Originally Posted by
Can I help you
I can assure you that changing the name will be demotivating effect.
Originally Posted by
G-AVFC
Heritage is important in this world of commodities. The race to the bottom is not one worth winning. Creating a sense and feeling of style and differentiation and not a me too is worth doing.
The title Purser speaks to an audience and customer base that is looking for a distinctly British style and experience. It needn't be that they necessarily understand the term but the experience they are looking for when choosing British Airways (and not a bus company) is altogether different and cast in heritage.
That is the point. The heritage - the Britishness if you will - and it's pomp and circumstance is part of the experience. Improvements in service can and should always be made but changing a job title and, in it, dumbing it down is not a good move.
Almost completely wastes the good-will that was generated with the heritage positioning that was started last year.
No, build on that heritage, make the experience better, add more wherever possible, ensure that a career path is present so that the best go forward and create an even better future for everyone.
A persuasive argument that might have legs if:
- purser actually played to this audience
- most passengers were aware of any of the titles used by BA
Heritage might equally mean all sorts of other things...many of them not positive at all. Surely, if the tag line is to fly to serve, the key here is the quality of the service not the idiosyncrasies of the job titles. IMHO, the purser versus gobbledegook argument is a red herring. The core value of premium service is not undermined by a title change, it is undermined by poor service standards from some cabin crew and the failure of BA management to deal with this effectively.