Alaskan Cruises - Singapore Airlines Flies High Thanks to Its Customer Service Culture

It has developed a tremendous customer service culture. One company that's easy to talk about is Singapore Airlines. I often share stories and examples of companies that deliver great service, as a professional speaker.

Here's how they do it: Singapore Airlines (SIA) frequently wins international awards for top service and in-flight quality, profitable every year since the beginning.

Question or decision is considered in light of the commitment to providing a world-class customer service culture, every major issue. That quality service is a fundamental objective and aspiration of the airline, without question, the mission statement and core values establish. SIA's focus on its customer service culture is clear. Clarity and Commitment. 1.

SIA understands that daily customer contact can be draining and that customer expectations are always on the rise. Training is not a one-time affair in this customer service culture. Continuous Training. 2.

Commercial and Management Development) offer a wide range of educational programs to bolster the customer service culture, flight Operations, four training divisions within the company (Cabin Crew, to meet this challenge.

Uplift and improve their performance and uphold the customer service culture, sIA staff members are continually motivated to upgrade, through full-scale simulations or on the job, whether in the classroom.

This gives the airline a twofold advantage. SIA's investment in training and building its customer service culture goes on, even during the downturns. Training to build the customer service culture is not conducted just during robust economic times.

Not just nice-to-have bonuses, it demonstrates to all SIA staff that continuous learning and improvement are essential principles for success, second. It allows SIA to surge ahead in quality service when other carriers cut back, first.

High-flyers (high performance and potential) are identified early and given every opportunity to learn and grow within the company's customer service culture. SIA staff are regularly appraised for performance and potential. Career Development. 3.

Not just for one department or another, " and with a commitment to do what's best for the customers and the business, with a shared understanding of "the big picture, this leads to a management team with great breadth and depth. Senior managers are effectively developed with frequent rotation through top positions in the company.

In the pilot pool alone more than 25 countries are represented! People from different cultures work together to produce a seamless and consistently positive customer experience. 000 staff (including subsidiaries) located around the world, with more than 28, sIA is a large organization. Internal Communication. 4.

Websites and a monthly company-wide magazine, sIA publishes a variety of department newsletters, to keep everyone on the same wavelength and bolster the customer service culture.

Yields and customer satisfaction levels in this customer service culture, marketing, semi-annual business meetings provide another forum for sharing and evaluating results in sales. A program called "Staff Ideas in Action" ensures that new suggestions for improvement are constantly put forward to build the customer service culture. Regular dialogue sessions between management and staff keep communication flowing.

The legendary "SIA Girl" is always featured, or new seats and entertainment services, onboard cuisine, new airplanes, whether their advertisement is about new destinations. Consistent External Communication. 5.

The personification of that service and the company's customer service culture, and the "SIA Girl" is the brand identity, the bottom line is delivering high-quality service. Entertainment or destination, seat, because the bottom line for SIA is not the plane. Why?

She is always there, in the airline's external communication. A competent pilot or a friendly telephone reservations agent would not carry the same consistency in external communication: The "SIA Girl" represents impeccable quality service and is the face of the company's customer service culture, but showing a picture of a smiling engineer, of course everyone knows it takes the entire SIA team to deliver excellent service.

SIA then consolidates this input with other key data to create a quarterly "Service Performance Index" that is very closely watched throughout the airline. Customer focus groups and rapid replies to every compliment or complaint they receive, sIA makes a concerted effort to stay in touch with customers through in-flight surveys. Connection with Customers. 6.

) And I enjoy it, (I am one of those very frequent flyers! And more, priority seating and wait listing, additional baggage allowance, and very frequent flyers achieve an elite "Solitaire" status with a wide range of valuable privileges: most convenient check-in. Attractive offers and publications sent regularly to Priority Passenger Service (PPS) members, frequent flyers are kept well-connected with special messages.

SIA watches closely to see what can be adopted or adapted for the airline industry, convenience or comfort, retail outlets and other service industries take a step forward in their amenities, restaurants, banks, when hotels. SIA looks for new ways to improve and grow its customer service culture, even outside the airline industry. " SIA tracks competitors' progress closely. The airline industry is intensely competitive with every carrier seeking new ways to "get ahead of the pack. Benchmarking. 7.

Innovative cargo facilities - the list goes on and on, e-mail and internet check-in, fax, telephone, "book the cook" service for special meals in First and Business Class, cutting-edge gaming and in-flight entertainment, individual video screens and telephones in every seat, fax machines onboard, introducing free drinks and headsets, sIA has built a solid reputation for taking the lead and doing things differently, from the earliest days. Investment and Innovation, improvement. 8.

Rewards and Recognition. 9. But SIA makes every possible effort to find the key to success - or to create it through the customer service culture it has created, not every innovation succeeds and some are eventually removed from service (the fax machines are long gone). Make it work and see it through, this commitment to continuous improvement is coupled with a cultural determination to try it out.

The most prestigious award is reserved for truly superior service, while excellent staff performance is rewarded with increased pay and positions.

Which further builds the company's customer service culture, and their personal status as a "Managing Director's Award Winner" remains a badge of distinction for life, the story of their efforts is published in the monthly magazine, winners and their families are flown to Singapore for a special dinner celebration. But it is the most revered accolade in the airline, this award carries no financial benefit. Innovative or selfless acts of service, the "CEO's Transforming Customer Service Award" is given annually to teams and individuals who respond to unique customer situations with exceptionally positive.

The result of these efforts is a customer service culture that is vigorously committed to customers and continuous improvement. Pride and Profits, professionalism. 10.

Staff pride and sense of ownership are evident in the way they protect the airline's reputation and participate in programs like the "aircraft adoption" scheme.

" SIA's profits are "the applause we receive for providing consistent quality and service to our customers, rather. But not as an end in themselves, good profits are also achieved.

Even in the best customer service culture, there will always be room for improvement. 000 feet are not always perfectly deluxe, and meals at 39, telephone lines become congested, bags go astray. Even SIA cannot satisfy every customer every time. Of course not. Does all this mean that SIA is perfect?

Recommendations and constructive criticism to constantly build the customer service culture, staff must be proud of the airline yet remain eager for passenger suggestions. Managers must be open to change and not become arrogant or defensive. SIA must work doubly hard to avoid becoming complacent and losing sight of its commitment to a positive customer service culture, with a track record of success.

Recommends the airline to others and takes the time and effort to point out ways the airline can still improve, flies with the airline again, the definition of a truly loyal airline customer is someone who is pleased with the service.

And my mail to SIA includes plenty of ideas and suggestions to help them improve and further build their positive customer service culture. My speeches and training programs are peppered with positive stories from the airline's history and lore. I look forward to my flights on SIA and I use the carrier two or three times each month.

They've got a great way to fly - and to run a highly successful business with a fantastic customer service culture. Singapore Airlines has earned my loyalty on the ground and in the sky.