The VItal Link
Singapore Airlines is my personal favourite and one of those unique corporates which has worked magic in delivering both world class customer service and financial outcomes to its shareholders.
Last night, I had the opportunity to once again experience its service as a passenger, on both a short haul and longer haul flight sector. In all these past years, its ground crew at departure lounges had always impressed me as being top notch in ensuring an orderly entry of passengers to its aircraft, whether for full capacity of travelling passengers, to ensure compliance with requirements of foreign airports or under extreme customer handling pressure during festive and holiday periods. So it was interesting to observe the handling of two full flights on entry to the 915pm Penang to Singapore flight on 23 February and the 1230am Singapore to Sydney flight on 24 February.
Before the longer flight, the microphone facilities at Boarding Gate B5 in Changi Airport's impressive and recently opened Terminal 3 had broken down. The sole staff member attending to a full capacity passenger group (although this was not the Airbus A380 waiting for us) was obviously stressed out at having to shout out the necessary order - first class/business class/club members having priority, followed by specified seating rows. He was mumbling his dismay whilst walking around the waiting passengers - it was clear he needed a back-up microphone or at least another staff member to help him out manage the situation. At Penang International Airport, microphone facilities were working but four winding queue rows had formed, out of which the non-business or non-club member passengers again suffered some disorientation as to which passenger row was allowed to line up first.
Call it the weekend rush to Australia, but the overnight flight was so packed with customers that SIA cabin crew had to double up efforts to cater patiently to each passenger, whether for the expected drinks, meals served on board or for specific other off the cuff requests. Some past menu items are gone, like the Streets ice cream replaced by Ferroro Rocher chocolate balls, which may not be a bad thing. What has not disappeared, thankfully, is the dedication and care shown by on-board SIA cabin crew in dealing with individual passengers. This applies in the liberal dispensation of drinks, the ensuring of continuously clean washrooms, the offering of choices of served meals and the conduct of the duty free sales - in whatever class you choose to sit. More important is how each on-board staff member spoke to passengers. The quality of effective training and attitude of every cabin crew member showed through, whether with a strong tail wind pushing towards Sydney or through turbulent flight paths. These are all signs of the company's focus on the customer, instead of just on shareholder price, top management rewards and national pride. I do hope that SIA ensures that the vital link - operational staff motivation - is also thoroughly supported.
At Terminal 3 in Changi, one must visit the Ferrarri and FIFA clothing and accessory outlets - to me, they stand out in presentation and unusual choice of retail fare amongst a very competitive and varied selection of shopping offered at the literal mall in an airport. Hong Kong's Chep Lap Kok International is a strong rival offered by Cathay Pacific, but I think Singapore Airlines can be serious about kaizen, the art of continuous improvement.
Last night, I had the opportunity to once again experience its service as a passenger, on both a short haul and longer haul flight sector. In all these past years, its ground crew at departure lounges had always impressed me as being top notch in ensuring an orderly entry of passengers to its aircraft, whether for full capacity of travelling passengers, to ensure compliance with requirements of foreign airports or under extreme customer handling pressure during festive and holiday periods. So it was interesting to observe the handling of two full flights on entry to the 915pm Penang to Singapore flight on 23 February and the 1230am Singapore to Sydney flight on 24 February.
Before the longer flight, the microphone facilities at Boarding Gate B5 in Changi Airport's impressive and recently opened Terminal 3 had broken down. The sole staff member attending to a full capacity passenger group (although this was not the Airbus A380 waiting for us) was obviously stressed out at having to shout out the necessary order - first class/business class/club members having priority, followed by specified seating rows. He was mumbling his dismay whilst walking around the waiting passengers - it was clear he needed a back-up microphone or at least another staff member to help him out manage the situation. At Penang International Airport, microphone facilities were working but four winding queue rows had formed, out of which the non-business or non-club member passengers again suffered some disorientation as to which passenger row was allowed to line up first.
Call it the weekend rush to Australia, but the overnight flight was so packed with customers that SIA cabin crew had to double up efforts to cater patiently to each passenger, whether for the expected drinks, meals served on board or for specific other off the cuff requests. Some past menu items are gone, like the Streets ice cream replaced by Ferroro Rocher chocolate balls, which may not be a bad thing. What has not disappeared, thankfully, is the dedication and care shown by on-board SIA cabin crew in dealing with individual passengers. This applies in the liberal dispensation of drinks, the ensuring of continuously clean washrooms, the offering of choices of served meals and the conduct of the duty free sales - in whatever class you choose to sit. More important is how each on-board staff member spoke to passengers. The quality of effective training and attitude of every cabin crew member showed through, whether with a strong tail wind pushing towards Sydney or through turbulent flight paths. These are all signs of the company's focus on the customer, instead of just on shareholder price, top management rewards and national pride. I do hope that SIA ensures that the vital link - operational staff motivation - is also thoroughly supported.
At Terminal 3 in Changi, one must visit the Ferrarri and FIFA clothing and accessory outlets - to me, they stand out in presentation and unusual choice of retail fare amongst a very competitive and varied selection of shopping offered at the literal mall in an airport. Hong Kong's Chep Lap Kok International is a strong rival offered by Cathay Pacific, but I think Singapore Airlines can be serious about kaizen, the art of continuous improvement.
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