To better serve its customers, Air China has launched a new toll-free call center in Europe, started in February 2007. The new service is customized not only for a variety of passenger needs, but also for business customers and partners in Air China's distribution channel.

The new service, accessible by dialling +800 86 100 999, will be available to callers in six major languages: English, German, French, Italian, Russian, and Chinese. By using the call center, Air China customers will enjoy general enquiries support, ticket booking and sales service, frequent flyer service, and immediate attention to other customer issues. A team of around 30 people serve the Air China's customers. Air China's Beijing Headquarters and European offices allocated qualified trainers for the implementation of this service center. The training lasted for two months, with intensive courses given in general airline knowledge, Air China customer service processes, the use of the reservation system, etc. For the ongoing phase, Air China will allocate support on a rotating basis from their specific country offices in Europe to improve the quality of services as well as to help the front end service staff better understand the customers from different markets.

The free call center service started in Germany at the beginning of February and will progressively extend country access to the UK, France, Italy, Russia, Sweden, Austria, Spain, Ireland, Finland, Denmark, Hungary, Norway, and Switzerland between now and March 2007. Air China's newly founded European Headquarters is responsible for the management of this service center, while Beijing plans the strategic development.

"Air China sees the European market as the most important part in our strategy to shift to a carrier of international reputation", says Mrs. Zhang Lan, Senior Vice President of Air China. "With the repositioning of itself, Air China's aim is not only to serve as the first choice provider for Chinese travellers, but also to attempt to attract high-class European customers. The services will therefore be consolidated and improved in order to upgrade the infrastructure and enhance passengers' comfort. Air China is also considering the implementation of multiple channels for ticket reservation and sales to meet the customer demand."

This free service is available simply by dialling the relevant European country's international access code and then Air China's 800 toll-free number (+800 86 100 999).