Singapore Airlines

Customer Service

Introduction

Best airline service providers in the World The steady improvement of services, market research, training and development of employees, management strategy, consistent quality maintenance, continuous competitors market research are the key factors behind the success of Singapore Airlines Its a Public company since 1972 in Singapore Stock Exchange Wholly-owned subsidiary of the Singapore government through Temasek Hldgs Its expanding route network covers 110 cities in 42 countries now. Having the fastest and youngest growing fleets.

Origin

Began in 1947 as Malayan (later Malaysian) airlines. Malaysian Airlines operated between Singapore, Kuala Lampur, Ipoh and Penang. On 16 September 1963, the Federation of Malaysia was born and the Airline became known as Malaysian Airways Limited. In May 1966, it became Malaysia-Singapore Airlines. In 1972, Malaysia-Singapore Airlines split up to become two entities - Singapore Airlines and Malaysian Airline System.

Conti.

In 1972,SIA set up the Singapore Airport Terminal Services Ltd. As a subsidiary to provide ground service. BY 1979, SIA ranked 9th in the international airline industry, rising rapidly from the 55th position that it had held prior to separation from MAS. The new Singapore Airlines also boasted a new airfreight terminal and a B747 hangar.

Awards & Initiative

Frequent Flier Program and Alliances Incidents and Accidents

World Airline Awards

Destination
Hubs

and

Destinations
Fleet

Facts
Star Alliance member as of April 2000 Frequent Flyer Programme Annual passengers Daily departures Number of Countries served Number of Airports served Hub airport(s) Revenue Passenger Km Sales Revenue (in US$) Number of employees Number of aircraft KrisFlyer 18.2 million 220 34 62 Singapore Changi 93.76 billion 11.93 BUSD 14,156 102

Aircraft types

A380-800, B777-300ER, B777-200ER, B777-300, B777200, A340-500 and A330-300

Updated as of

August 2013

Singapore Girl- An icon of Customer Service

The iconic images and branding of the Singapore Girl was first started in year1968. Sarong Kebaya First introduced by MSA [Malaysia Singapore Airlines.] Specially designed by Pierre Balmain, a French Designer

Singapore Girl- An icon of Customer Service

MSA ceased operations on 1st October1972 and Singapore Airlines took over as its successor. In 1972 Pierre Balmain was hired by Singapore Airlines to construct and update the Malay Sarong Kebaya In April 2001 , the shoes were replaced by Pierre Balmain designed safety shoes .

Singapore Girl- Global icon

There are 4 Kebaya colors that represent the ranking of the Singapore Girl

BLUE Flight Stewardess GREEN- Leading Stewardess REDChief Stewardess PURPLE- In-Flight Supervisor

The Male Flight attendant, in contrast, wears light blue business jackets and grey trousers . The following four jacket colors distinguish male cabin crew:

LIGHT BLUE Flight Steward SKY BLUE Leading Steward NAVY BLUE Chief Steward GREY SUIT In-Flight Supervisor

Singapore Girl-Commercial Branding

The Singapore Girl has a visual trade mark and brand for Singapore Airlines The Singapore Girl is said to engender ASIAN VALUES AND HOSPITALITY The Singapore Girl has been described as CARING, WARM , GENTLE , ELEGENET & SERENE

In-Flight Service

Best Food International Wine Tasters Personal Attention Service minded attitude Ready to do attitude Small Water Bottles Comfortable bed

Privacy Partition for business Class Writing Facilities Entertainment System ((like Krisworld and WISEMEN)) In-seat Telephones Free of charge seat to seat calls Email and Web services

Ground Service

Computerized reservations Check in through Fax and Telephone Internet Check in Online services Tracing lost baggage E-Ticketing

Frequent Flyer Program Free flights to any destination Recruiting the right people Train them properly

Focuses on the ground staffs performances and attitudes with special attention. Staffs are free to take right decisions at right time.

Recruitment and Training

4 training centers: Cabin Crew, Flight Operations, Commercial Development and Management Development. Very selective in employing applicants. Age : below 26 years. Focus on social behavior. Continuous training of staff is done for motivation and performance improvement. Rewarded with increased pay

Customer Service remains the focus

SIA always made sure that better service was available to its passengers. 1st airline to use advanced Airbus A380s into service.

Conclusions
SIA focus on customer expectation and work beyond expectations. Maintain a good and healthy work culture. SIA facing difficulty supplying high quality labor at low costs. SIA has to focus on other parameters also like technology, infrastructure, high cost structure etc.