During the year there were 1,000 individual audits of various Emirates’ products and services throughout the network including mystery shopper inspections to test and measure service from the customer’ s perspective. This regular benchmarking is vital to ensure the airline maintains and enhances its range of products and services and is carried out by a team of Inflight and Ground Services inspectors.

But any service organisation occasionally disappoints the customers and one of the roles of the Customer Affairs and Service Audit department is to act as the customer champion throughout the Group, helping to restore any lost goodwill and win back confidence. Customer feedback is important for the company and is a driving force in influencing service.

The new Customer Relationship Information System (CRIS) has been improved and made user-friendly and has even been sold to other airlines as the foundation for their customer relations IT platforms.