The keys here seem to be to maintain a
constant pace of service innovation and to
invest heavily in quality of both customer
impression management and, in particular,
customer recovery. Singapore Airlines exemplifies
both. In terms of innovation, it has
always been at the leading edge, from complimentary
hot towels to high technology. Says
director of marketing services Theong Tjhoen
Onn: “We have a long tradition of innovation
dating back to the 1970s. We were the first to
put in additional crew, to provide a more
personal service, choice of meals and complimentary drinks. More recently, we
were the first to introduce a global in-flight
fax/telephone service for business passengers
and our in-flight entertainment is the most
comprehensive in the industry at the
moment.”
The keys here seem to be to maintain aconstant pace of service innovation and toinvest heavily in quality of both customerimpression management and, in particular,customer recovery. Singapore Airlines exemplifiesboth. In terms of innovation, it hasalways been at the leading edge, from complimentaryhot towels to high technology. Saysdirector of marketing services Theong TjhoenOnn: “We have a long tradition of innovationdating back to the 1970s. We were the first toput in additional crew, to provide a morepersonal service, choice of meals and complimentary drinks. More recently, wewere the first to introduce a global in-flightfax/telephone service for business passengersand our in-flight entertainment is the mostcomprehensive in the industry at themoment.”
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