Ryanair’s efforts to soften its image are taking a fresh step with consumers being asked to contact chief executive Michael O’Leary directly with suggestions on how the airline can improve its customer service.

A new online webform has been set up on the budget carrier’s website to allow users to contact O’Leary with feedback.

The webform is the latest in a series of initiatives to further improve its customer service including making its app free to download, the removal of the Recaptcha feature and a new website.

O’Leary said: “Over the past 29 years Ryanair has grown from carrying 200,000 to over 81 million customers annually by offering lower fares, great service and choice to Europe’s travellers.

“No other airline can match our low fares, our on-time arrivals, our tiny rate of cancellations, or lost bags, or our new fleet of over 300 aircraft.

“But we want to keep improving our industry leading customer service and so I’m looking forward to our customers’ feedback via our new online webform, which can be accessed on Ryanair.com.”