Introduction

Focuses on customer service in Singapore Airlines. Emergence of SIA as the world leader in customer service in the airline industry. Begins with the launch of SIA and its progress in becoming the most customer-friendly airline in the world. SIA differentiated itself from other airlines based on superior customer service, both in-flight and on the ground. The case emphasizes SIA's efforts to develop consumer perception as the world's most preferred airline.

Role Model Of Airline Service Industry

Focus on Customer Satisfaction.

Constantly Brought innovation to attract new Clients.

Not Just To Satisfy Customer But to Delight them.

Awards
Airline Of the Year Best trans Pacific Airline

Worlds Best Service Award

Best long Haul Airline Best First Class Best Economy Class Best Foreign Airlines Best Crisis Management

Background
1947 - Started off as Malayan Airlines. 1963 - Federation of Malaysia renamed it as 'Malaysian Airways'. 1966 - Malaysian-Singapore Airlines (MAS). 1972 - Split of airline into two new airlines Malaysian Airlines and SIA.

1973 - Set up Singapore Airport Terminal Services Ltd (SATA).

1978 - Cargo services to San Francisco were started and by 2001 a separate subsidiary SIA Cargo Pte Ltd was created. 1980s- Many cities were included among its routes and by 1981 it carried 4 million passengers. 1985 - SIA's shares were listed on the stock exchange.

Background (Contd )
1992 - SIA created SilkAir as its subsidiary for passenger services in regional areas of Southeast Asia. 2000 - SIA became a member of worldwide star Alliance. SIA was committed to operating young and modern aircraft.

Passengers preferred new planes to older ones as they considered them safer.
Culture of quality service in the organization.

''Staff Ideas in Action program.

Singapore girl an icon of customer service

Marketing icon The Singapore Girl

Central idea of the airlines marketing

Strategies
Positive marketing icon

In-Flight Services
Provided best food with warm smiles. International wine tasters. Passengers treated with personal attention. Opportunity to have preferred dishes during journey. Ready to do attitude. Small water bottles offered to customers. Seats designed to be comfortable and restful. Varied selection of magazines and newspapers. Krisworld WISEMEN In-seat telephones Free of charge seat-to-seat calls Fax facilities Email & Web services

Ground Services

Check in facility
Quick reservations

Additional benefits
Enhanced service culture

RECRUITMENT AND TRAINING

1 flight attendant for every 22 seats

The cabin crew had to be less than 26 years of age Selection and recruitment of the crew was done through a very selective three-stage interview process Training aimed : Service which reflected warmth and friendliness. Safety measures. Were given beauty tips as well. Sessions included lessons on the art of conversation. Imparted knowledge of good food and fine wine

RECRUITMENT AND TRAINING (Contd)

SIA had four training centers: Cabin Crew. Flight Operations Commercial Development Management Development
Classroom lessons, on-the-job training, simulations were also used to train employees. Rewards with increased pay and any act of exceptional customer service in unique situations was awarded The Deputy Chairmans Award. SIA regarded training and continuous learning as essentials for providing quality service.

Customer Service Remains the Focus

Always make sure better services are provided to passengers than the one provided by competitors.
First airline to put the advanced Airbus A380s into service.

Continual scope for improvement.

Improve services and keep innovating constantly with changes in consumer demand.

Services Culture
Understanding the needs and wants of its customers by help of research to capture customer insights.

Shift from core services to augmented products/services.

Service in SIA becoming a culture. Consistency of quality across the organization. Allocation of larger portion of resources for training, to build competency. Training emphasized on soft skills. Supporting the services culture is the company policy that promotes decision making by staff in handling customers requests. SIA developed various methods of service quality measurement so the company could keep track of what service level they have achieved, and areas need improvement.

7 Ps of Services Marketing
Product: SIA differentiate their airline from competitors with excellent inflight services. Price: SIA pricing has been perceived as worth the value by the customer but still competitive with other airlines. Place: SIA have covered major cities in Asia, Europe, America and Australia. Promotion: The Singapore Girl campaign was a great success in projecting the experience in flying with SIA. The ad triggered a high level of recall, even higher than 40 other airlines advertisements. Process: SIA continuously improve all the service process. SIA spend 30% of resources in the products and service area to constantly reviewing systems and procedures.

7 Ps of Services Marketing (Contd)

People: SIA conducts intensive training for new aircrew and refreshment training for existing aircrew. SIA empowers staff to make on the spot decisions in servicing customer. Physical Evidence: SIA constantly replace old aircraft with the new ones, provides personalized entertainment in economy class, and innovative seat beds for premium passengers. SIA increase the value of the service by providing the right physical environment.

Provider Gap 3

Conclusion