Good customer service can make all the difference when flying across the skies. Well, if you were flying to the Middle East with Lufthansa recently, you may have been delivered just this by the airline’s CEO, Jens Ritter!

Leading by example

Ritter has become the latest executive to lead from the frontline in recent months. The chief of the flag carrier of Germany served as an additional flight attendant to help crew on the way to Riyadh and Bahrain.

Catering to passenger needs, Ritter shared that the move helped open his eyes to the challenges that crew face on board the aircraft. He served business class passengers on the way to Riyadh and shifted to economy during the night return to Frankfurt.

Photos show Ritter posing with the crew, preparing drinks, and serving customers in economy. According to his LinkedIn post, he learned plenty from the experience.

Photo: Jens Ritter/Lufthansa via Linkedin

Ritter shared:

"It was so interesting to address the guests’ wishes individually, to deal with the different energy everyone has. I used to fly as a pilot and so I thought I knew about the challenges a flight during the night entails. But to be present and attentive and charming – when the biological clock just tells you to sleep – was something entirely different. The crew was terrific and welcomed me into their team right away,

"I was astonished how much I learned in these few hours. Deciding things in the office will be different after really feeling the decisions on board. Thank you to the amazing crew, the lovely guests and everyone involved for making this experience possible!"

Photo: Jens Ritter/Lufthansa via Linkedin

While some may perceive the initiative as a PR stunt, Ritter has affirmed that he is keen to address issues that he came across. For instance, when challenged by a commenter about specific actions, he highlighted that he would like to fix the fact that the menu cards didn’t match the food that was delivered.

Across the industry

Ritter isn't the first chief to be spotted working in the cabin in recent months. In May, KLM CEO Marjan Rintel was seen serving passengers on a flight between Los Angeles and Amsterdam.

Like Ritter, Rintel's actions were met with a mixed response from the public. Customers were keen to imply that such officials should be concentrating on other aspects and that they are wasting their time. Meanwhile, others supported the notion, emphasizing that this is what good leadership looks like.

Another CEO spotted working in the cabin recently is Sun Country's CEO Jude Bricker. He went to flight attendant school before working some shifts on the plane in 2021.

More recently, Air New Zealand CEO Greg Foran was seen handling baggage. In January, he attempted to clear a backlog during a time when the airline was facing criticism for misplaced and lost luggage.

Market research

Regardless of the motive, these experiences can go a long way to help management become aware of certain issues and help with the overall decision-making process. Moreover, they can simply put a smile on the faces of the customers and crew.

What are your thoughts about airline executives helping out in the cabin? Have you spotted any CEOs when flying over the years? Let us know what you think of the overall initiative in the comment section.