Air New Zealand`s customers have given a thumbs-up to the new direction of the airline. It is no longer perceived as delivering `basic` service and `past its best` but is viewed as `innovative`, `a step ahead` and `right up there` in comparison with other airlines.

This is according to a recent survey of customers who have experienced Air New Zealand`s new in-flight product (new seating, cabin interiors, and state of the art in-flight entertainment systems) that since August last year is being progressively introduced on all long-haul flights.

The percentage of customers who would `definitely` recommend Air New Zealand to their friends, family, and colleagues has grown from 44% across the international network to 71% on the new product in November 2005. And the percentage who would `probably` recommend Air New Zealand on these flights exceeded 90% for the first time.

General Manager Marketing Steve Bayliss said the level of enthusiasm from customers in response to the changes made so far showed there was a renewed sense of pride in Air New Zealand, as the national carrier.

Prior to this, our customers were not negative but certainly were not inspired by our long-haul product. Air New Zealand is re-energised. We have a firm commitment to provide customers with enhanced comfort and a unique travel experience - and we are determined to showcase our country at its best, said Mr Bayliss.

Examples of the many positive comments received through the recent customer research are as follows:

1. There is no doubt this experience for me would be a step ahead of anything else I have experienced.



2. They want to go all out to ensure people have a good experience and that was certainly what I felt.



3. Sensational I thought, new improved facilities just makes travel faster and not arduous.

TNS Regional Research Consultant Darren Kemp said such a positive and quick overall turn-around in brand perception was an impressive result for a company of Air New Zealand`s size.

To achieve such a rapid change in perception is quite an achievement for a company that operates in many different countries and whose customers come from such a diverse range of backgrounds, said Mr Kemp, who is based in Australia.

A key aspect of any brand is public and customer perception, which is significant for not only customer loyalty, but also for generating a sense of pride in the company. In terms of customer experience, Air New Zealand`s new long-haul product differentiates it from other airlines and has become an area of strength.

Air New Zealand regularly monitors people`s perceptions of its product and services. Approximately 2,500 customers participate in a weekly on-line survey each year.