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Balance 2015 ENG - Customer satisfaction

Important building blocks in this strategy are continuous investments in quality as well as products and services that are even more clearly aligned with individual customer preferences. Therefore, the Lufthansa Group will invest 500 million euros for innovations by 2020 in order to further optimize the quality of its product and services portfolio (see page 6, Innovation – The key to a successful future). Likewise, the aviation company is consistently pursuing its fleet modernization with investments in modern and efficient aircraft with low fuel-burn profiles (see page 28). passengers an excellent service and a significantly improved travel experience. Skytrax, the industry-leading airline rating system, will be evaluating this aspiration by means of a comprehensive audit until early 2016. In this context, Lufthansa has launched the most far-reaching cabin modernization program in its history and will refit its entire long-haul fleet by fall 2015. On its more than 100 long-haul aircraft about 39,000 seats are being replaced, modified or in the case of new aircraft installed at delivery – in Economy Class, the new Premium Economy Class, Business Class and First Class. New travel class Premium Economy Since November 22, 2014, Lufthansa has offered its customers a new travel class: Premium Economy. Its central feature is a new, wider and more comfortable seat that gives passengers up to 50 percent more space. Additionally, each seat has its own armrests, which ensures a more private sphere. The new product is complemented by more comfort and higher-quality service. Premium Economy class seats will in the future represent about 10 percent of the total seat capacity on long-haul aircraft. The Lufthansa Group’s goal is to achieve quality leadership in all market and business segments. At the same time, the Company is working on personalizing its offers more clearly as part of its quality offensive, for example with the project SMILE (see page 14, Digital innovations for a perfect travel experience). The initiatives to improve quality are already advancing successfully at all airlines and companies. For example, Lufthansa Ger- man Airlines stresses its commitment to becoming the first five-star airline in the western hemisphere and to offering all Customer satisfaction The Lufthansa Group will place an even greater emphasis on its customer orientation in all business segments. On this path, a key role is given to the topics of innovation and quality, which are central action fields in the strategic program “7to1 – Our way forward”. Carsten Spohr, in his role as Chairman of the Executive Board, has assumed direct responsibility for the Group’s planned innovation and quality offensive. The new travel class Premium Economy aboard Lufthansa’s long-haul aircraft: In comparison with Economy Class, this seat offers up to 50 percent more space. 62 // Product Responsibility