sept fleet expansion aurora jet ... - leading fbo in canada · and are used under license to...

WINGSwww.wingsmagazine.com

caNada’S NatIoNal avIatIoN

maGazINe

SEPTOCT2012

Reaching the pinnacle

A bright light in the skymorningstar group is making quite the splash

The FWSAR solutionevaluating canada’s options for the next several years

Starlink/Signature montreal captures top FBo honour – again!

WINGS_SEPOCT12.indd 1 12-10-17 1:42 PM

www.wiNgsMagaziNE.COM September/October 2012 | wiNgs 25

Price is also a key con-sideration: 31 per cent of re-spondents indicated this is an important element compared to just 24 per cent a year ago. When combining the two in the decision-making process, 96 per cent of respondents in-dicate a combination of price and service is the ideal recipe for making the right choice. This marks a marked increase over last year when only 68 per cent of respondents felt the two items helped decide which FBO to use.

Lynch says the crux of deliv-ering top-notch service starts with the empowerment of the employer – an ironclad commit-ment to training and instilling the right perspective in every employee. “Empowerment was a buzzword for years, but what it really is in our case is the customer experience that is not cookie cutter,” he says.

“It’s a group of people who have been trained to anticipate and adapt to the changing needs of customers and try and make it interesting. It’s like a friendship. When you have a customer coming back again and again, you try to address their specific wants. If they were coming to your home, you try to serve them meals that they like – it’s the same thing here.”

Starlink/Signature has creat-ed a thorough training program that helps employees learn to be attentive to a customer’s needs, large or small. It’s a program

that predates the company’s involvement with Signature, which has its own Leading Edge training program.

“When you talk about top-level service worldwide you have names like the Ritz-Carl-ton and Walt Disney. So, all of our VPs have been trained at the Ritz-Carlton,” Lynch says. “We developed a training program in-house that was inspired by Ritz-Carlton and tailored to our industry – we solicited outside help to do that. I led the origi-nal customer service training program five years ago and trained every member of our staff. Today, that program is run frequently enough to teach new employees – and occasion-ally there is an employee who is on duty for a couple of months in a job-shadowing environ-ment that has not been trained, but we run courses frequently enough to ensure our staff are trained both initial and recur-rent. And it’s always run at a minimum by a vice-president. It stresses the significance of that priority. It’s a top-down thing.”

Lynch has had several con-versations about service excel-lence with Bob Hobbi, presi-dent/CEO of Service Elements International, whose firm developed a Ritz-Carlton-style program aimed specifically at the aviation industry. Says Lynch: “At the end of the day, who do you work for? You don’t really work for your board. They may put a guy like me in an

office, but if Zoran and I look at our roles, our primary role is to support our own staff to ensure they have the tools necessary to service our customers every day. Our mission in life is to keep these people coming. They have a choice, you hear that all the time, but it’s the truth.”

Sherry Butt, marketing and sales manager with Total Aero-space Services International/ Provincial Airlines, the opera-tors of Shell Aerocentre YYT, agrees that the recipe for suc-cess starts with the commit-ment from staff to exceed ex-pectations at all times. “We are efficient and try our very best to anticipate our customers’ needs before they can even ask,” says Butt, who is a little guarded when asked to reveal specific company secrets. “Let’s just say that we offer the little perks that our competitors don’t. Our facilities are designed to make all our clientele feel like VIPs every time they do business with us. We have a lot of hangar space and a full team of aircraft maintenance technicians and specialists.”

As president of Winnipeg’s Kelly Western Centre, Gordon Peters maintains his role is to provide a top-quality product at all times – and he’s quick to point out it’s the strength of his staff that makes it all happen.

“We value our dedicated staff and are committed to providing a safe, challenging and reward-ing work environment that

encourages personal growth and is compensated fairly,” he says. “Staff are provided the same concern, respect and car-ing attitude within the organi-zation that they are expected to share externally with every Kelly Western customer . . . We be-lieve in and accept our respon-sibility as corporate citizens. ‘Corporate responsibility’ means a business operating in a man-ner that meets or exceeds the ethical, legal and commercial expectations that society has of business.”

