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Brand behaviour

Why Brand Behaviour

Our Behaviours are the concrete manifestation of our values and personality.

 

The values of a person or company are not tangible. They are the inner drivers that determine behaviour.

 

Behaviour is the outward expression of our values and personality. It is not abstract, but concrete and observable – What a person (or a company) says or does.

 

The observed behaviour determines the image of our brand and our values, and it is therefore crucial that our every-day behaviour and the engagement with colleagues and external stakeholders are aligned and reflective of our values.

 

This document provides behaviour guidance and should help you to understand how to act and communicate in line with our values and the Airbus brand.

Our values and how they impact our behaviour

Each of our 6 values leads to a set of key behaviours. They reflect the Airbus brand and help bringing it to life.

These behaviours create the foundation to work together as one united team and strengthen our brand every day.

  1. We are One / Team Work!
    We act as one committed team.
    We collaborate across all levels.
    We communicate with an open mind.
  2. Customer Focus
    We always put the customer first.
    We find solutions to their needs.
    We listen actively.
  3. Reliability
    We take ownership.
    We are commited.
    We keep our promises.
  4. Respect
    We treat everyone without prejudices.
    We communicate in a positive manner.
    We embrace diversity.
  5. Integrity
    We are honest and authentic.
    We stay true to our values.
    We eradicate unethical behaviours.
  6. Creativity
    We are open-minded at all levels.
    We encourage to look for a better way.
    We find solutions to emerging challenges.

Our personality shapes how we communicate

Our brand values and purpose are supported by our brand personality that makes our ideas interesting, ownable and distinctive.

Our personality reflects what we think and do, it guides our visual and verbal expression and influences how we speak.

There are three strands to our personality that inform our overarching brand story and shape the way we communicate - Inspiring and Passionate, Determined, Pioneering and Entrepreneurial.

  1. Inspiring and Passionate
    We talk in a positive and engaging way.
    We belief in what we do and show this.
    We tell stories with authenticity and honesty.
  2. Determined
    We talk in a clear and concise way.
    We speak with certainty and show commitment.
    We are succinct and avoid long-winded sentences.
  3. Pioneering and Entrepreneurial
    We talk in a bold and dynamic way.
    We aren’t afraid to express an opinion or thought.
    We communicate with ambition and drive.

 

Addressing external audiences in Germany and France:

When talking to external stakeholders in Germany and France we generally use the formal form: Sie (German) / vous (French). The only exceptions are messages that address particularly young target audiences such as apprentices or when communicating via certain social media platforms such as Facebook.

Acting according to our values

What do the values imply for real life situations and how to act accordingly? Four perspectives are key to this:

Acting Accordingly

Over the phone – making our values matter

How to prepare – getting ready for a good start

  • Be positive
    For many callers you are the first touchpoint with Airbus – make it a positive experience for them.
  • Start friendly and precise
    Start the call with a friendly greeting, followed by your name and “Airbus name of department – how can I help?”
  • Make it personal
    Identify the caller’s name and then address him/her by name when appropriate.
  • Identify language need
    Ask if the caller prefers to speak your language or English.
  • Focus on solutions
    Identify caller’s needs and act upon it.
Over the phone 1

How to communicate – exchanging information

  • Rely on the script
    Following a telephone guideline may help you to provide callers with the information they need.
  • Know the offer
    Make sure you are familiar with all information that are typically requested from you. Continue to learn from new requests and extend your knowledge.
  • Be professional
    During the conversation, use a polite, professional tone and avoid excessive use of fillers like “ummm” “you know” and others.
  • Be clear and concise
    Provide clear answers and messages. Use simple words and phrases. Don’t use overly complex vocabulary or jargon.
Over the phone 2

How to engage – interacting with stakeholders

  • Listen and help
    Be open to questions at any time and try to find a solution to all requests. Be accommodating.
  • Act with integrity
    Rely on honest answers. Communicate in a positive, respectful language.
  • Open up more contact options
    If the caller has specific requests, wants to come back to requests later or needs further assistance, offer support via mail, providing our mail address helpdesk@airbus.com
  • End on a positive note
    Thank callers for their interest and getting in touch. And wish them a pleasant day.
Over the phone 3

How to handle conflict – mastering difficult situations

  • Respect the problem
    Be attentive to unsatisfied callers. Understand the nature of the problem and what it is about.
    Investigate how to solve it.
  • Be clear on priorities
    Try to find a suitable solution to the given situation. If there is no immediate solution, communicate that clearly.
  • Trust in the team
    Engage team members to support you in difficult situations.
Over the phone 4

At the reception – making our values matter

How to prepare – getting ready for a good start

  • Dress professionally
    Identify yourself as part of the Airbus team by wearing appropriate work clothing.
    We recommend to wear long trousers or skirt, a white or dark blue shirt and closed shoes.
  • Prepare the check-in
    Prepare visitor passes before visitors are arriving where possible.
    If appropriate, make sure visitor-books to sign-in and pens are available.
  • Keep it clean
    Make sure the reception area is always clean and tidy. Keep it free of trash, avoid storing items like boxes or files within eyesight. No personal items should be visible either.
  • Ensure a positive start
    For most visitors, you are the first touchpoint with Airbus – make it a positive experience for them,
    e.g. by addressing them by their names if possible.
  • Implement sign-in rules
    Ensure all visitors sign in. Help storing their luggage or coats where appropriate.
At the reception 2

How to communicate – exchanging information

  • Know the premises
    Be sure where visitors can find restrooms and other services they may ask for.
  • Know the facts
    Make sure you are familiar with all relevant information, so that you can respond to upcoming questions and requests quickly.
  • Be attentive
    Always acknowledge new arriving visitors. Greet them immediately upon arrival. If you are on the phone, make eye-contact.
  • Be respectful and open-minded
    Treat every visitor with attention and respect – anyone from any walk of life.
    Be mindful of cultural aspects, e.g. who to greet with a handshake, how to hand over and receive business cards etc. (for more details use the Protocol Navigator)
  • Speak as member of team
    Enhance the aspect of team by talking in plural whenever it makes sense – otherwise use “Airbus”.
At the reception 2

How to interact – engaging with visitors

  • Listen and help
    Be open to questions at any time and try to find a solution to all requests.
  • Act with integrity
    Rely on honest answers. Communicate in a positive, respectful language.
  • Be respectful and open-minded
    Treat every visitor with attention and respect – anyone from any walk of life.
  • Ensure a positive farewell
    Acknowledge when visitors are leaving. Take visitor passes back and return coats and luggage if appropriate.
    Say good-bye and wish them a pleasant day.
At the reception 3

How to handle conflict – mastering difficult situations

  • Respect the problem
    Be attentive to unsatisfied visitors. Understand the nature of the problem and what it is about.
    Investigate how to solve it. If appropriate, pro-actively inform Corporate protocol.
  • Be clear on priorities
    Try to find a solution suitable to the given situation. If there is no immediate solution, communicate that clearly.
  • Stay true to check-in requirements
    Be open for new situations but draw the line very clearly when they become destructive or pose a threat to security.
  • Trust in the team
    Engage team members to support you in conflict situations.
At the reception 4
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