Secrets of Superior Customer Service
Singapore International Airlines
by Gregory P. Smith
I almost jumped out of my seat when the food cart bashed my knee. As I grabbed
my leg, I saw the flight attendant with the "hit-and-run" cart heading down the
aisle. I remember the days when flying was an enjoyable experience--no longer
true today.
On this trip I was heading back to Atlanta from Los Angeles on the final leg
from Singapore. The knee bashing occurred on a well-known airline once admired
for good service. Only hours before, I was flying on Singapore International
Airlines (SIA) and enjoying the wonderful experience.
SIA is so superior that it leaves other carriers in its vapor trails. The
positive experience on SIA makes the Air Passenger's Bill of Rights completely
unnecessary.
How does SIA create this experience? It places the needs of passengers first,
and offers service above and beyond the ordinary. Even in economy class, the
experience is unforgettable. Pillows and blankets are carefully placed on every
seat. Once in the air, smiling attendants offer champagne or orange juice, and
carefully avoid smashing passenger's body parts with their carts! Passengers
receive a kit containing a toothbrush, toothpaste and special socks for the
trip. At the beginning and the end of each flight, passengers receive hot towels
to freshen up.
All classes enjoy first-class treatment. I don't think I ever saw a peanut or
pretzel on this flight. Passengers are presented with a menu with meal choices.
The food in economy is better than other carriers' first class flights. After
meals, attendants bring alcoholic beverages, juice or anything else you want--no
charge.
One of the primary reasons Singapore Airlines provides superior service is
because they only hire people that enjoy a service role--enjoy serving others.
It does not take a rocket scientist to understand the more time an organization
invests in finding, hiring, and training employees, the more successful the
organization becomes. Because SIA has spent extra effort and energy in creating
alignment between employees and the company, employees take pride in what they
do.
1. Staff Training and Development. SIA's heavy investment in staff
development and training conducted in good times and bad enables staff members
to stay focused and continuously upgrade their performance. Training and
development fights complacency and keeps crewmembers capable of handling
demanding situations. It also gives the airline a distinct advantage. First, it
demonstrates that continuous learning and development help people do a better
job, which in turn helps individuals improve their potential. Second, it allows
SIA to stay ahead of its competition while other carriers are cutting back.
2. No Fear of Change and Innovation. SIA is known for innovation.
Instead of copying other airlines, it takes the lead. Instead of charging
passengers an entertainment fee, they allow everyone a headset. Instead of
charging for drinks, it gives them away along with free postcards and the
postage needed to mail them. SIA benchmarks other service industries such as
hotels and restaurants to make its service more comfortable, convenient, and
creative.
3. Consistent Communication. With over 27,000 staff members
representing 25 nationalities, communication is critical. SIA keeps staff
informed of important matters through newsletters and publications, regular
meetings between management and staff, and a "Staff Ideas in Action" program
that helps new suggestions and ideas move forward for action and improvement.
4. Recognize, Reinforce, and Reward the Right Behavior. Excellent service
is a learned behavior requiring constant reinforcement and recognition. Unless
an organization develops systems and processes to reward and recognize the
behavior it needs for success, it will never get it. SIA rewards excellent
performance with increased pay and promotions, but reserves its most prestigious
award for superior acts of customer service. "The Deputy Chairman's Award,"
given yearly to people who have managed customer situations with exceptionally
selfless acts of service, is a badge of honor coveted by all employees. Winners
and their families fly to Singapore for a special dinner. Information about
winners and their families is published in the monthly Outlook magazine.
5. Customers Always Come First. Customer service directs and guides
SIA in all it does. SIA places a priority on quality service. All questions are
answered and decisions made based on the needs of the customer. SIA retains the
customers' needs as first priority. The bottom line for SIA is not the plane,
the seat, or the destination. The bottom line is delivering exceptional service
and personifying that service.
Gregory P. Smith shows businesses how to build productive
and profitable work environments that attract, keep and motivate their
workforce. He is a popular speaker and author of the book, Here Today Here
Tomorrow: Transforming Your Workforce from High-Turnover to High-Retention. He
speaks at conferences, conducts management training and is the President of a
management consulting firm called Chart Your Course International located in
Conyers, Georgia. Phone him at 770-860-9464. More articles available:
http://www.chartcourse.com
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