old fashioned"? It is really just a lazy way of justifying change and this one seems more like change for change sake.
Generally when this sort of thing happens it is a manager trying to justify their own position; "look at what I have done, I have modernised the department". All they really do is change a few names and make some people into "executives" or "operatives".
What was wrong with Purser? If that title was wrong and old fashioned because it comes from an era of steamships then surely Captain and First Officer have also had their day? How about Aircraft Operating Executive and Vice-Aircraft Operating Executive.
As for customers not really knowing what Purser is, what on earth does Customer Service Lead mean? It is a dreadful title and dreadful English.
Rant over.