Peters says there’s one state-ment every staff member can never say to a customer: “No, we don’t provide that service.” Says Peters: “If we can’t do it, we have a whole city that provides a vari-ety of services and surely we can find that service and arrange for our customer needs.”

Going out of your way to serve a customer’s needs and never say, “No, we can’t do that.” It’s the calling card for every successful company on Wings top FBO leaderboard and will continue to be the goal all Canadian opera-tions will strive to attain.

So, looking ahead to next year’s report, how can compa-nies coast to coast maintain their position or find their way onto the prestigious Top FBO list? Starlink/Signature YUL’s Bratuljevic aptly points out the answer is simple: head back to the alphabet and think of the letter S – as in “Keep sweating the small stuff.” | W

the Signature brand is the strongest FBo chain in the world, and has made a commitment to be as competitive as possible. living up to that billing every day is something intrinsic to every employee, says Starlink/Signature YUl president/ceo Glen lynch.

WINGS_SEPOCT12.indd 25 9/5/12 9:53 AM

Voters in the WINGS Canadian FBO Survey have again chosen Signature Montreal the best in all the land. We appreciate the recognition. We put all of our energy into just that: being Canada’s best FBO. And we have a lot of energy. Visit Signature Montreal and experience the Signature Service Promise® for exceptional service every time. Year in and year out.

Thank you to everyone who supported us with your WINGS vote.

WINGS half-page ad 7”w x 5”h

SignatureFlight.com

“Signature Flight Support” and the related logos and proprietary processes are owned by SIGNATURE FLIGHT SUPPORT UK REGIONS LTD. and are used under license to CORPORATION STARLINK F.B.O. INTERNATIONAL INC., the owner and operator of the FBO.

Canada’s best FBO two years runningIt’s that old déjà vu all over again

Visit us during NBAA at BBA Aviation Booth #3100.

Express. During the past two decades, it has upgauged its jet equipment twice. Some industry observers have sug-gested that there is excess car-go capacity within Canada. Of the three carriers that provide domestic lift for the three largest courier companies, Morningstar has the small-est fleet (see accompanying table). Perhaps there will eventually be some consoli-dation within the industry. In the meantime, Morningstar is prepared to provide more ca-pacity for FedEx if and when it may be required and is also open to other market oppor-tunities as they arise.

AuRORA JET PARTnERS’ FlEET ExPAnSiOnFor each of its three activities (aircraft management, frac-tional ownership and char-ters), the company expects to see the number of aircraft in service increase. Today, its six aircraft represent 30 shares

held by 21 owners. Aurora was the first Canadian op-erator of both a Phenom 100 and a Phenom 300. It will be receiving its second Phenom 300 early next year. In addi-tion, the company expects to have the first of two Bombar-dier Challenger 300s in ser-vice this fall and is due to take delivery of a new Bombardier Global 5000 in June 2013. In 10 years, the company is planning to operate a fleet of 30 managed and fractionally-owned jets.

AiRCRAFT mAinTEnAnCE Having maintained its own fleet of Boeing narrowbody airliners, turboprops and corporate jets during the past 20 years, Morningstar is considering that activity as a new source of stand-alone revenues. It will have room to do so in the new complex at YEG. In addition, it leases 14,000 sq. ft. of hangar space at Vancouver and 35,000

sq. ft. of hangar space at Cal-gary that is currently used for maintenance on its Boeings, Cessnas and bizjets.

EdmOnTOn’S nEWEST FbOWith an expansive new termi-nal that resembles the steel-and-glass palaces operated by Skyservice at Toronto and by Starlink at Montreal, Aurora’s new FBO at Edmonton Inter-national is positioned to house local flight departments forced to vacate YXD, as well as to welcome itinerant traffic. The company recently announced that its new facility will be the newest member of the Signa-ture Flight Support family of more than 100 FBOs around the globe.

