IMPROVING THE CUSTOMER EXPERIENCE

Chan Zhe Ying | Leonard Chng | Goh Chuwen | John Teo

AGENDA
Methodology Targeted Areas of Concern Recommendations Summary

Q&A

METHODOLOGY
Information and feedback gathered from:

500 customers selected at random

Internet forums Magazine Reviews Newspapers Consumers Association of Singapore (Case)

MOST VALUED ASPECTS

In-flight Experience 3% Ticket Price 28%

Customer Service 21%

Ease of Check-In 8%

Customer Loyalty Programme 5% Customer Support 17%

Punctuality of Flights 18%

HOW WE FARED?
100%
90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Customer Service Ticket Price Customer Support Punctuality of Flight Satisfied Neutral Dissatisfied

TICKET PRICING
100%
90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Customer Service Ticket Price Customer Support Punctuality of Flight Satisfied Neutral Dissatisfied

CUSTOMER SERVICE
100%
90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Customer Service Ticket Price Customer Support Punctuality of Flight Satisfied Neutral Dissatisfied

Service with a smile 51%

FLIGHT PUNCTUALITY
100%
90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Customer Service Ticket Price Customer Support Punctuality of Flight

Cancellations Delays Informing customers

48%
Satisfied Neutral Dissatisfied

CUSTOMER SUPPORT
100%
90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Customer Service Ticket Price Customer Support Punctuality of Flight

72% Flight cancellations Lost Baggage claims Refunds

Satisfied Neutral Dissatisfied

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KEY ISSUES
1. Customer Service

2. Flight Punctuality

3. Customer Support

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IMPROVING CUSTOMER SERVICE

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IMPROVING CUSTOMER SERVICE

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IMPROVING CUSTOMER SERVICE

Main concerns of Customer Service
Others Inefficient 3% 8%
Poor Communication Skills 12%

Unfriendly 24%

Lack Initiative 27%

Impolite 26%

Lack of understanding of good customer service Customers require a minimum standard of customer service A more customer focused culture

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IMPROVING CUSTOMER SERVICE

2 Prong Approach
Training Programmes
Improve the quality of our customer service

New Reward System

Maintain the quality of our customer service

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IMPROVING CUSTOMER SERVICE

Training Programmes
Learn the expectations of providing good customer service Task identity & significance Improve the image of our staff

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IMPROVING CUSTOMER SERVICE

New Reward Systems
Evaluated on performance based on a standard of service protocols and procedures Incentives offered to good performers Feedback on the evaluation

Maintain the quality of our customer service

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IMPROVING ISSUES PERTAINING TO PUNCTUALITY OF FLIGHTS

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IMPROVING MANAGEMENT OF FLIGHT ISSUES

Main concerns of Flight Punctuality
Others 3% Flight Alerts 19%

Flight Delays 43%

Flight Cancellations 35%

Flight delays caused by technical issues Eventual cancellation of flights

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IMPROVING MANAGEMENT OF FLIGHT ISSUES Improving maintenance of our planes

Regular maintenance and thorough checks Trainings of our technicians TRAIN NOT JUST TO MAINTAIN; TRAIN TO EXCEL Minimize flight delays and cancellations

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IMPROVING MANAGEMENT OF FLIGHT ISSUES

Main concerns of Flight Punctuality
Others 3%

Flight Alerts 19%

Flight Delays 43%

Flight Cancellations 35%

Lack of flight alerts Cancellation of flights with no notification

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IMPROVING MANAGEMENT OF FLIGHT ISSUES

Better communication of flight alerts
Employ a team dedicated to managing flight alerts Implement a system to automate sending out of flight alerts

Keep the situation under control

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IMPROVING COMMUNICATION MEDIUMS

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IMPROVING COMMUNICATION MEDIUMS

Main concerns of Customer Support
Others 2% Uninforme d Staff 10% Poor Follow Up with Queries 14%

FAQ Usefulness 33%

Problems with Hotline

Problems with Hotline 41%

Only 9am to 9pm Often engaged or unanswered Poor information coverage

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IMPROVING COMMUNICATION MEDIUMS

It seems almost every hotline extension ends up instructing me to visit the website. When I requested to speak to the customer service officer, Im often left listening to music for more than 3045 minutes before I finally decide to hang up. Why cant the hotline provide some computerised information for common queries?
Homer Lee Tiger Airways Customer

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IMPROVING COMMUNICATION MEDIUMS

Improving our Hotline Services

24 hour hotline
Round

the clock coverage

Computerised extensions
Information

on general enquiries such as bookings, check-in issues and services for handicapped passengers

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IMPROVING COMMUNICATION MEDIUMS

Improving our Hotline Services

Additional Hotline Operators

Hire more well-trained operators Conduct mandatory 3-day training course for current operators Upgrade network to handle a larger number of calls

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IMPROVING COMMUNICATION MEDIUMS

Main concerns of Customer Support
Others 2% Uninforme d Staff 10% Poor Follow Up with Queries 14%

FAQ Usefulness 33%

FAQ Usefulness

Problems with Hotline 41%

Disorganised and cluttered Difficult to locate questions

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IMPROVING COMMUNICATION MEDIUMS

Improving the organisation of FAQ

Reclassify into 2 categories

Travel

FAQ to address flight day issues Technical Support FAQ to address pre-flight and postflight services

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AGENDA
Methodology Targeted Areas of Concern Recommendations Summary

Q&A

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SUMMARY
Customer Service
Training Programs New reward system

Flight Punctuality
More regular maintenance Dedicated flight alert team

Customer Support
24-hour hotline Improve on FAQ

Chan Zhe Ying | Leonard Chng | Goh Chuwen | John Teo