-- Excellence in the Details
Beijing, March 12, 2015 /PRNewswire/ -- Recently, a high-ranking dignitary from a European country visited China, drawing widespread attention from domestic media. Before leaving China, he gave high praise and commendation to Deer Jet, which was involved in ensuring the success of his visit.
For ensuring high-level national flight missions, Deer Jet is no stranger. As early as 1996, the renowned former U.S. Secretary of State Henry Kissinger flew on a Deer Jet charter. Since then, numerous globally prominent figures—including the Belgian Crown Prince, former Japanese Prime Minister Toshiki Kaifu, former World Bank President James Wolfensohn, former International Olympic Committee President Jacques Rogge, financial magnate George Soros, former UN Secretary-Generals Kofi Annan and Ban Ki-moon, and former U.S. Secretary of State Condoleezza Rice—have chosen Deer Jet as their top preference for visits to China. In recent years, the royal families of Malaysia and Saudi Arabia have also become regular clients of Deer Jet. In 2013, Deer Jet also ensured the visit to China of the famous football star David Beckham.
Established in 1995, Deer Jet is China’s first airline dedicated to business jet charter services and is the pioneer and leader of China’s business aviation industry. In 2001, Deer Jet became the largest business jet company in Asia and has maintained the title of “largest” to this day through rapid development. In recent years, Deer Jet has begun to focus on management, tightening its grip on user needs in service, introducing international service standards, and striving to engrave the word “best” even deeper into the hearts of every guest.
Not “Luxury,” but “Personalization”
When it comes to business jets, most people first think of “prestige” and “luxury.” But at Deer Jet, those with experience see it differently. As they put it, “Each business jet guest has different backgrounds, purposes, and moods for each trip, so we focus on each client’s unique needs.” Thus, “personalized customization” has become the service direction Deer Jet strives for. Each client’s every flight is treated as an independent product. Once a flight mission is confirmed, relatively independent “specialized” support teams are immediately formed. Team members come from all aspects required for aircraft operations and services, and most of the demands raised by the clients can be decided upon by the team. In this way, everything from the overall arrangement of the flight mission to a particular guest’s choice of reading material on the plane can be maximally guaranteed.
The highest level of “personalized customization” is “to fulfill the guest’s needs before they voice them.” During a one-week European flight, while serving a meal en route to the final destination, a Deer Jet flight attendant overheard a guest sigh softly. She immediately realized that perhaps the constant Western food might have made the guest tired of it, and she decided that the next flight must cater to the guest’s taste. After the plane landed, she shared the idea with the captain. Immediately, the whole team, without resting, started searching for a Chinese restaurant. The city where they landed was Moldova, Romania. After searching the entire city, they finally found the only Chinese restaurant. The next morning, when they tried the food at the restaurant, they found the taste was completely off. Disappointed, the crew chatted with the blonde-haired, blue-eyed waitstaff and learned that the only Chinese chef had not come to work that day. They promptly asked the restaurant owner to call the chef in, and eventually, authentic and delicious Chinese food was prepared. Later, during the flight, when the guest saw the steaming hot Chinese meal, he was very happy and excited, and happily wrote, “Deer Jet, flying in our hearts.”
Not “Luxury,” but “Internationalization”
“Service is not only ‘personalized,’ but also ‘standardized.’” These two words, which generally seem contradictory, have achieved a dialectical unity in Deer Jet’s service system. “Because personalized service without standards cannot ensure the quality of every service, and our ‘standardization’ mainly refers to details.”
At Deer Jet, various customer needs and how these needs are met are transformed into service inspection data, which is compiled within 48 hours after each flight lands and then supervised and analyzed by dedicated backend personnel. This data comes partly from guests’ direct quantitative ratings of the service, partly from the experiences and lessons of service personnel, and even partly from various suggestions not directly related to the flight. All this information is effectively managed, itemized, repeatedly reviewed, and ultimately compiled into the “Service Guidebook,” which contains more than a thousand detailed service requirements—several hundred more than the world’s most stringent five-star airline standards. These standards are then implemented by cabin crew known as “travel butlers,” who are carefully selected and trained, ensuring every guest who has interacted with Deer Jet enjoys a perfect experience.
Once, an American elderly lady chartered Deer Jet’s Boeing 737 from Beijing to Lijiang to invite friends from around the world to visit China and had particularly high requirements for onboard service: the cabin needed to be arranged to create the atmosphere of the guest’s home, with alcoholic beverages including South African dry white, dry red, Black Label whiskey, vodka, gin, rum, crystal champagne, and San Pellegrino mineral water. The glasses had to be clean and changed each time. Faced with such high service standards, the four travel butlers assigned to the mission didn’t bat an eye. Fully prepared, they not only met all the guest’s requests but also proactively added ice cubes in consideration of foreign guests’ preference for chilled drinks. However, due to the limited space on the plane, they could not store many glasses, so they washed them on the plane, carefully polished them, and then placed them on the VIP trolley for guest use. By the end of the flight, Deer Jet’s meticulous preparation and the professionalism displayed in every gesture by the travel butlers left even the extremely picky guest very satisfied.
Strict “internationalization” standards have earned Deer Jet numerous international awards in recent years. In 2011, the U.S. magazine Global Traveler named Deer Jet the “2011 Best Business Jet Company in Asia.” In 2014, the UK-based travel industry certification body WTA also awarded Deer Jet the titles of “Leading Business Jet Company in Asia” and “Leading Business Jet Company in China.”
Not “Luxury,” but “Privacy”
What “personalization” and “standardization” cannot solve is the client’s demand for “privacy.” Many business jet passengers are highly influential yet low-profile, and ensuring that travel information is not leaked is often their top priority.
At Deer Jet, safeguarding client privacy and ensuring no leaks is a basic principle that every employee must uphold, with strict systems in place to guarantee it. Every employee involved in flight support must undergo special training on this. For some important flights, client names and passenger names are often replaced with codes. Even members of the flight support team may only know the service requirements of the guests and not the actual identity of those being served. For some particularly important guests, the company requires employees to abandon email and phone communication, and only discuss service details face-to-face.
Guests’ need for “privacy” is also reflected in the sense of space during the flight. The slightest sound from a travel butler or entering the cabin at an inappropriate time can disturb the guest’s rest or conversation. For newcomers to business jet services, this is a big challenge, but Deer Jet’s years of valuable experience serving important guests have precisely solved this problem.
2015 marks Deer Jet’s 20th year of safe operation. Its footprint has covered over 700 airports in more than 170 countries and regions worldwide. Long-term accumulation and continuous exploration have enabled this “No. 1 in China” and “No. 1 in Asia” business jet company to expand its upstream and downstream industries. Now, Deer Jet, with its extraordinary personalized service capabilities, is striving to become an “international provider of high-end lifestyle services” and is working hard to establish another world-class aviation brand for China.
A Satisfied Smile: Ensuring the Flight of a Spanish Football Club
Starting with Deer Jet Makes Clients Feel Warm in the Details