In a pioneering move that underscores their commitment to innovation and passenger service excellence, Emirates has launched a groundbreaking initiative named “One Device.”
The strategy involves equipping all 20,000 Emirates Cabin Crew members with cutting-edge Apple products, including the iPhone 13 and iPad Air, which are specially configured with custom Emirates apps.
The objective is to streamline and enhance the passenger service experience aboard their flights while simultaneously improving the overall working environment for the cabin crew.
Emirates Apple Devices for Cabin Crew
Emirates has invested over Dhs32 million into the “One Device” initiative, with the distribution of Apple devices commencing a year ago. Currently, more than 7,000 Emirates crew members utilize iPhones across 450 daily flights in the airline’s global network.
Over the coming months, an additional 5,000 cabin crew members will be provided with iPhones and iPads, featuring new apps and functionalities that build upon the initial deployment’s success.
Prior to designing and developing a suite of native, custom-built apps, Emirates’ in-house Service Delivery and IT teams conducted extensive user research campaigns with the cabin crew.
The goal was to revamp the user experience for cabin crew and to ensure passengers continue to receive the world-class service synonymous with Emirates.
The feedback received thus far underscores how Apple products are enabling cabin crew to feel better prepared at work and offering highly personalized services to passengers.
Inflight Meal Order-taking
Among the custom-built applications, there is one designed to streamline the inflight meal order-taking process in Business Class, ensuring swift and precise service.
It also allows cabin crew to view each passenger’s profile and Skywards status. Another app provides cabin crew with up-to-the-minute roster and flight information, seat changes, upgrades, and an overview of which cabin crew members are onboard. By offering a comprehensive view of passengers, Emirates cabin crew can access critical real-time information and are empowered with the tools to offer highly personalized customer experiences.
This even includes information such as dining and drink preferences and onboard loungewear sizes, based on passengers’ previous flights.
‘One Device’ Initiative
The “One Device” initiative not only elevates cabin crew performance but also enhances safety standards. Cabin crew members now have access to 24/7 global support, including a team of specially trained experts at Emirates’ Dubai hub, as well as support from Apple. For safety purposes, cabin crew can consult official processes at any time, with operational manuals being remotely updated.
The Apple devices also serve as a platform for continuous education through micro-learning. Importantly, Emirates Cabin Crew are permitted to use the iPhones for personal purposes, and their private data is safeguarded.
The Apple products selected for this initiative are tailored to meet the demanding operating environment of Emirates cabin crew. They offer functionalities such as fast charging, extended battery life, a lightweight design, and premium build quality.
Apple’s Security Features
Apple’s industry-leading security features protect both customer and cabin crew information, emphasizing privacy and authentication through secure Face ID, while flight information is automatically removed once the journey is completed.
Supporting the rollout of the “One Device” initiative is an in-person experience zone at Emirates Headquarters in Dubai, a 24/7 one-stop-shop where cabin crew can seek assistance for hardware and software issues, access Emirates application support, and fulfill their device accessory needs.
This initiative marks a significant leap forward in the aviation industry and underscores Emirates’ unwavering dedication to delivering unparalleled passenger experiences and ensuring the well-being of their dedicated cabin crew.
tanvir@dubainewsweek.com
