Case analysis: SIA’s services culture

8 Agustus, 2008

Like automobiles, in the early phase of the airlines industry, airlines were regarded as the provider for basic transportation by means of air. Providing basic transportation was the core product/services of an airline, just as if Ford Motors was with the Model T cars. Thus, airlines industry had been heavily regulated by the IATA, left little room for differentiation.

Nevertheless, Singapore Airlines (SIA) management quickly realized that the only thing to differentiate them self from competing airlines was is in providing on-air services for passengers. This understanding is probably derived from the competitive nature of the company. Unlike many other airlines, SIA did not have the luxury of government protection. From the start, Singapore government mandated that SIA have to be a profitable business, competing naturally with other airlines.

To provide service, SIA first has to understand the needs and wants of its customers. Just like any other market, airlines passengers came from different consumer segments in terms of demography as well as psychography. Opportunity lay open from middle to top class and business passenger that are well accustomized to being serviced in their traveling itinerary.

Therefore, it is a good idea to bring services on air, into the cabin. First, SIA had to educate consumers that traveling is not merely moving from place to place. Traveling should be comfortable and pleasant. That is when SIA began to provide freebies in economy class: free drinks, free headsets, free amenities etc. The notion was emphasized by the ‘Singapore Girl’ campaign that portrayed the hospitality of SIA’s aircrew.

Overtime, SIA had succeeded in shifting or changing the airlines industry from focusing to core services (basic air transportation) to augmented product/services (meals, entertainment, amenities). This is only the start. SIA has to go further, building a strong foothold in services as competitors quickly follow SIA’s path.

Services Culture

SIA strength in services lies in consistency of quality across the organization. Services are not mechanical, a function, following processes written in manual books. Services in SIA are becoming a culture.

SIA began with allocating larger portion of their resources (money, time and people) for training, to build competency. Services are intangibles, performed by human thus competence is key to quality. SIA did not stop in service competencies. Services properties have to be assimilated in each person in the organization, mainly aircrews. It has to be performed with sincerity. SIA expanded their training program by emphasizing on soft skills.

Supporting the services culture is the company policy that promotes decision making by staff in handling customer’s requests. Most important, SIA developed various methods of service quality measurement so the company could keep track of what service level they have achieved, and areas need improvement. After all, you cannot manage what you cannot measure.

Later on, SIA relied heavily on research to capture customer’s insights, their needs and wants. The Kris Flyer and PPS program further deepen SIA’s ability to dig into customers mind, serve them better and build loyalty.

Complete 8P of Services Marketing

After clearly defining segmentation, target and positioning, SIA showed how the 8Ps of services marketing are applied:

  1. Product: SIA differentiate their airline from competitors with excellent in-flight services.
  2. Price: SIA pricing has been perceived as worth the value by the customer but still competitive with other airlines.
  3. Place: SIA have covered major cities in Asia, Europe, America and Australia.
  4. Promotion: The Singapore Girl campaign was a great success in projecting the experience in flying with SIA. The ad triggered a high level of recall, even higher than 40 other airlines advertisements.
  5. Process: SIA continuously improve all the service process. SIA spend 30% of resources in the products and service area to constantly reviewing systems and procedures.
  6. People: SIA is conduct intensive training for new aircrew and refreshment training for existing aircrew. SIA empowers staff to make on the spot decisions in servicing customer.
  7. Physical Environment: SIA constantly replace old aircraft with the new ones, provides personalized entertainment in economy class, and innovative seat beds for premium passengers. SIA increase the value of the service by providing the right physical environment.
  8. Productivity and Quality: SIA have various measurement systems to track their performance and quality of service.

29 Responses to “Case analysis: SIA’s services culture”

  1. Fwxtskgc Says:

    What do you want to do when you’ve finished? russian kiddy teens 008251

  2. Vjcsjfsj Says:

    When do you want me to start? pubescent models pics kwedoc

  3. Ehxxbztl Says:

    good material thanks Preteen Nymphet 142266

  4. Ejhglwyr Says:

    How much does the job pay? Your Girl Model

  5. Voywrgfw Says:

    How many would you like? Kds Models

  6. Akbenogh Says:

    I sing in a choir nele teen model Ok so that was pretty hot. Until the VERY end. That dude was way too creepy when he came. Yikes!

  7. Urfbxmxt Says:

    Who would I report to? glamour flower models omg.. i can never get to the fucking part in this vid.. that girl is sooo perfect. and he’s got a big ole dick.. such a hot vid.

  8. Lanny Says:

    “Case analysis: SIAs services culture Marketing Journey” ended up
    being a splendid article, can not help but wait to look over more of ur articles.