//// ThREATS

CAbOTAgEShould U.S. cargo carriers ever be allowed to operate within Canada, there would

likely be an impact on Morn-ingstar Air Express. To what degree is difficult to estimate. Since FedEx already operates all of its trans-border flights, it might choose to continue to have the Canadian domestic flights operated by a contrac-tor such as Morningstar.

highER COSTSIn both its air express and corporate aviation activities, Morningstar has customers that demand excellent service on a consistent basis at a rea-sonable price. This requires constant attention to detail and a close eye on service and operating costs.

WEAKER ECOnOmySignificantly lower crude oil prices over a prolonged period, fallout from a European crisis or another North American economic downturn could re-sult in dampened demand for both its freight and business aviation services.

Reprinted with permission from Wings Magazine

Voted BEST in Canada

Voted BEST in Quebec

24 wiNgs | September/October 2012 www.wiNgsMagaziNE.COM

team because this place is running 24 hours day, seven days a week. Our business de-pends on the commitment of our staff who are out there in good weather and bad, trying to manage when things aren’t going right. The relationships they build with the customers make all the difference.”

Nurturing relationships and building just the right team starts with Bratuljevic and the commitment he brings to his role on a daily basis. His team shares the same attitude – they do sweat the small stuff. As Lynch notes, at Starlink/Sig-nature YUL every element of the business is a drive to pro-vide the very best – from the initial greeting of pilots/crew/passengers arriving to their individual care while waiting for flights.

“With us, it’s personal,” Lynch says. “We’ll walk through the lobby and it has become normal for us to – even if we are engaged in a conver-sation with someone else – to make sure we stop and pay at-tention to all customers.”

Bratuljevic concurs, add-ing essentially customers are friends. “If you have a customer coming here once a week or twice a week for the past year, we still have a CSR greeting

an airplane,” he says. “Why do we do that? Because we’re the only FBO where someone [of corporate influence] actually comes out to greet you – you have a decision maker right there,” he says. “And even af-ter the 500th time, we’re still there. Not because we have to – they know their way around the premises. But we are re-lentless on meeting every cli-ent no matter how many times he or she comes here.”

method to the madness A relentless commitment to customers’ needs is one of the key drivers that connects all winners in this year’s report – but it’s just one of the elements that determines a winning FBO. Wings annual survey is unique in that it gives readers a chance to select which facili-ties, fuel brands and charge/credit cards provide the best service for their aviation needs. Unlike other major North American FBO reports, this survey focuses specifically on the Canadian market. Results are based solely on respondent recall without prompting – readers select their favourite FBO based on personal expe-riences without the help of a cheat sheet or list. This method allows the survey not only to

focus on Canadian service and support providers, but fosters the inclusion of more airports and service hubs nationwide.

The methodology of the survey is straightforward – re-spondents are allowed to select up to five FBOs and answer a series of questions for each that provides a ranking on everything from service, pric-ing, to the bricks-and-mortar aspects of the site. Respon-dents are asked for a rating on each section using a scale of one through 10 for such at-tributes. The survey also asks, by prompted question, for a choice of branded chain fuel providers, individual preferred fuel brand and charge card options. We also asked partici-pants to indicate how impor-tant pricing and customer ser-vice are in their choice of FBO.

