1.
NIKHIL
JOHN VINEETH
PABITRA
VYSHAK
SRIKANTH
CUSTOMER SERVICE AT
SINGAPORE AIRLINES

2.
FACTS:
 SIA is considered as role model for service in airline
industry.
 It primarily focuses more on customer satisfaction.
 Customers were not only satisfied but “DELIGHTED”
with the services.
 Brought innovations in service marketing.
 Won many awards for its effort in maintaining
customer service standards.
 SIA topped the list of international airlines in
categories of safety,trust,customer service and food.

3.
ROUTE MAP:

4.
 SIA mainly operates young and modern aircrafts.
 Average age of SIA aircrafts is 6 years where as other
aircrafts its almost double.
 Representatives observed that customers preferred new
planes as they considered them safe.
 Reduced maintenance cost.
DIFFERENTIATION
STRATEGIES:

5.
SINGAPORE GIRL:
 SIA created a marketing icon “THE SINGAPORE GIRL”.
 The USP of SIA is the Singapore girl dressed in specially
designed traditional “BATIK SARONG KEBAY”.
 Singapore girl became the central idea of SIA’s marketing
strategy their photographs and slogans were used to market
the airlines.
 Because of their personality figure Singapore girl
considered as a marketing icon.
 SIA used 50% advertising with Singapore girl and only
9.6% were others.

6.
INFLIGHT SERVICES:
 SIA’s DIFFERENTIATION strategy was based on
inflight services.
 Best food international culinary panel of chefs.
 SIA offered small size of bottles.
 Sleeper suits & toiletry kits for comfortable journey.
 Writing facilities were provided.
 Used entertainment systems called “WTSEMENT”.
 Seat telephones.
 In 2001 email services & web services were included.

7.
GROUND SERVICES:
 SIA developed quality standards to improve ground service.
 Airline computerized its reservation system wayback in 1973.
 Reservation through phone/fax.
 Check in services are flexible.
 Internet check in’s.
 Electronic ticketing in 1997.
 Reservation through credit card.
 Strict in checking luggage.
 Frequent flyer programme-KRISFLYR.(CLV).
 KRISFLYR programme –excess baggae allowance,guranteed
reservation,check in’s at specially designated counters.

8.
SWOT ANALYSIS:
STRENGTHS:
• Well known world wide.
• Reputed high level of service quality.
• First class environment.
• Clean and hygienic.
• Extremely safe.
WEAKNESS:
• Not price competitive to other airlines.
• High expectations may lead to dissatisfaction of customers.
• Did not have access to many routes.
• SIA is still restricted fro access to other routes.

9.
SWOT ANAYSIS(CONT):
OPPURTUNITIES:
• Rapid growth in air transportation.
• Increase in affordability of people thought it is a
premium brand.
THREATS:
• Global economy downturn.
• Fuel prices.
• Competitive market eg: British airways.
• Govt intervention can result in costly rules and
unexpected new international competition.

10.
SERVICE PROFIT CHAIN:

11.
TYPES OF SERVICE
MARKETING: