Customer Service(Week 12)

Innovation, best technology, genuine quality and excellent customer service are SIA branded product and service differentiation strategy.

SIA cabin crew consist of both male and female and which the female are known as 'Singapore Girl'. The female are dressed in Malay sarong kebaya as the uniform. The uniform later became one of the most recognized signatures of the airline.

The Singapore Girl strategy turned out to be a very powerful idea and has become a successful brand icon. The Singapore Girl encapsulates Asian values and hospitality, and could be described as caring, warm, gentle, elegant and serene. It is a personification of SIA's commitment to service and quality excellence.

This has allowed Singapore Airlines to be highly selective in the recruiting process for talent. Singapore Airlines runs one of the most comprehensive and rigorous training programs for cabin and flight crew in the industry to make sure the SIA brand experience is fully and consistently delivered.

To support its service excellence strategy, SIA adopts a rigorous quality control system and process for staff recruitment and selection, and a rigorous training and service policy

SIA do this with a customer centric approach including attention to passenger preferences on food. Their staff are always warm and courteous. SIA also uses technology to significantly improve reservations, checking-in and frequent flyer programs.

Passengers are treated to excellent food, served with lots of smiles, warm towels and attention to details. The airline provides all passengers, regardless of class with cocktails, fine wines, and in-flight movies at no extra charge.

Serving customers on the airplane is SIA’s core process, which translate customers’ payment into value and utility. In-flight service includes serving customers with food and drink, providing them with information on anything asked, providing customers with blankets, assisting them with the carry-on luggage, and a host of other assistance. Ground services include ticket sale, seat reservation, checking in, baggage handling, etc.

The merits of their exceptionally excellent services provided to their customers are that they are easily distinguisable. Customers will be able to associate excellent customer service quality with SIA easily. Other than that, customer loyalty can be gained and SIA can also build long term relationships with our customers and that we will be able to gain more profits in the long-run.

Other than that to provide more convenience for the customers, SIA also provide online services. On their website, there are many information to help guide any consumers that have any enquiries.

Excellent customer service can also be beneficial for employees as it stimulates initiative,promotes learning and teaches them responsibilities.


Done by Tiffany Sim