Aeroflot is a Russian airline service that is working diligently to change the face of the Russian service industry. Russian airlines haven’t always been known for their commitment to customer service.

However, Aeroflot is working hard to change that perception and was recently found to have better customer service than airlines like Delta and old-school European airlines such as Austrian Airlines.

Aeroflot’s  flight attendants are typically very attractive men and women.   At its training academy, flight attendants are taught not to scowl, give the cold-shoulder or engage in wordless exchanges with customers.  Aeroflot’s training focuses on teaching flight attendants pleasant small-talk and the importance of smiling.  The lessons at Aeroflot teach employees to “be happy, to enjoy what they are doing, and to have a positive outlook,” according to one flight attendant in training.  The curriculum lasts a year and also includes training from choreographers on stride and movement.  Aeroflot also encourages flight attendants to kneel next to passengers in business class when discussing food and drink orders.

Customer service is becoming an increasingly hot topic for Russian companies.  Airlines, restaurants, coffee shops, and other service providers are developing more customer-centric training strategies for employees.  This focus on customer service is in response to changing demands from an expanding middle-class.  With rising wealth and a growing economy, customers aren’t going to stand for being mistreated any more.

Some specialists suggest that Russian service employees can be trained to be nice.  For example, an owner of T.G.I.Friday’s chains runs a training academy that focuses specifically on customer service.  The national bank, Sherbank, is retraining its 210,000 tellers to become specialists in customer service.  McDonald’s uses a global curriculum for Russian employees.  Starbucks encourages Russian employees to use the same smiles that customers would see in a Starbucks in the United States.

In preparation for the Winter Olympics in Sochi, Russian organizers are instituting a rigorous training academy for volunteers to learn to smile and be friendly to event guests.

Discussion Question:

How is service changing in Russia?

 

SOURCE: Andrew E. Kramer, New  York Times, November 1, 2013