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    Singapore Airlines

    Uploaded by

    Nimish Newatia
    Singapore Airlines continues its strategy of service improvement to tackle increased competition. The airline focuses on superior in-flight service through well-trained cabin crew, a modern fleet including Boeing 777 and Airbus 380 aircrafts, and outstanding ground service. Key aspects of in-flight service are excellent food and drinks options and courteous hostesses. On the ground, the "Outstanding Service on the Ground" campaign aims to exceed customer expectations. Singapore Airlines also focuses on steady organic growth and maintaining its strong corporate culture.

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    Singapore Airlines

    Uploaded by

    Nimish Newatia
    344 views15 pages
    Singapore Airlines continues its strategy of service improvement to tackle increased competition. The airline focuses on superior in-flight service through well-trained cabin crew, a modern fleet including Boeing 777 and Airbus 380 aircrafts, and outstanding ground service. Key aspects of in-flight service are excellent food and drinks options and courteous hostesses. On the ground, the "Outstanding Service on the Ground" campaign aims to exceed customer expectations. Singapore Airlines also focuses on steady organic growth and maintaining its strong corporate culture.

    Original Description:

    Singapore Airlines HBR Case on Service Excellence

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    Singapore Airlines continues its strategy of service improvement to tackle increased competition. The airline focuses on superior in-flight service through well-trained cabin crew, a modern fleet including Boeing 777 and Airbus 380 aircrafts, and outstanding ground service. Key aspects of in-flight service are excellent food and drinks options and courteous hostesses. On the ground, the "Outstanding Service on the Ground" campaign aims to exceed customer expectations. Singapore Airlines also focuses on steady organic growth and maintaining its strong corporate culture.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    344 views15 pages

    Singapore Airlines

    Uploaded by

    Nimish Newatia
    Singapore Airlines continues its strategy of service improvement to tackle increased competition. The airline focuses on superior in-flight service through well-trained cabin crew, a modern fleet including Boeing 777 and Airbus 380 aircrafts, and outstanding ground service. Key aspects of in-flight service are excellent food and drinks options and courteous hostesses. On the ground, the "Outstanding Service on the Ground" campaign aims to exceed customer expectations. Singapore Airlines also focuses on steady organic growth and maintaining its strong corporate culture.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 15
    At a glance
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    SIA is known for its excellent in-flight service quality and focus on customer satisfaction. It aims to have a young and modern fleet while also providing outstanding service on the ground.

    Superior in-flight service, a modern fleet, and outstanding ground service.

    SIA looks for applicants under age 25 with a positive attitude, good appearance and language skills. Cabin crew undergo 4 months of training involving experimental learning activities to develop service skills.

    Singapore Airlines

    Continuing Service Improvement


    By Todd Jick

    By:
    Nimish Newatia 251169 Dhiraj Kumar 2511
    Diti Garg 2511 Arjun Dua 2511
    Pulkit Malik 251177 Shreya Mahajan - 2511
    Introduction and Background

    Flag carrier of Singapore, with its hub at Changi Airport.

    Flies to 62 destinations in 32 countries

    Slogan: A great way to fly

    High focus on the service quality and overall flying experience


    Unmatched Service Quality

    Consider themselves in service business, rather than transportation business.

    Gourmet food, vintage wines, smiling hostesses and on-board technology key to
    their success.

    Awards and accolades received


    2nd Best Airline in the World (Skytrax)
    Best Economy Class Catering (Skytrax)
    33rd in Top 50 Most Admired Companies (Fortune)
    Best Airline Service 2016 (TLM)
    Best Cabin Crew (Business Traveller)
    SIAs Three Pillar Strategy

    To tackle the increased competition, SIA looks to continuous service


    improvement.

    The major service areas are the three pillars of SIAs goal achievement strategy
    namely:
    Superior In-flight service
    Modern Fleet
    Outstanding ground service
    Superior In-flight Service

    One of the spotlight areas of SIA is excellence in in-flight services.

    Hostesses and stewards go out of their way to fulfill the flyer demands.

    Cabin crew is trained to be highly courteous.

    A variety of multi-course meal and drinks on board.

    In search of this superiority, strict rules made to follow specially for women.
    The Most Modern Fleet

    2007, Worlds largest operator of Boeing 777 planes.


    58 in operation and another 31 either on option or firm order.
    Lower Average of aircrafts 5 Years and 4 Months.
    SIAs fleet is one of industrys youngest.
    2008, Airbus 380 one of the worlds biggest planes.
    In flight entertainment system.
    High speed internet service for a nominal fee.
    Outstanding service on the ground

    OSG Campaign was launched in late 80s.


    Focused on improving service at reservation desks, ticket offices and most
    importantly at each airport SIA flew to.
    OSG Campaign principles:
    Show you care through body language evidencing interest and attention.
    Dare to Care.
    Be service entrepreneurs- By Displaying creativity to exceed customers expectation.
    Motivational seminars, Booster trainings.
    Posters with slogans :
    Go Near, Not Away.
    An Impossible Situation is a Disguised Opportunity.
    A Policy of Steady Organic Growth and
    Strong corporate culture

    A long term vision to be a successful airline.


    Tried to diversify the network, but main focus still remained on aviation and its
    supporting services.

    The main purpose was to retain the individuality

    Part of STAR alliance to offer worldwide distribution to its customers.

    Strong idiosyncratic culture


    Recruitment
    Employee satisfaction leads to customer satisfaction.

    Character modelling and positive mental attitude- essential components for


    a cabin crew member.

    Applicants were judged on following basis:


    Age under 25
    positive attitude towards work,
    good appearance and posture, and
    language skills.

    Personality profile system test- determine service attitude


    Training

    Cabin crew underwent 4 months full time course


    Training involves experimental learning activities.
    Lack flexibility and creativity.
    Transforming Customer Service(TCS)
    TCS resource allocation:
    40% training &motivation
    30% reviewing
    30% creating new products
    The Business And Competitive
    Environment Worsens

    Airlines suffered threat from terrorist attacks, rising fuel prices, the fear of spread
    of diseases such as SARS, rising labor costs.

    In terms of strategic response, airlines fell into three camps:

    Traditionalists

    Old-style entrepreneurs

    Radical entrepreneurs
    Internal Pressures

    The Labor Shortage in Singapore

    Difficult for the airline to recruit the home-grown attendants who had been its main
    marketing tool for the past two decades.

    Maintaining SIAs brand, the Singapore Girl icon.

    The Young Turks

    Lack of dedication and service spirit amongst Singapore youngsters.


    Strategies for Satisfying the Demanding
    Customer

    Strengthen frontline operations to anticipate customer needs especially the


    First class and Business class customers.
    Responding to the Customer: Two
    Approaches

    Underlining the importance of safety , standards and consistency

    Need for staff to use their judgement and make considered decisions
    Thank You

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