Ryanair appears to be entering a cathartic phase.
As part of its push to improve its image, its chief executive, Michael O’Leary, is asking passengers to give him ideas on how to improve the airline’s customer services.
A suggestion form now features on the Ryanair website for people’s comments. First page, top left, in red: “14 Oct – How can we further improve our services?”
The website has also been redesigned, possibly with a view to eliminating at least some of the ducking and diving necessary to avoid buying things you have never heard of and certainly don’t want. Last July, the Daily Telegraph reported that some 20 clicks of a mouse were needed just to get from booking a flight to the payment screen.
It has also taken on a new marketing manager and made its app free to download.
Mr O’Leary has changed his tune recently. While in the past he appeared to have no hesitation in branding a passenger “idiot” and “moron”, now he wishes to ditch the airline’s “macho” image.
It seems a volte-face from earlier times when he said: "Are we going to say sorry for our lack of customer service? Absolutely not" and "We don't want to hear your sob stories. What part of 'no refund' don't you understand?"
The suggestion box has a cover letter, signed by “Da Boss”, in which Mr O’Leary asks for suggestions, notes they “will be gratefully acknowledged by me” and says “I’m looking forward to hearing from you”.