Singapore Airlines

BACKGROUND SIA started off as “Malayan Airlines” in 1947. In 1963, the airline was renamed “Malaysian Airways "and in 1966, as “Malaysia-Singapore Airlines” (MAS) In 1972 split of the airline into two new airlines- Malaysian Airlines and SIA SIA took up all the international routes In 1973, SIA set up the Singapore Airport Terminal Services Ltd (SATA) as a subsidiary to provide ground service. By 1979 it ranked ninth in the international airline industry, rising rapidly from the 55th position By 1981,it carried 4 million passengers a year, twice as many as it carried five years before In 1992, SIA created Silk Air as its subsidiary for passenger services in regional areas of Southeast Asia SIA was committed to operating young and modern aircraft. Passion and motivation of the employees- “staff ideas in action”

Summary SIA used every opportunity to improve its customer service on ground, by using improved technology. Reservations Check-in services Online information on flight status and schedules Introduced the electronic ticketing in October 1997 Frequent flyer program – Krisflyer

Conti…. SIA’s differentiation strategy was based on in-flight service. Best food served with warm smiles Personal attention Gave its First class and Raffle (business) class passengers an opportunity to have their preferred dishes on the journey, on prior notice to the airline SIA crew always had a “ready to do” attitude and they went out of their way to satisfy passengers The seats were designed to be comfortable and restful The airline also provided sleeper suits and toiletry kits for a comfortable journey.

Conti… Writing facilities were also provided Passengers could also read news and other interesting topics from a varied selection of magazines and newspapers. The airline also introduced an entertainment system called Krisworld On September 15, 1997, SIA launched a new entertainment system -WISEMEN - which offered the passengers a choice from 15 movies, 20 short features and about 50 CD’s on its Singapore-Tokyo flight. In-seat telephones which could be used to make calls anywhere in the world.

Customer Interface Fulfillment and support(competes, services) Quality Control System ,training 1 flight attendant-22 seats, instant noodles In flight entertainment Information and Insight Relationship dynamics Pricing structure

Present Scenario

Superior customer service is how SIA differentiate itself… SIA Operating Profit Upto 2012: Installation Cost Of The Space Bed: Projected Break-even Time: Commitment And Devotion To Customer Service Innovation/Branding: $985million $105million 21months Priceless

In-Flight Services Ground Services Service Recall Customer Delight Over the years, Singapore Airlines has gained recognition for its excellent customer service. It stressed innovations in its in-flight and its ground services. What role do such innovations play in the success of a company in the service industry? In-Flight Services Personal Attention To Each And Every Customer Proffered Dishes For First Class And Business Class Passengers Comfortable Seats And Entertainment Facilities Provide Best Food Ground Services Telephone Services Electronic Ticketing Krisflyer Internet Check-In Services Service Recall Customer Delight Loyal Customers

SIA developed a clear company vision of “excellence in service” in the organization. It also emphasized the proper recruitment and training of its staff to maintain its service standards. Explain the importance of recruitment and training for the success of a service organization? Crew Staffs Must Be Below 26 Years Of Age And Are Selected Through 3 Stage Interview Process The Selected Batch Under Went A 4 Month Rigorous Training Course Aimed At Providing Gracious Service Which Reflected Warmth And Friendliness The Stewardesses Were Trained In Safety Measures And Were Given Beauty Tips As Well. The Training Sessions Included Lessons On The Art Of Conversation And Also Imparted Knowledge Of Good Food And Fine Wine An excellent job by any staff member was rewarded with increased pay and any act of exceptional customer service in unique situations was awarded “The Deputy Chairman’s Award”

When SIA was launched, its managers looked for a service differentiation strategy. The creation of the iconic “Singapore Girl” was successful in differentiating the airline from its competitors on the basis of its in-flight service. How can a service organization create differentiation, and how does a differentiation strategy help in the success of a service organization? At the heart of SIA’s service reputation was the Singapore Girl, the idealized version of SIA cabin attendant. The icon was recognized worldwide for delivering “a standard of in-flight service even other airlines talk about. SINGAPORE GIRL” The care and attention that Singapore Airlines gives its customers, symbolized by the Singapore Girl, has earned the airline many industry and travel awards, including Conde Nast Traveller's "Best International Airline" award in 19 out of the last 20 years. SIA translated the advertising image of the Singapore Girl into reality through a rigorous process of recruitment and training.

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