Hello, this is Jane Allen with an Update for Friday, March 10, 2006
This week we announced 15 new routes for our customers in time for summer travel, including seasonal weekend service to Honolulu from San Diego and Seattle . Thanks to a reduction in turn times as part of resource optimization, we can provide new service to meet customer demand without the huge cost of buying new aircraft. That is certainly good news for our customers as well as being good news for our company. And while adding flights is important, retaining customers because of our great service is crucial to our long-term success.
The importance of retaining customers – our repeat business – is clear to everyone. It's essential that we understand how well we're doing in this area, and we use Definite Intent to Repurchase or DIR, to measure our success.
DIR is a key metric that we use to determine customer satisfaction. It represents the percentage of our frequent business travelers who will definitely purchase a ticket on United for their next trip.
Many drivers influence whether our customers will return to United. Through MarkeTrak surveys, we ask for their feedback on numerous items – from airport service and check-in efficiency, to onboard service and meals, to aircraft condition and cleanliness, to name a few.
It should come as no surprise that flight attendant service is a key driver of DIR for our customers. And while others in the company are working to improve aircraft condition and cleanliness, the airport experience, and other areas, onboard service is the one area that we can impact most. The top three drivers of the overall flight attendant rating are courtesy and friendliness, responsiveness and beverage frequency. By focusing on these attributes on every flight, you can have a positive impact on our flight attendant ratings, and in turn, our DIR ratings for the company. H ere's how we did in January.
Our overall flight attendant rating for North America was 61.4, which is a slight increase from December. In January, we were just two tenths of a point below our first quarter goal of 61.6.
Internationally, our overall flight attendant rating increased 2.2 points from 53.2 in December, to 55.4 in January. We saw improvement in many areas from December to January, including flight attendant courtesy, responsiveness, availability, and frequency of beverage service. However, we remain significantly below our first quarter goal of 57.3, and significantly below first quarter last year. January ratings are certainly moving in the right direction, but there are lots of airlines that want to take our customers' business from us. And customers expect more from their international flying experience.
From a company standpoint, overall DIR came in below our target for January. Our overall rating was 35.7 percent, 2.9 points below goal. In North America , we achieved an overall DIR rating of 37.4 percent, which is 3.6 points below our January performance target. While customers rated us at goal for most North America drivers of DIR, our ratings for entertainment, aircraft condition and cleanliness were below goal.
On the international front, our DIR rating was 33.3 percent, 1.8 points below our January target. International ratings for seat comfort, reservations and lounges were all at goal. All other drivers for international flights were rated below goal.
We'll continue to talk about DIR in the weeks and months ahead. It's important that you are clear about the goals we've set as a company and why, and that you are aware of the areas where we are doing well, as well as the areas we must improve. You have more opportunity to shape our customers' perception of their travel experience than any other employee group. So domicile staff will be working with you to help you understand what it will take to improve our performance around the top drivers of flight attendant ratings.
Definite Intent to Repurchase is vitally important to our long-term success. In order to build a sustainable competitive advantage, we need for our customers to buy United again the next time they purchase a ticket.
That's all for today. Thanks for listening and fly safely.