Singapore Airlines,Airlines Service at its Best Summary:

. The case starts with the launch of SIA and its development in becoming the most customer-friendly airline in the world. The case study is all about the customer service in Singapore Airlines. the emergence of SIA as the world

leader in customer service in the airline industry The case discusses how 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.

CASE ANALYSIS Challenges of the Singapore Airlines are as follows:

Need for the staff who can use their judgement and make considered decision.

In this case the Singapore Airlines was successful because of the following:

The Airlines adopted Three Pillar strategy i.e. providing the customers with superior inflight service, the most modern fleet and outstanding ground service.

Employees of the SIA were well trained and motivated. They continuously monitored the customer satisfaction i.e. both compliments and complaints.

An inhouse service performance index survey continuously tracked SIA service. Recruitment of the employees in the Singapores winding labour market.

Foremost concern was with security, cost and efficiency in terms of luggage handling where the cost required is huge.

SWOT ANALYSIS Strength: Long standing guiding principles such as long term planning, diversified route network and decision to stick to its core competencies. Continuous service improvements. Well trained and motivated employees

 Weakness: . More emphasis is given to develop the soft skills but technical and product knowledge should also be given equal importance. After continuous growth and success SIA felt satisfied with whatever they have achieved and the competitors took the advantage of this. Recruiting the employees in Singapore`s winding labour market was a major challenge

Opportunities: To increses the number of trips Decrese in fairs Provide discount on special ocasion

Threats:. Inflight service was provided by Singapore based staff recruited by SIA but the ground service was provided by handling agents and they were often direct competitors.

E.g. British Airways handled SIA flights at Heathrow Airport. More and More airlines are trying to duplicate the features of SIA`s success

Recommendation

The age barrier for Cabin crew of 25 years should be relaxed for people with experience of more than 5 years.

Along with soft skills such as attitude or style, training should also be technology or product knowledge based.

VIP customers can be given free air travels on special occasions like birthday, anniversary. Record of such dates should be tracked regularly.

Frequent travelers can be given concession for their regular business trips. Like in-flight service, ground service staff should be trained by single organization only to maintain uniformity of services. If for some reason the crew isnt able to resolve the situation, he or she should not hesitate to ask for help from the in-flight supervisor. The in-flight supervisor should not hesitate to apologize in case any problem occurs.