Air India, once a symbol of Indian aviation, faced significant challenges with declining customer satisfaction and operational inefficiencies. Under the new ownership of the Tata Group, the airline needed a transformative approach. Rajesh Dogra, as Chief Customer Experience Officer (CXO) and Global Head of Airport Operations, was tasked with revitalising Air India’s customer experience.
Drawing on his extensive background in managing complex public service programmes, Rajesh focused on restoring customer trust. His leadership is grounded in the philosophy that “the customer is the real focus of everything we do.” By implementing strategies that prioritise passenger experience, such as personalising travel and providing 24/7 support through digital platforms, Rajesh has played a crucial role in Air India’s turnaround, ensuring that passengers feel valued at every stage of their journey. His customer-centric approach positions Air India for a successful future in the competitive aviation landscape.
Table of Contents
A Visionary Leader with Proven Results
Before joining Air India, Rajesh had already established a reputation for successfully managing large-scale, complex programmes. His leadership in the Passport Seva Programme—a partnership between TCS and India’s Ministry of External Affairs—serves as a global model for public service delivery. Managing over 1.2 million citizens each month through more than 700 touchpoints worldwide, Rajesh’s team of over 2,500 professionals implemented innovative digital technologies, setting standards for efficiency and customer service. Their achievements garnered numerous accolades, underscoring Rajesh’s capability in driving large-scale transformations.
Overcoming Resistance to Change at Air India
Taking the reins at Air India presented Rajesh with significant challenges. The airline had long been slow to modernise, with employees resistant to adopting new technologies and processes. Transitioning from outdated workflows to modern customer service systems required overcoming scepticism from within the organisation.
Rajesh approached this challenge by fostering a culture of inclusivity and transparency. He introduced comprehensive training programmes to ensure employees felt confident in the new systems. By maintaining open communication channels, he kept staff informed about the airline’s broader vision and their essential roles in its success. Celebrating early successes and boosting morale demonstrated that the necessary changes were also beneficial.
Creating Unparalleled Customer Experience
Understanding that the future of customer service in aviation lies in digital innovation, Rajesh Dogra spearheaded Air India’s digital transformation. A significant milestone in this journey was the integration of AI-powered virtual assistants for real-time customer support on platforms like WhatsApp. These tools not only reduced response times but also enhanced operational efficiency and boosted customer satisfaction.
By collaborating with tech giants like Salesforce, Rajesh developed an interconnected system that personalised customer interactions and swiftly addressed passenger concerns. This transformation ensured that travellers experienced a seamless journey, from booking tickets to resolving post-flight issues, thus evolving Air India from a traditional airline into a tech-savvy, customer-first organisation.
Alongside these advancements in customer service, Rajesh also focused on enhancing airport operations, optimising check-in processes, baggage handling, and boarding procedures. This overhaul significantly reduced wait times, making Air India more competitive in the global aviation market.
The tangible results of these efforts are evident in skyrocketing customer satisfaction scores and a revitalised brand reputation. Once seen as a struggling legacy airline, Air India is now reimagined as a digitally savvy, customer-centric player in the aviation industry, supported by an engaged workforce committed to delivering excellence.
Innovation as the Cornerstone of Success
Innovation lies at the heart of Rajesh’s strategy for Air India. His focus on digital transformation has reshaped the airline’s customer service processes, making them agile and responsive. The introduction of AI-powered virtual assistants and automated systems has positioned Air India as a forward-thinking airline prepared to compete on the global stage.
Rajesh’s extensive experience in leading IT-enabled programmes across diverse sectors—including government services and retail—has allowed him to bring fresh ideas to aviation. His ability to incubate and implement high-impact programmes has proven invaluable in Air India’s ongoing transformation.
A Leader Committed to Integrity
Beyond operational successes, Rajesh is known for his ethical leadership and commitment to fostering a positive work culture. His integrity and transparency have earned him the trust and respect of both employees and stakeholders. By encouraging collaboration and open dialogue, Rajesh has aligned Air India’s goals with its mission of delivering world-class service to passengers.
En Route to Future
Rajesh Dogra’s journey at Air India is far from over. As the airline continues its transformation under Tata Group’s stewardship, Rajesh remains pivotal in shaping its future. His leadership has already set new benchmarks for customer experience and operational efficiency, paving the way for Air India to reclaim its position as a leader in global aviation.
Rajesh’s story is one of resilience, innovation, and an unwavering focus on customer satisfaction. With him steering customer experience and airport operations, Air India is on course for sustained success and growth in the years to come. His vision not only seeks to restore Air India’s reputation but also aims to position it as a model for customer experience excellence in the airline industry.