    Time to squander a bit of time online lmao. Regards ,Olen

  9. business Says:

    Which was each exciting likewise as insightful! Thanks for sharing your ideas
    with us.

  10. You really make it seem so easy with your presentation but I find this matter to be really something that
    I think I would never understand. It seems too complicated and extremely broad for me.
    I am looking forward for your next post,
    I will try to get the hang of it!

  11. I am sure this post has touched all the internet viewers, its really really fastidious piece of writing on building up new webpage.

  12. Alycia Says:

    These are actually enormous ideas in concerning blogging.
    You have touched some pleasant points here. Any way
    keep up wrinting.

  13. When someone writes an post he/she maintains the thought of a
    user in his/her mind that how a user can know it.
    Thus that’s why this paragraph is outstdanding. Thanks!

  14. What you said was actually very reasonable. However, what
    about this? what if you added a little content? I ain’t saying your content isn’t solid.
    , however what if you added something that makes people desire more?
    I mean Case analysis: SIAs services culture | Marketing Journey is kinda vanilla.
    You should look at Yahoo’s front page and watch how they create news headlines to get people to click. You might add a video or a related picture or two to grab readers excited about everything’ve written.
    In my opinion, it could bring your posts a little bit more interesting.

  15. Hello there, You’ve done a great job. I will certainly digg it and personally recommend to my friends. I’m sure they
    will be benefited from this site.

  16. Annett Says:

    Howdy! This blog post couldn’t be written any better! Looking through this article reminds me of my previous roommate! He continually kept preaching about this. I will send this information to him. Fairly certain he’s going to have a good read.
    Thank you for sharing!

  17. Geneva Says:

    I have been browsing online more than 2 hours today, yet I never found any interesting article like yours.
    It is pretty worth enough for me. In my view, if all website owners and bloggers made
    good content as you did, the internet will be much more
    useful than ever before.

  18. I used to be suggested this blog by way of my cousin.
    I am no longer certain whether this put up is written by way of him as
    no one else realize such distinct about my trouble.
    You are amazing! Thanks!

  19. Hi, I do believe this is a great web site. I stumbledupon it 😉 I’m going to revisit once again since I book marked it. Money and freedom is the greatest way to change, may you be rich and continue to help others.

  20. Rosario Says:

    This is the perfect website for anyone who wants to understand this topic.
    You realize a whole lot its almost tough to argue
    with you (not that I actually would want to…HaHa).
    You certainly put a new spin on a subject that’s been written about for decades. Excellent stuff, just wonderful!

  21. Says:

    hello there and thank you for your info – I’ve certainly picked up anything new from right here. I did however expertise several technical issues using this website, as I experienced to reload the website many times previous to I could get it to load properly. I had been wondering if your web host is OK? Not that I am complaining, but slow loading instances times will very frequently affect your placement in google and could damage your high quality score if advertising and marketing with Adwords. Well I am adding this RSS to my e-mail and could look out for a lot more of your respective exciting content. Ensure that you update this again soon.

  22. Heath Says:

    Hi there, You’ve done a great job. I will certainly digg it and personally suggest to my friends. I’m sure they will be benefited from this website.

  23. Without the sack, transporting a bottle does not need to be extra careful whenever cleaning these kinds of
    glasses. The initial meal centered on a baked salmon
    filet marinated in agave and then on your computing device
    by merely using the engineering to render a basic shape and
    vividness accuracy. Now you can decide on what type of rack you want.

  24. Restrict the number of reported accidents involving
    personal injury cases, the report from the Transport Select Committee detailed
    how firms are paid” referral” fees for giving lawyers the names of people involved in crashes.
    The AA says an average of the lowest premiums
    from two different companies – finding a 63% difference.
    Young people were bearing the brunt of the increases but the rest of the country patrol vehicles were” eerily quiet”.

    Apparently %anchor-text% the words” customer hotline” on the policy between the age of 21.

    cheap motor trade insurance ( motor
    trade insurance compare motor trade insurance – –

  25. Howdy, I’m a greenhorn blogger and I really like reading this particular blog,
    so I figured maybe I could receive your assistance with something.
    Do you leave everyone’s feedback? Even people that piss
    you off? I’m undecided about what I should do.

Tinggalkan Balasan

Isikan data di bawah atau klik salah satu ikon untuk log in:


You are commenting using your account. Logout / Ubah )

Gambar Twitter

You are commenting using your Twitter account. Logout / Ubah )

Foto Facebook

You are commenting using your Facebook account. Logout / Ubah )

Foto Google+

You are commenting using your Google+ account. Logout / Ubah )

Connecting to %s

%d blogger menyukai ini: