Singapore Airlines (SIA) is internationally recognized as one of the worlds leading carriers.

It has been consistently one of the most profitable airlines in the world, and it is routinely voted the best airline, best business class, best cabin crew service, best in! flight food, best for punctuality and safety, best for business travelers, best air cargo carrier, even Asias most admired company. "ell said by Senior #ice $resident of SIA% Profit is the Applause you receive for serving your customers well. Sim &ay "ee Senior #ice $resident, 'abin 'rew Singapore Airlines

(here are four factors which show high e)cellence offer by SIA to their customers% (*) SIAs $erspective of Service +)cellence (,) -nderstanding 'ustomers and Anticipating their .eeds (/) (raining and 0otivating the 1ront 2ine (3) 0anaging with an +ye for 4etail and $rofits.

Innovation also play an important role in the success of the company.

In flight services 'ustomers travelling on select flights between Singapore and 2ondon will be the first to e)perience the new cabin products from September, in 1irst, 5usiness and +conomy classes. (he new seats and KrisWorld in!flight entertainment system will be progressively rolled out to other routes as additional new aircraft enter service. Singapore Airlines is investing nearly -S6*78 million to introduce the new products on an initial eight 5oeing 999!/88+: aircraft. (he investment programme will be e)tended as the new products are introduced on Airbus A/78 aircraft scheduled for delivery in the years ahead. (odays unveiling is the result of more than two years of wor;ing with world! renowned design firms. 50" <roup 4esignwor;s-SA assisted with the development of the new 1irst 'lass, =ames $ar; Associates assisted with 5usiness 'lass and 0assive Interactive with the in!flight entertainment system interface. >(he significant investment in our ne)t generation of cabin products reaffirms our commitment to product innovation and leadership, and demonstrates our confidence in the future for premium full!service air travel,? said SIAs +)ecutive #ice $resident 'ommercial, 0r 0a; Swee "ah. >Special attention has been given to ergonomics, comfort, convenience and design, as well as to our customers interests and lifestyles. (he tas; that we gave ourselves and our design partners when we started the process was to ma;e A <reat "ay to 1ly even better. "e are confident that we have delivered.?

First Class Singapore Airlines new 1irst 'lass seat, set in a modern, welcoming cabin, offers customers enhanced comfort in their own personal sanctuary. +ach seat features a new fi)ed!bac; shell design with curved side panels to provide a clear demarcation of personal space, for added privacy. At /7 inches in width and with an increased bed length from @8 to @, inches, it is one of the most spacious 1irst 'lass products in the s;y. +)tensive research was conducted to determine how best to increase the comfort of the new 1irst 'lass seat. An ergonomically sculpted cushion and improved adAustable headrest have been introduced for greater seating comfort, while new features such as a padded headboard for e)tra support and an additional mattress layer ensure customers enAoy a good rest. In line with our renowned customer service philosophy, more thoughtful and convenient features have been introduced. 1or e)ample, the seat now boasts a stylish passenger control unit that includes a new switch to provide customers easier access to turn off their in!flight entertainment monitor, and for cabin crew to do so without disturbing customers when they are resting. Another ;ey feature is the in!seat lighting. In!depth research was carried out with lighting e)perts to develop not only a stylish reading light, but one that also provides a conducive environment for reading or wor;ing. +)tensive tests were carried out to determine the optimal light colour and intensity, with brightness adAustability. In addition to reading lights, the seat features ambient lighting, which not only accentuates the seat design but also serves as a night light in a dimmed cabin. 'omplementing the e)perience is a new state!of!the!art in!flight entertainment system. 1irst 'lass customers can enAoy the new KrisWorld on a slee; ,3! inch 2'4 screen, with video touch!screen handsets. (o ensure that personal devices are within easy reach, even while charging, both e)pert and -S5 ports are discreetly located within a leather!lined bespo;e stowage compartment by the side of the seat. B40I ports have also been added to provide the fle)ibility for customers to use KrisWorld as their own personal media player.

Business Class (he new 5usiness 'lass seat blends modern sophistication with functionality, to address business travellers reCuirements for more fle)ibility, comfort and privacy. Set in a warm and inviting cabin, the seat offers greater recline at */, degrees and features an improved ergonomic seat cushion. "hen converted, it becomes the industrys widest full!flat bed, at 9@ inches in length. (he seat also features a padded headboard cushion for enhanced comfort. In addition, the new 5usiness 'lass seat boasts two new seating positions ! 2azy D and Sundec; ! following in!depth research and feedbac; from customers. (hese additional lounging positions provide even greater fle)ibility for customers to choose their preferred ways to wor; or rela). (a;ing into account customer feedbac; for increased stowage space, there is now an amenity stowage area on the side console and a laptop stowage area. Ether enhanced features include an *@!inch 2'4 screen and video touch! screen handset for customers to enAoy the ne)t generation KrisWorld, as well as an all!in!one business panel including in!seat power supply, -S5 port, e)port and B40I ports. 2i;e the new 1irst 'lass seat, the new 5usiness 'lass seat boasts a floodlight reading light and the 2'4 monitor onFoff switch for added convenience. Economy Class (hrough the use of innovative design and materials, the new Singapore Airlines +conomy 'lass seat provides additional comfort, with increased personal space and legroom. +ach seat, which features a refreshed contemporary fabric design, comes with new bac;rest seat cushions with side bolsters for better bac; support. An ergonomically sculpted headrest cushion, which supports an increased range of height adAustments, offers better nec; support. 'ustomers can also enAoy the new KrisWorld in!flight entertainment e)perience on a wider **.*!inch monitor, featuring an intelligent and uniCue touch!screen graphical user interface (<-I) accompanied by a video touch! screen handset.

A part form the benefits, passengers were also provided in seat telephone which could be use to ma;e call anywhere in the world. 1ree of charge seat to seat calls could also be made.

Ground Services Handling <round handling is one of the ;ey competencies in 0alaysia Airlines <round Eperations. 1or many years, we have been providing safe, reliable, efficient and cost!effective ground handling services at &uala 2umpur International Airport (&2IA) and other domestic stations in $eninsular 0alaysia, Sabah and Sarawa;.G Passenger Services +steemed passengers are in good hands with our professional and dedicated staff at their service from arrival to departure. Eur services include% Arrival and 4eparture handling, 5aggage handling, (ransfer 4es; services, 4elay (eam handling, Special handling and Bospitality services. Ramp Services An e)perienced team of ramp personnel eCuipped with comprehensive ground eCuipment is ready to meet various handling reCuirements for multiple types of aircraft. Eur team has won many accolades such as 5est :amp Bandling Station, Safety 'ampaign Award and Hou Are .umber Ene from customer airlines for its competent and effective handling. Engineering Eur well eCuipped +ngineering 'omple) is manned by fully!trained and highly!s;illed personnel. Eur e)tensive and cost effective maintenance, repairs and overhaul have been endorsed by the =oint Aviation Authorities (=AA), 1ederal Aviation Authorities (1AA), +uropean Aviation Safety Agency (+ASA) and are accredited with the ISE I888, I88* and I88, certification.

Ca in Cleaning At 0alaysia Airlines, we are focused on providing professional cabin cleaning services and are committed to providing only the best service to our clients. All these are done by observing the highest service standards in maintaining our world!class image. Flight !ispatch Eur ground to air service has been awarded the "orld 'lass 1light 4ispatchers certification by the International 1ederation of Airline 4ispatchers Association (1A24A). Cargo Handling 1le)ibility, scalability and efficiency are our core values when it comes to cargo handling needs. Hour business will benefit from our ground handling e)perience wor;ing with over /8 airlines. 1ind out more Security In the field of ground handling, security is of primary importance. "e maintain the highest standard in tac;ling vulnerabilities surrounding airport securities, ensuring security presence in every aspect. Golden "ounge Eur <olden 2ounges provide world!class facilities for airline customers at selected international airports, ensuring that the needs of their valued guests are ta;en care of while on the ground.

#uestion$ Compare the customer service and facilities no% offered %ith the customer service offered y SI& as per the case

eing

y &ir India in their non stop flight from 'um ai to (e% )or*

SI& 5usiness, 1irst, +)ecutive J +conomy class 5est 1ood J Served with warm smiles "ines are offer to each class $ersonal passenger $referred customer passenger Instant food pac;ets served Small water bottles offered 'omfortable J rela)ing sits +ntertainment system called >&risworld? Individual video screen for each passenger 1ree of charge seat!to!seat calls dish as per for attention to all

&ir India 1irst, +)ecutive J +conomy class <ood 1ood "ines are given only to 1irst 'lass passenger $ersonal attention for few classes Same facilities are provided but personal touch is lac;ing .o such facilities Small water bottles are served 'omfortable J rela)ing sits Audio video on demand 0ovies, games, .ews J 0usic for each J every passenger $hone, +mail facilities for selective class

preference

5usiness class J 1irst class

1a) facilities

+hat are your suggestions to SI& for further improving their customer service level,

-nderstanding 'hanging .eeds 'ustomer involvement 'onvenience ! Kuic; J Simplifying transaction procedure

#uestion$ customer service value given y Singapore airlines

*. 'ustomers L "ell informed, 4emanding, changing lifestyles ,. 'ustomer 2oyalty /. 'ost of building new customer is 9 times more than retaining an old customer 3. ':0 is crucial for the Industry type 7. In buying decisions critical factor is service M. 'ustomer 2ifetime #alue 9. * bad e)perience can also lead to brand switch @. Service L Intangible, $eople, simultaneous consumption I. 4evelops 2ong term :elationship *8. Belps overcome customer dissatisfaction issues