Customer Service at

Singapore Airlines
PRESENTED BY:
Mrinalini Saraswati
Neeraj Kaushik
Nisha Saini
Preksha Gupta
Ravi Sharma
Sarthak Gupta
BOEING is a trademark of Boeing Management Company.
Copyright 2007 Boeing. All rights reserved.
Shalini Thakur
OVERVIEW OF THE COMPANY

Founded in 1947.
Focused on customer service, and tries to delight
its customers.
Role model for airline industry in terms of its
services.
Winner of awards like Airline of the year, Worlds
best service award
Topped the list of international airlines in categories
of safety & trust, customer service and food.
STP ANALYSIS

SEGMENT- Customers Preferring Comfort & Reliability

TARGET GROUP- Corporate/ Upper Middle Class.

POSITIONING - A great way to fly

A standard of service that even other

airlines talk about

Premium Airline
SEGMENTATION

DEMOGRAPHIC GEOGRAPHIC PSYCHOGRAPHIC BEHAVIOURAL

Resides in Asia,
Loyal purchase history
Europe
Values comfort and (Value accumulating
35-55 and America in most
Reliability reward
Common flight
Points)
destinations
Preference for accessible
Loyal to brand once websites
High Income earners Europe and Australia
Relationship Established &
booking systems

Upper Middle Class Service preferences based on Not impulsive buying

quality not price behaviour

Lifestyle involves regular

distance travel for work
TARGET GROUP

Singapore Airlines most profitable market segment

is the business and first class customers, with
higher incomes, an expectation of quality service,
frequent flyers who values comfort over price.
POSITIONING

Singapore airlines is positioned as an airline service

with a high quality of service at a premium cost.
MARKETING MIX

Product
Price
Place
Promotion
People
Process
Physical evidence
PRODUCT

Average age of SIA planes is below six years.

Airbus 340-300E, named Celester, had quietest cabin

in the sky

Airbus A380s into service in 2006

PRICE

The fare of SIA are higher than that of it competitors,

but its customers dont mind paying the premium
cost because of its exceptional service.
PLACE

By 2002, SIA is said to have covered more than 60

cities in 35 countries, which include the United
States, Canada, Europe & Asia.
PROMOTION

Differentiation Strategy- Singapore girl.

Frequent flyer program Krisflyer.

PEOPLE

Had a staff of 6000 in 1972 and by 2002 employed

nearly 15000 people.

One flight attendant for every 22 seats

Cabin crew less than 26 years of age.

Delighted customers
PROCESS

Flying the customer from source to destination

Best food provided &served with smiles.
Dishes designed by international culinary panel of
chefs.
Seats designed to be comfortable and restful.
Entertainment system Krisworld & Wisemen
Computerised resevations since 1973.
Flexible check in service internet check-in, phone
check in or fax check in.
E- ticketing.
PHYSICAL EVIDENCE

Singapore Airport Terminal Services Ltd (SATA) set

up in 1973 to provide ground service

Fleet of airplanes.
GAP ANALYSIS
CUSTOMER EXPECTATION
OF SERVICE

As the company is ready

to outdo itself in terms of
Desired Service
service, therefore, the zone
of tolerance of its
Zone of
customers is shrunk. Tolerance

And any lag from the

company in terms of its Adequate Service
service can affect its brand
value and image.
21