Being part of Air Canada is to become part of an iconic Canadian symbol, recently ranked the best Airline in North America. Let your career take flight by joining our diverse and vibrant team at the leading edge of passenger aviation.
This position may be location in Montreal or Toronto.
Service design is the difference between being a great airline and being the world’s best, transforming every moment into a reason for customers and employees to choose Air Canada, again and again.
The Specialist, Behavioural Service Design is a key enabler within Air Canada’s unified service design ecosystem, strategically shaping and implementing signature frontline behaviours and micro-interactions that embody our distinctive “Air Canada-ness.” Collaborating with frontline leaders across all customer-facing branches, this role develops behaviour and recognition frameworks and adapts them into playbooks and tools that drive consistent, emotionally resonant customer interactions and employee engagement. These frameworks are tailored to employee needs and fully aligned with enterprise service standards, ensuring a unified and elevated experience at every touchpoint.
As a key part of Air Canada’s service design ecosystem, this role ensures that behavioural standards are harmonized with enterprise-wide experience principles, enabling the organization to deliver a unified and elevated service culture at every touchpoint. The work is commercially sensitive, directly tied to brand reputation and loyalty, and is critical to Air Canada’s ambition to become the world’s best airline.
Responsibilities:
- Define and lead the development of behaviour frameworks and micro-interaction standards for key customer touchpoints, ensuring strategic alignment with Air Canada’s service identity and enterprise experience principles.
- Model and embed empathy, tone, and micro-interactions tailored to each customer touchpoint, driving innovation and differentiation in customer experience delivery.
- Translate behavioural insights into advanced coaching tools and recognition criteria, influencing frontline leadership practices, employee engagement, and service culture transformation.
- Develop, implement, and continuously improve playbooks and guidelines for frontline leaders, supporting the adoption, sustainment, and scaling of signature behaviours across the organization.
- Partner with frontline leaders to co-create and refine behaviour frameworks, fostering a culture of collaboration, continuous improvement, and operational excellence.
- Design and execute controlled pilots with measurable outcomes, leveraging data and feedback to inform strategic decisions and scale successful practices enterprise-wide.
- Create comprehensive behaviour playbooks and observation checklists, ensuring consistency, adaptability, and traceability across diverse operational contexts and evolving business needs.
- Develop recognition criteria aligned with service identity, driving employee motivation, reinforcing desired behaviours, and supporting Air Canada’s brand reputation.
- Maintain and enhance behaviour standards within the service design system, ensuring ongoing relevance, integration, and harmonization with enterprise-wide experience standards.
- Collaborate with Safety and Operations teams to ensure compliance with regulatory and operational standards, proactively managing risks and supporting organizational objectives.
- Work with the Service Consistency and Standards team to design and implement measurement frameworks for adoption and adherence of behaviour frameworks, enabling data-driven management and continuous improvement.
- Analyze and report on the impact of behaviour frameworks on customer experience and operational metrics, leveraging insights from CX Insights and Service Consistency teams to inform executive decision-making.
- Facilitate feedback loops with frontline teams, driving continuous improvement, responsiveness to evolving customer needs, and alignment with strategic goals.
- Document and version behaviour components in the design system, ensuring traceability, adaptability, and scalability for future requirements and best practice sharing.
Qualifications
- Bachelor’s degree in Service Design, Behavioural Science Human-Centered Design, or a related field required.
- 5-10+ years in service/behavioral design.
- Experience in behavior change programs with measurable outcomes.
- Applied experience in the hospitality or airline industry is a strong asset.
- Strong facilitation and co-creation skills.
- Comfortable with pilots and basic statistical analysis.
- Excellent storytelling and artifact creation skills.
- Knowledge of safety and operational constraints.
- Ability to translate insights into actionable tools.
- Strong collaboration and communication skills.
- Demonstrate punctuality and dependability to support overall team success in a fast-paced environment.
Conditions of Employment:
Candidates must be eligible to work in the country of interest, at the time any offer of employment is made and seeking any required work permits/visas or other authorizations which may be required is the sole responsibility of the candidates applying for this position.
Linguistic Requirements
Based on equal qualifications, preference will be given to bilingual candidates.
Diversity and Inclusion
Air Canada is strongly committed to Diversity and Inclusion and aims to create a healthy, accessible and rewarding work environment which highlights employees’ unique contributions to our company’s success.
As an equal opportunity employer, we welcome applications from all to help us build a diverse workforce which reflects the diversity of our customers, and communities, in which we live and serve.
Air Canada thanks all candidates for their interest; however only those selected to continue in the process will be contacted.