The survey was conducted online for six weeks from mid-June through July and final scores reveal how selected FBOs rated in their markets. Winners were selected based on region and one overall win-ner, Starlink/Signature YUL, was determined based on the total number of votes cast and related scores.

by the numbersWings’ 2012 FBO survey pro-vides credible third-party rat-ings of how domestic facilities and their support services rank in the minds of clients who ac-tually use them. Some 62 indi-vidual FBOs – up from the 40 named last year – were nomi-nated and rated across Can-ada. The impressive increase illustrates that customers do remember service experiences; they may even feel loyal enough to comment. Winners in their respective categories include:• Best FBO in Canada: Star-

link/Signature YUL• Best FBO in Western

Canada (B.C., Alta., Y.T., N.W.T.): Skyservice YYC – new winner this year

• Best FBO is Central Cana-da (Sask., Man., Nunavut): Kelly Western Jet Centre YWG – repeat winner

• Best FBO in Ontario: Sky-service YYZ – repeat winner

• Best FBO in Quebec: Starlink/Signature YUL –

repeat winner• Best FBO in Atlantic Can-

ada (N.B., N.L., N.S., P.E.I.): Shell Aerocentre YYT – repeat winner

Fuelling up In terms of fuel cards, FBOs today need to accept a variety of cards and charge services to remain competitive and re-sponsive. There have been some significant changes in the mar-ket this year with some brands pulling back or even out of the business altogether and others changing or modifying their corporate identity. For this part of the survey, the prominent card/charge service providers were once again listed with corrections to the new and/or current branding. Survey par-ticipants were asked to indicate which they used – in order of preference. Winners include:• Preferred Fuel Chain/

Brand: UVAir – new winner• Most Preferred Fuel/

Charge Card: Visa – new winner Other companies mentioned

in order of preference:• Multiservice – no change

from last year• Colt – no change from last

year• AMEX–nochangefromlast

year• MasterCard – no change

from last year• AVCARD – dropped from

first last year• UVAIR, AirBP/Epic –

mixed/blended rating from new and old cards

• AVFUEL – up one ratingfrom last year

• Airworld–downoneratingfrom last year

• Ascend–nochangefromlastyear

The winning formula There were several determin-ing factors that propelled each of our top FBO winners in their specific regions and im-peccable customer service was again a determining factor. When asked how important customer service is in select-ing an FBO, 65 per cent of our respondents indicated this was a significant deciding fac-tor, a jump from 44 per cent a year ago.

Selecting just the right people to join the Starlink team is imperative for the company’s long-term success. coo Starlink/Signature zoran Bratuljevic is a key driver of the company’s objectives.

SERvICE ExCELLENCEFROM A TO ZSEAmlESS CuSTOmER RElATiOnS hElP STARlinK/SignATuRE mOnTREAl REACh ThE PinnAClEby mATT niChOllS And ROb SEAmAn

A sk Starlink/Signature YUL president/CEO Glen Lynch to draw up the recipe for success for his fixed-based operation (FBO) at Mon-treal’s Pierre Elliott Trudeau

International Airport and he’ll head straight to the end of the alphabet.

That would of course be Z which in this case stands for chief operating officer Zoran Bratuljevic, the man Lynch contends is the

heart and soul of the operation. Bratuljevic and his team of top-notch service providers keep customers coming back and are key reasons why the Montreal-based FBO has been selected once again as the top vote get-ter in Wings’ second annual survey to identi-fy the most impressive FBOs in Canada. Pro-fessionalism, impeccable customer service and attention to detail are all key elements that make up a winning FBO and Starlink/Signature YUL provides it in spades.

“Winning the recognition for two years in a row is special,” Lynch told Wings dur-ing an exclusive interview in early August. “The first year of a survey, you look at the results and say, ‘We’re very proud, but it’s a first year. The second year, you see that the customers have spoken again and that’s really a tremendous honour. As a CEO you get the chance to stand up and take the recognition for a whole bunch of work you didn’t do. We have a tremendous

SERvICE ExCELLENCEFROM A TO Z

Reprinted with permission from Wings Magazine Reprinted with permission from Wings MagazineReprinted with permission from Wings Magazine

maGazINe

SEPTOCT2012

SignatureFlight.com

//// ThREATS

maGazINe

SEPTOCT2012

SignatureFlight.com

//// ThREATS

sept fleet expansion aurora jet ... - leading fbo in canada · and are used under license to...

Documents