APEX in Profile: Tetsuo Fukuda
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Tetsuo Fukuda
Executive VP, Member of the Board
CS and Products Services and Corporate Planning
All Nippon Airways
Tetsuo graduated with a BA in economics from Kyushu University in 1979 and from Harvard University’s Kennedy School with an MBA in 1988. After joining ANA in 1979, he held positions in multiple departments, including Sales, Human Resources and Public Relations. He is now responsible for developing strategies for ANA’s global competitiveness and promotion of customer satisfaction.
FAST FACTS
Location: HND and NRT
IFE Standby: Movies and musical programs
Favorite Hotel: The Kitano in New York
Suitcase Brand: Rimowa
If you weren’t doing your current job, what would you love to be doing?
Working in the hotel industry. I want to work up from the bottom. More than 30 years ago, I read Kane and Abel by Jeffrey Archer and learned the complex art of running a hotel and the importance of maintaining employee morale. The process of employees with different responsibilities and duties creating one product is similar to what we do in the aviation industry. About three years ago, I also read and enjoyed Peak by Chip Conley, who is the owner of a San Francisco hotel.
What’s the one item you can’t travel without?
A few books and an iPod. I believe the airplane cabin and hotel bed are the best places to read. When I wake up in the middle of the night due to jet lag, I won’t be recklessly checking my watch, peeking outside through a gap in the hotel curtain, or sighing in boredom as long as I have my books and music. However, I need to be careful with the number and type of books I carry. You don’t want to carry too many books or business-related books only. I prefer the 50/50 ratio between my business and nonbusiness books.
Consistency is something we, as the operators in the service industry, continuously strive to achieve.
What do you think is the most overlooked aspect of the passenger experience?
Consistency is something we, as the operators in the service industry, continuously strive to achieve. From pre- to post-boarding, our product and services have multiple contact points with our customers. In those scenarios, it is the challenge for all of our employees to offer a high level of hospitality, which should exceed expectations. If we fail on one occasion, that could damage the customer’s entire experience and thus their viewpoint of ANA.
What’s the most efficient way to pack a carry-on suitcase?
Not to let my wife help me. Otherwise, she would pack the stuff I don’t need, like a facial mask or extra set of underwear. Another thing is to pack when you are sober, lol.
Did you choose the airline industry or did it choose you?
When I graduated from college, ANA was at the top of my list in terms of the companies I would want to work for. The airline industry is often described as “the Arctic industry” due to its low profitability. I think wages are relatively low compared to other trades, too. But I have never doubted that I chose the right occupation. Why? Because our employees from the various departments create one product together, and we can see how customers enjoy our product.
What’s the best meal you’ve ever had during a flight?
I can say that ANA serves the best Japanese food in flight. Our Hakata Ippudo Ramen, which we spent three years developing with Hakata Ippudo, is massively popular. I love Ssambap, offered by Asiana Airlines. It is not only a traditional Korean dish, but also delicious and healthy, full of vegetables. A while ago, I used to enjoy the vegetarian meal by British Airways. I am not a vegetarian, but I was touched by its flavor and beautiful presentation.
Biggest challenge you’ve ever overcome at work?
When I was transferred to the UK as a sales manager, the company management told me to discontinue the London flight and come back to Japan right away if I could not increase its sales. During the five years of my tenure, we were able to quadruple them. ANA is a tough-love kind of company.
Two things that you miss most about home when you’re traveling?
My wife’s smile, and the beer after the shower when I come home.
Something only people working in the airline industry would understand?
Airplanes consist of three million parts and they are made by hand, so to speak. Therefore, maintaining them is an art which requires great care. The ANA Group deploys about 5,000 mechanics every day in order to provide safety and the best-conditioned airplanes.
Your top three films of all time?
The Seven Samurai, released in1954, directed by Akira Kurosawa. It is an old movie, but it teaches everything you need to know about leadership. Sunflower, released in 1970. Airlines are the most affected when peace is disturbed. But they can contribute greatly to world peace by assisting nations and people to communicate.
Close Encounters of the Third Kind, released in 1977. I watched it when I was in high school. It affected me greatly to choose the airline industry as my occupation.
What is your favorite airport?
FRA. Frankfurt is one of the biggest airports in the world. At each gate, they offer complimentary coffee. This is a great service, which provides a sense of comfort for those who fly long distance or wake up early to travel.
You favorite aircraft?
B787. I am not saying this because ANA is the launch carrier and the biggest operator of the aircraft. As you may know, the Dreamliner offers high in-cabin air pressure and humidity, which makes a huge difference in terms of the cabin comfort during long-haul flights. Many of our cabin attendants say that they are less fatigued when they work on board the Dreamliner. The higher air pressure eases the discomfort in the ears while ascending and descending. I seldom hear small children crying from ear pain on the Dreamliner.