1. Write Better Email to Etihad Airways Guests: Project Write&Delight Leslie O’Flahavan, E-WRITE Principal

3. Overview of today’s meeting Introduction What is Project Write&Delight? Why should Etihad update the way it writes email to guests? What has the Write&Delight team done so far?

4. 1996 “E-WRITE helps people learn to write well at work”

6. E-WRITE helps companies write better email, live chat and social media to customers

7. We help airlines improve the way they write to customers

8. What is Project Write&Delight?

9. What does Write&Delight mean to you?

10. Write&Delight doesn’t mean…

11. What does a Write&Delight email look like?

12. Is this a Write&Delight email? Guest’s email First of all I had pre chosen my seat, I would have liked to be informed that the seat I had chosen does not extend back. To make things worse is that there was an older gentleman in front. The flight attendant helped him to the point that his seat extended beyond the limit it should. She did not bother to take care that his seat was right in my face. It was one of the worst flights I have ever taken in my life. I have been flying a lot. Also you are not supposed to be served frozen water nor salad on your flight. If you are giving out food and beverages, you should take care to what you are serving. There should be other options other than Indian cuisine on a flight. There was tons of room on the flight that I could have been moved for the inconvenience that I was being put in. IM seriously thinking about not to use Etihad again and what makes me really nervous is that I have another upcoming long flight again soon to take. Really I'm so agitated as when I came I was not hydrated and headaches big time for the lack of communicability of seating and serving and just common sense to take care of your guests.

13. Is this Write&Delight?

14. Is this a Write&Delight email? Customer’s email Hello, I am planning a trip from BERLIN to PARIS on easyJet in September. I will be bringing a pair of ice skates with me. May I put the skates in my carry-on bag, or do I need to put the skates in my luggage? Thank you, Linda Miller easyJet agent’s response Dear Linda, Thank you for considering us for your travel plans to Berlin. You’ll need to carry the pair of ice skates as hold baggage. You are not allowed to carry ice skates in hand baggage as they are classified as dangerous goods. For information on dangerous goods, please click on this link: http://www.easyjet.com/en/dangerous_goods.html http://www.easyjet.com/en/dangerous_goods.html You can add a hold baggage online or via contact centre or at airport. Payment of the hold baggage fee provides you an aggregate weight allowance of 20 kilos per passenger, not per item. Each hold baggage should be within the dimension of 275cm (length+width+height). For more information on hold baggage, please click on this link: http://easyjet.custhelp.com/app/answers/detail/a_id/4050 http://easyjet.custhelp.com/app/answers/detail/a_id/4050 I look forward to your travelling with us (and enjoying your ice-skating plans). Regards, Haris - easyJet Customer Services

15. Currently, your emails sound a bit like this…

16. Write&Delight emails sound like this …

17. Guest’s email On 18 July, I had a flight from Dhaka to Abu Dhabi (EY 123) at 21:45. In my zone during service, a Cabin Crew member named Katherine Sousa was taking care of me and five of my friends. Katherine was very kind, responsible and warm—always smiling and giving us everything we asked her for. I hope all Etihad crew will do the same when I will be flying this airline the next time. She proved to me that my money was spent in a perfect way for the perfect service. Thank you Etihad for this flight, Mrs Helen Kane

18. Etihad’s Write&Delight response Dear Mrs Kane, Thank you for taking the time to let us know about the positive experience you and your friends had when you were traveling to Abu Dhabi in July. I am delighted to learn that our Cabin Crew member Ms Katherine Sousa provided you with smiling, responsive service throughout your trip. We will let Ms Sousa know how much you appreciated her. I have shared your feedback with Ms Sousa’s Performance Manager, and she will be recognised for her kindness and warmth on your flight. We look forward to welcoming you on another Etihad Airways flight in August. Sincerely,

19. Why should Etihad update the way it writes email to guests?

20. The way guests read email has changed

21. Etihad’s brand voice is …

26. Etihad’s brand voice…

27. Project Write&Delight: What have we done so far?

28. Guest Relations Writing Style Guide

29. Revised 45+ templates Original – Visa Transit template

30. Revised 45+ templates Revised – Visa Transit template

31. Two full-day writing courses for officers Writing Customer-Focused Email –How to use the updated template library –How to use critical reading skills to identify all the guest’s questions or complaints –How to freestyle in your response to a guest –How to use a modern, professional tone Writing Refresher for Professionals –How to use the Etihad Airways Copy Guidelines and the Guest Relations Writing Style Guide –How to use correct grammar, punctuation and sentence structure

32. Train-the-Trainer session & Quality monitoring meetings

34. Questions?