It is important to realise that (our customers) are not just comparing SLA with other airlines. They are tomparing us against many industries, and on many factors. So when they pick up a phone and call up our reservations, for example, they are actually making a mental comparison, maybe subconsciously, to the last best experience they had. it could be a hotel it could be to a car rental com pany. If they had a very good experience with the hotel or car rental company and if the next call they make is to SIA, they will subconsciously make the comparison and say"How come youre not as good as them?" They do not say"You have the best telephone service system out of all the other airlines I've called." Being excellent, our customers, albeit subconsciously, will benchmark us against the best in almost everything. The new ball game for SIA is not just to be the best of the best,in the airline industry but to work at being the best service company