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

KrisFlyer

Annual passengers

18.2 million

Daily departures

220

Number of Countries served

34

Number of Airports served

62

Hub airport(s)

Singapore Changi

Revenue Passenger Km

93.76 billion

Sales Revenue (in US$)

11.93 BUSD

Number of employees

14,156

Number of aircraft

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.