High flyer

Discusses the turnaround in the fortunes of Alaska Airlines Inc. the Seattle‐based company which nearly 20 years ago was almost bankrupt and carrying a reputation for unreliability and poor service, and which today is the recipient of the Airline of the Year Award. Outlines the customer care programme of the company, concentrating on three training programmes introduced in recent years ‐ Inflight Customer Service Skills (ICCS) for flight attendants; Reservation Selling Skills for reservation agents; and Customer Service Skills for customer service personnel. Details the Idea for Excellence programme, which is designed to encourage suggestions from employees. Reviews plans for expansion and explores the catering side of the business which continues to put Alaska Airlines ahead of its competitors in excellence.