Human Resource Development

Case Study

HRD program can be key components when an organization seeks to restore itself and change its culture. For instance, Cathay Pacific Airways is an international airline based in Hong Kong that serves 141 destinations on six continents. In 2009, the company carried over 25 million passengers, and also maintained a large and growing cargo operation. Worldwide, over 27,000 people work for this airline. A survey in 1990s revealed that travelers felt that Cathay Pacific service was good but not as warm and friendly as the customers desired. Some even described the service as “robotic”.

This has led to a re-examination of how the company recruited, trained, and managed its employees.

One major change the company made was its in-flight training department. In the past, trainers have developed and followed careful lesson plans which intended to provide a set standard of service on all flights. However, to increase customer retention, especially among business travelers, Cathay Pacific recognized that something more was needed.

Questions:

Assume you are a training manager at this airline:

• What are your thoughts concerning how to conduct a need assessment for the airline?
• What methods would you use to design training that emphasized exceptional customer service?
• If the new goal of the airline was to provide exceptional customer service, what type/s of training would you recommend for the flight attendants?
• How might the training programs have to change in order to promote innovation and collaboration among flight attendants as well as from the trainers?