I'm always hesitant to use the number of complaints as the sole performance indicator.
There is something else that struck me. In 2010, we conducted an audit of the services Air Canada offered to travellers in both official languages. In 2015, we followed up on the recommendations made further to that audit and found that just one of our twelve recommendations had been implemented.
I can't speak for Air Canada, but I can tell you what I observed.
First of all, a considerable investment and a real effort were made to provide in-flight services in both official languages on all Air Canada flights to Vancouver during the Olympic Games, regardless of travellers' departure point. I had hoped this investment and effort would greatly improve service. Our audit showed, however, that employees thought this rule applied during the Olympic Games only and that they didn't have to apply it after the Olympic Games. When I raised this with the board of directors, they told me that they had never said that. Yet this was the message that employees understood. I think this points to a lack of communication.
Sometimes those requesting service in French are greeted with disdain, contempt or a lack of respect, and it is often this lack of respect that triggers a complaint. Most people will shrug their shoulders and say, that's the way it is, and nothing will change. When they are unfairly treated though, they react.
The Air Canada communiqué refers to a survey showing that 94% of customers surveyed were satisfied with the level of bilingual services. As I said, I am hesitant to rely on percentages. Air Canada did however want to use these percentages. Of a total of 42 million passengers, 6% means that 2.5 million passengers were not satisfied. It does not indicate whether francophones or bilingual passengers were surveyed. It does not say. According to Air Canada's own figures, a considerable number of passengers are not satisfied with the level of bilingualism.