In my previous blogs, I explained how important service excellence is. But how do profit-making companies obtain such a great service?
“Singapore Airlines: What it takes to sustain service excellence – A senior management perspective” is a paper written by Jochen Wirtz and Robert Johnston, two professors in marketing, in which they explain how SIA uses training to improve their service.
First, there is a service excellence initiative called Transforming Customer Service (TCS), which uses a 40-30-30 holistic approach. This means that they pay 40% attention to the people, 30% to processes and procedures and 30% to new products and service ideas. So you can tell that SIA puts a lot of energy in improving the service excellence.
Furthermore, SIA pays also a lot of attention to communication. After each business meeting, the complete staff is informed about all the developments. Besides that, the crew is also motivated by the several non-financial rewards.
Sim Kay Wee, the former Senior Vice President of SIA, said: “Profit is the applause you receive from serving your customers well”. So Singapore Airlines is such a profit-making company because they focus on service.
Tim Van De Walle