Airlines - one of the most controversial topics the public wants to talk about with numerous outbreaking current events. Many people are contradicting the success of the industry based on the epidemic of the coronavirus, the union strikes from pilots and cabin crew from budgeted airlines, and the infamous Boeing 737 accidents. These factors have economically and socially impacted the industry recently, causing airline companies to reconstruct their corporate and business strategies to maintain loyal customers. However, stakeholders are still not pleased with the industry's effort to change management.
While more and more reviews are appearing about the hatred towards certain airlines, I have discovered one particular airline that has continuously outperformed its competitors in customer service and costs: Singapore Airlines.
Singapore Airlines has developed an excellent reputation for providing its passengers with a high-quality air travel experience and the most cost-effective operational airline in the business. The company was initially formed in 1947 but took off as an independent entity in the early 1970s when it severed its ties with what would eventually become Malaysia Airlines. During the 1970s, the company expanded, extending its scheduled routes from its Singapore hub to many destinations in India and Asia. A decade later, it has added global routes to the US, Canada, and Europe and continues to expand its network.
You may be saying, "The history of an airline company does not mean anything, just because it left its parent company doesn't mean it's successful." Yes, this is very true - BUT the focus on their competitive advantage is the principal for its takeoff as a tremendous competitor.
The airline's competitive strategy primarily focuses on two main pillars: its planes and its people. Singapore Airlines have structured their management, operations, and customer service teams to meet the values of their loyal stakeholders - simple, fast, and efficient. Here are a few highlights of the business that have soared into my heart:
While you're sitting in the airport waiting to board your flight, have you ever observed a plane and thought how old the plane is, or worried about the thought of it breaking down before walking onto the tarmac (maybe it's just me with my unreasonable fear of flying). Well, customers flying with Singapore Airlines have diminished that fear with the airline's fleet of Airbus A380s.
In April 2014, Singapore Airlines' recruited its 'young fleet,' which has an estimated average age of 81 months. Compared to the average industry age of 128 months, this investment of newer planes prevents the risk of frequent repairs and maintenance. It allows customers to get from point A to point B effortlessly and quickly. The aircraft also spend less time in hangars and more time in the air. According to Singapore Airlines, the fleet spends 13 hours on average per day flying versus the industry average of 11.3 hours. This logistic proves that the airline prioritises efficiency in traveling and increases customers' excitement to get to their dream holiday faster.
There's nothing worse than not receiving free food, entertainment, nor having comfortable chairs while traveling on a six-hour plane trip to Boston. As many flyers prioritise their benefits while on the flight, Singapore Airlines has increased investments into these features to make their customers satisfied during their journey.
Singapore Airlines was the first to introduce a choice of meals, free alcoholic and non-alcoholic beverages, free headphones, hot towels with a unique scent, personal entertainment systems, and video-on-demand in all cabins. Furthermore, they have also differentiated the brand experience through various in-flight perks, including Book the Cook. In essence, this feature allows passengers to choose from an option of main courses before boarding their flight.
The company keeps driving innovation as an essential part of the brand, and the cabin ambiance and combined experience are critical factors of their success.
People have a love/hate relationship with flight attendants. Sometimes they are the most helpful people you could ever meet and want to follow them on their Instagram right away. Others will roll their eyes and walk away when you ask why you have to turn your phone onto "Airplane Mode" when it doesn't impact the takeoff or landing of the aircraft, which leaves you doubtful and hopeless.
Singapore Airlines has invested most of their time and expenses to recruit and train the best of the best. The company spends around $70 million a year, putting each of its employees through 110 hours of retraining annually. Much of this training focuses on embedding the culture of customer service into everything employees do. For example, the staff trains to value subtle cultural differences and identify smart ways of personalising each individual's flying experience. For instance, a flight attendant may assist a single mother with a high-maintenance child to provide calmness for the rest of the passengers. Who wouldn't want to be blessed with peace on a plane filled with high-demanding children?! Thank the Singapore Airlines' staff for that!
Source: (singaporeairlines.com)
Another fantastic attribute to their training is the encouragement of sustainability practices. Staff is encouraged to find ways of reducing waste, and bonus schemes are in place that incentivizes cost-cutting behaviour. For example, even though two brands of high-quality champagne are available to business class travellers, cabin crew are encouraged to pour drinks from whichever bottle is open unless the passenger requests a specific brand. Similarly, pots of jam, which cabin crew noticed were frequently wasted, are now provided only on request. With the controversy of travel pollution contributing as a major factor of climate change, environmental activists have been pleased with this company's action.
Overall, Singapore Airlines have left an astonishing impression on many and are continuing to improve their business to increase their stakeholder loyalty. What do you think will be the next best thing to see from this particular group?
Who knows, but now it's time for me to board my flight on AirBus 380. 再见!