Top 10 things Air Canada can do

Air Canada is having trouble – again.  Shares are down, profits are non-existant and it’s warning of turbulent times ahead.

As reported in the Globe, CEO Montie Brewer asked employees to smile more.  According to him it was one of the things that would help them keep up in the war with WestJet.

Dear Mr. Brewer, it is going to take a lot more than a smile.  Any positive karma coming from an employee of Air Canada has been branded as a mistake.  An off day.

On that note, here are 10 things Air Canada could do to help it compete with WestJet:

1. Change the colors of your logo.  Red means fire and blood… not very reassuring when you have to turn things around.  You need something softer.
2. Come clean with all your fees.  Keep it simple.
3. Allow future travel credits to be used by more than the original passenger.
4. Pay travel agents commission.
5. Allow same day changes at no charge.
6. It’s not about you.  It’s about the passenger.  Every touch point should reflect this.
7. Get social.  Talk to your passengers.  JetBlue and Southwest are on Twitter connecting – why aren’t you?
8. Offer more free upgrades.  Yes, it costs money, but take care of those that take care of you.
9. Without Aeroplan, you would be half the man you are now.  Make more seats available.
10. This one is obvious – smile.

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