Customer Service at Singapore Airlines
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Case Details:
Case Code : MKTG066
Case Length : 9 Pages
Period : 1972-2003
Pub Date : 2003
Teaching Note : Available
Organization : Singapore Airlines
Industry : Aviation
Countries : Singapore
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Service Excellence Contd...
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Over the years, SIA has become a role model for "service" in the airline industry. From the very beginning, it had focused on customer satisfaction as its highest priority. It constantly brought about innovations in its service to retain its existing clients and to attract new customers.
SIA tried not just to satisfy its customers, but to "delight" them. SIA won many awards for its continuous efforts to maintain service standards, both in-flight and on the ground. It was awarded the "Airline of the Year" and "Best Trans-Pacific Airline" awards by OAG (UK) in 2003 and the "World's Best Service Award" by Travel & Leisure magazine (US), in the same year.
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In the preceding years it won awards in several categories such as "Best Long-haul Airline," "Best First Class," "Best Economy Class," "Best Foreign Airline," and "Best Crisis Management". SIA was the airline that initiated the focus on customer service in the airline industry.
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In 2000, in a study on airline reputation by the Reputational Institute (a private organization researching corporate reputations) and Harris Interactive (a global Internet research firm), SIA topped the list of international airlines in the categories of safety and trust, customer service and food.
(Refer Exhibit I) Analysts felt that SIA's superior customer service has been the primary reason for its profitability over the years (Refer Exhibit II). SIA was profitable right from its inception. Though its fares were higher than that of its competitors, passengers did not mind paying a premium because of its exceptional customer service... |
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