I can't see the need for execs at the coal face ... the airline has won numerous awards, year after year, and their customer engagement surveys have been overwhelmingly positive.
"You don't get what you expect, you get what you inspect"
You do this to make sure that you stay sharp and up to speed.
LH does the same sort of thing - exec management (there were about 600 of us throughout the Group when I was active) act as touch points for premium customers, either proactively if there's an identified service failure or as a qualified first level support.
Major advantages - customer feels that he/she is being taken seriously, is able to articulate the issue and the exec has the reach to get stuff fixed.