Customer Service at

• 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.

Introduction

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.

• 1980‘s- 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.

• 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.

Background (Contd …)

Singapore girl – an icon of customer service

• Marketing icon – “The Singapore Girl”

• Central idea of the airline’s 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

• 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 Chairman’s Award.”

• SIA regarded training and continuous learning as essentials for providing quality service.

RECRUITMENT AND TRAINING (Contd…)

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 A380’s 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 customer’s 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 P’s of Services Marketing

• Product: SIA differentiate their airline from competitors with excellent in-flight 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.

• 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.

7 P’s of Services Marketing (Contd…)

Provider Gap 3

Conclusion