Key Successful Factors

The key successful factors of Singapore Airlines may be divided into 8 parts.

1. Clarity Goal
SIA's focus on service is completely clear. The mission statement is "Singapore Airlines is a global company dedicated to providing air transportation services of the highest quality and to maximizing returns for the benefit of its shareholders and employees". It’s including core values are establish without question that quality service to customers is a fundamental objective and aspiration of the airline.

2. Continuous Training
SIA realize that daily customer contact can be draining, and that customer expectations are on the rise. To meet this challenge, SIA created four training centers within the company (Cabin Crew, Flight Operations, Commercial and Management Development) offer a wide range of inspiring and demanding educational programs. Whether in the classroom, on the job, or through full scale simulations, SIA staff members are continually motivated to upgrade and improve their performance.

3. Career Development
SIA staffs are regularly evaluated for performance, and potential. High-flyers are identified and given every opportunity to learn and grow early. This leads to a management team with great breadth and deepness, with a shared understanding of "the big picture," with a commitment to do what's best for the customers and the business.

4. Internal Communications
SIA is a large organization, with more than 28,000 staff located in cities and subsidiaries throughout the world. People from different cultures must work together to produce a positive customer experience. To keep everyone on the same path, SIA publishes a variety of department newsletters and a monthly company magazine as a good way to contacting of every staffs.

5. External Communications
It’s was built in the advertisement especially by the Singapore Girls by delivering quality service, and she is the brand identity to the public personification of that service.

6. Connection with Customers
SIA makes an effort to stay in touch with customers through in-flight surveys, customer focus groups and rapid reply to every compliment or complaint they received. SIA consolidates this data in "Service Performance Index" that is closely watched throughout the airline. Another way is the frequent flyers program that is especially well connected with special messages, offers and publications sent regularly to members of the priority passenger "PPS Club".

For example, in 1998, it conducted a survey on 4,000 passengers from all classes to determine their needs and preferences. The survey found that people wanted comfort, privacy and the experience that SIA offered. Thereafter, the company undertook a $500 million cabin revamp covering details from custom-built seats to cashmere blankets.

7. Various and wide rang of network
Even outside the industry, SIA always try to find the new ways to improve and grow. The hotels, banks, restaurants, retail outlets and other service industries take part in SIA’s amenities, convenience or comfort. SIA still try to see that what can be adopted or adapted for the airline industry.

8. Improvement, Investment and Innovation
SIA has built a reputation for being the lead and doing things differently than the others. Using the concept of try-it-out, make-it-work and see-it-through, SIA makes every possible effort to find the key to success and create it. Instead of just copying other airlines, SIA takes the lead. Instead of charging an entertainment fee, SIA provides everyone, including economy class, a headset.

For example, free drinks and headsets, fax machines on board, individual video screens and telephones in every seat, leading edge gaming and in-flight entertainment, "book the cook" service for special meals in First and Business classes, phone, fax ,and e-mail check-in.