How Icelandair uses Pulse Surveys strategically to optimize operations and improve cabin crew wellbeing
Discover how Icelandair, the leading airline in Iceland, uses monthly Pulse Surveys to better understand the feelings and needs of their cabin crew and improve their work schedules. This strategic use of employee feedback has led to actions that have had an impact on a decreased impression of work pressure, an improvement in work balance during peak months, and an increase in energy levels. The Pulse Surveys enable the airline to make data-driven decisions that support the wellbeing of their employees. Read on to see how Icelandair’s commitment to monthly surveys positively impacts their employees, customers, and the organization as a whole.
Icelandair began its journey in 1937 with a single airline in Akureyri, Iceland, growing over 80 years into a major player in the skies. Today, it links Iceland with the world, offering “smooth and enjoyable journeys” across the Atlantic and within Europe. Icelandair shines in using its unique location to connect Europe and North America, with a keen focus on exceptional service. The airline puts a strong emphasis on sustainability, aligning its efforts with the United Nations’ Sustainable Development Goals to make a real difference. The heart of Icelandair’s success is its teams, united by the vision to “bring the spirit of Iceland to the world.”
Iceland has a strong union density. Unions represent wage earners in collective wage agreement negotiations and support employers and authorities’ interests. At Icelandair, this is no different, and within the Flight and Cabin Operations, union agreements are a key part of ensuring that the working hours of pilots and cabin crew adhere to safety and fatigue regulations. These agreements specify various aspects, including block hours, which are calculated from the moment a plane departs the gate until it reaches its destination.
During the COVID-19 pandemic, updates to these agreements required an increase in the maximum block hours for cabin crew. While compliant with union standards, this change met some resistance from crew members. They worried about potential increased fatigue, highlighting the need for a new strategy to better manage crew wellbeing and their schedules.
To address these concerns, Icelandair’s People and Culture team, in collaboration with the Cabin Operations department, introduced monthly Pulse Surveys, called “Cabin Crew Pulses,” in line with the union agreement. The goal was to better understand how cabin crew members feel about their monthly schedules and overall work conditions. These surveys provided the cabin crew with an opportunity to really express how they feel about their workload and how they are coping with it since the last union contract.
Icelandair started rolling out a Cabin Crew Pulse in the first week of each month, asking employees about their experiences from the previous month. The survey is quick and includes only a few questions, a key one being “Are you energized at work?” and takes less than five minutes to complete.
What’s particularly interesting about Icelandair’s approach is their use of Cabin Crew Pulses as a monitoring tool. The surveys allow them to keep a close eye on important metrics and receive monthly data-driven action points directly from their employees. This continuous feedback loop fosters an ongoing conversation between the organization and its people. It makes it easier to address issues as soon as they arise:
I probably didn’t emphasize this enough, but it’s really, really good having Pulses like this. You can act on them immediately, rather than waiting for issues to come up in the themed company-wide surveys that we run a few times a year.
Auður Sigvaldadóttir, People Manager at Icelandair
The open questions in the surveys have been especially impactful. They helped fine-tune crew schedules on longer routes, such as those to the U.S. Initially, crew members were scheduled for an early European flight after minimum rest from the U.S. Although this was allowed by the union and in line with its guidelines, the feedback indicated that the crew preferred more rest between flights.
In response, the Cabin Operations team ensured that the crew coming from the longer U.S. routes were not put on the early morning European flights, but rather later in the day, allowing crew members more rest in the morning. This change was positively received by their employees with respect to energy at work.
To date, Icelandair continues to gather valuable insights through the monthly Pulses. They serve as a strategic tool that enables them to make decisions based on accurate and current data, improving job satisfaction, work-life balance, and operational efficiency.
In addition to the monthly surveys, cabin crew members can submit a ‘fatigue report’ if they experience fatigue on certain flights. This report is then reviewed through a special process to assess their flight schedules and make appropriate changes.
By consistently listening to feedback through the Cabin Crew Pulses and acting on it, Icelandair has refined monthly roster planning, actively addressing the concerns of the cabin crew.
The Cabin Operations team has been conducting these Pulses for a few years. Within just one year, their efforts have achieved remarkable results:
The feedback is regularly reviewed in monthly committee meetings, which include representatives from Cabin Operations, Health Management, and the union. Additionally, Cabin Operations use the feedback in workshops with senior cabin crew members, who oversee the cabin during flights. They discuss open responses and come up with ideas for further improvements.
To address different needs across roles, pilots have initiated a fatigue-focused Pulse Survey to assess straess and fatigue associated with various aircraft types and seasons. This survey helps compare experiences between commanders and copilots, allowing tailored interventions to be developed.
Wellbeing remains a top priority at Icelandair. Monthly Cabin Crew Pulses ensure that practices continually align with the needs of employees, customers, and the broader organization. These Pulses are crucial for decision-making, helping maintain a healthy and responsive work environment:
“The Effectory platform and surveys are a great tool and really good information that we wouldn’t get otherwise.” – Auður Sigvaldadóttir, People Manager at Icelandair
Icelandair knows the true value of feedback. Next to Cabin Crew Pulses, they conduct various other surveys to gather feedback across the organization. This commitment to continuous feedback has helped shape their workplace practices, contributing to their recognition with the 2024 global World-class Workplace award for “Best globally with more than 1,000 employees.”
Learn more about Icelandair’s use of employee surveys from the last time they won in 2021.
