With this in mind, the cargo airline has created the position of Vice President Customer Experience. Faisal Karamat (FK), who comes from Canada, was entrusted with this position. Thanks to his leadership role and the commitment of Qatar Airways Cargo’s entire headcount, the course has been set to ensure that customer-centricity remains at the forefront of the carrier’s operational and strategic priorities. CargoForwarder Global (CFG) spoke with the executive at the fringes of the 8th ONE Record Hackathon that took place in Doha at the end of NOV23.
CFG: To our knowledge, there is no VP Cargo Customer Experience at any cargo airline worldwide. Why did Qatar Airways Cargo create this position?
FK: Qatar Airways Cargo created this position to underscore our commitment to elevating customer experience standards within the air cargo sector.
Recognizing the pivotal role customer experience and customer satisfaction plays in the success of our operations, the establishment of the VP Cargo Customer Experience position demonstrates our proactive approach to enhancing services, addressing unique customer needs, and setting a new benchmark for excellence in the air cargo industry.
The goal is to create a more customer-centric approach that aligns with our commitment to innovation, efficiency, and delivering unparalleled value to our clients.
CFG: What influence do you have on a) the operational activities of Qatar Airways Cargo and b) the airline’s relationship with its customers, i.e. the carrier’s global credibility and reputation? Any illustrative examples?
FK: a) In the realm of operational activities at Qatar Airways Cargo, the influence of my role extends to optimizing processes and workflows to enhance overall efficiency. By closely aligning with operational teams, we aim to implement customer-centric strategies that not only meet but exceed expectations.
One key example is the Next Generation approach which I was a part of creating. This strategy induces a corporate mindset shift through digital enhancements, new products, a new website, and a new business approach in perfect alignment with today’s requirements.
b) Regarding the airline’s relationship with customers and its global credibility, the team who work under me play a crucial role in shaping and maintaining strong relationships with customers. By addressing feedback, and proactively resolving issues, we contribute to building trust and credibility.
One illustrative example is The Digital Lounge, our intuitive cargo customer portal which provides customers a host of online booking features at their fingertips. In 2022, we launched The Digital Lounge. This cargo customer portal is built on the Salesforce platform and provides Qatar Airways Cargo’s customers with a seamless digital experience, leveraging Salesforce Customer 360 features integrated with its native Experience and Analytics platform. The Digital Lounge will give customers full access to a broad range of activities with a single access. The platform offers instant confirmation for General Cargo bookings subject to availability and required validations. The airline’s customers can book free sale and allotments with dimensions (excluding BUP).
CFG: Basically, isn’t every Qatar Airways Cargo employee responsible for customer satisfaction and positive feedback from the market in his or her day-to-day work, i.e. ongoing customer loyalty? If so, it brings up the question why Qatar Airways Cargo needs a VP Customer Experience in addition?
FK: Customer-centricity is embedded in our culture and DNA, and each team member plays a crucial role in ensuring ongoing customer loyalty. The presence of a VP Cargo Customer Experience enhances this commitment by providing strategic oversight and dedicated focus on elevating the overall customer journey.
The role of the VP Customer Experience goes beyond individual interactions and operational aspects. It involves shaping a holistic, organization-wide approach to customer satisfaction, implementing long-term strategies, and fostering a culture that prioritizes continuous improvement in customer experience. This leadership position ensures that customer-centric initiatives are integrated into the broader organizational strategy, driving innovation and setting industry benchmarks for excellence.
In essence, while every employee contributes to customer satisfaction in their respective roles, the VP Customer Experience provides overarching leadership, strategic direction, and a dedicated focus on evolving and optimizing the entire customer experience landscape. This ensures that customer-centricity remains at the forefront of our operational and strategic priorities.
CFG: From 24 to 26NOV23, the 8th IATA Cargo #Hackathon took place in Doha with strong support from Qatar Airways Cargo, and 117 attendees coming from a variety of countries. How would you rate the ‘yield’ of this event from Qatar Airways Cargo’s point of view?
FK: IATA’s ONE Record Hackathon event took place for the first time in the Middle East, hosted by a Middle Eastern carrier, and this edition hosted the second largest number of participants. The hackathon attracted a diverse pool of talent and perspectives. This global participation suggests that the event had a broad reach and was successful in bringing together professionals from different parts of the world.
Hosting an IATA Cargo Hackathon indicates our commitment to fostering collaboration and innovation within the air cargo industry. The participation of developers, and exposure to the IATA data sharing standard ONE Record, demonstrates commitment to industry standards and digital leadership. Our commitment to digitalization and operational efficiency aligns with the strategic goals of IATA and the ONE Record Hackathon.
CFG: 2024 is just around the corner. What are the priorities on the agenda of Qatar Airways Cargo’s VP Cargo Customer Experience for the coming year?
FK: We will continue to enhance the overall customer experience by streamlining processes. We will also focus on bringing the expertise of our employees to new heights through training and development programs to enhance their skills in customer service, communication, and problem-solving, ensuring a high standard of service across all touchpoints. Additional enhancements are being added to our online booking platform, Digital Lounge, and investments are being made to digitalize many of our processes, all for the benefit of our customers.
CFG: Faisal, thank you for your time and this input.
