In My Perspective by Rafael Alonso

TAM’s passionate and visionary creator was not just a customer, he was also a dear friend for nearly 20 years

I always keep in my wallet a small, red and white card listing the Seven Commandments of TAM next to a picture of its founder Rolim Amaro. I look at it from time to time and always think how proud he would be of his company if he was with us today. It is hard to believe it has been 10 years since he passed away.

TAM’s passionate and visionary creator was not just my customer, but he was also my dear friend of nearly 20 years. I learned a lot from Rolim on running a business and motivating employees, but most of all, I was, and still am inspired by his incredible humanity.

I can remember starting to follow TAM about 30 years ago. From a small operator receiving its first turbo-props in 1976 to being the launch customer of the A330 in 1998 to becoming one of the largest international airlines in the world. I’ve watched TAM grow into a fleet of more than 150 aircraft, 95 percent of which I am proud to say are Airbus. Throughout all this, Rolim was a constant believer that TAM was a company that had no limits and was adamant about establishing a company policy with two golden rules: 1) The customer is always right, and 2) If the customer is ever wrong, refer to rule no. 1. In fact, I recommend a fantastic book on Rolim’s life and business philosophy called “O Sonho Brasileiro” (“The Brazilian Dream”), written by Thales Guaracy.

So on TAM’s 35th Anniversary, I salute the Amaro Family -- my dear and respected friends Noemi, Maria Claudia, Mauricio and João -- who continue to play a critical and active role in the airline’s management, and the TAM employees who are a testament to keeping the “Spirit to Serve” alive each day.

With more than 30 years in the aviation industry, Rafael Alonso is the Senior Vice President of Airbus Customer Affairs for the Latin America and the Caribbean region, responsible for all Airbus commercial activities and customer relations in more than 40 countries.

Noemy Amaro and Comandante Adolfo Rolim Amaro of TAM and Rafael Alonso of Airbus at the airline’s first A330 celebration in March 1998. Photo: Courtesy of TAM