Customer Care Assignment (Singapore Airlines)

Ccustomer Care Assignment
(Singapore Airlines)
Assignment Front Sheet Version 1.0

Contents
Introduction to the organization................................................................................................................5
Suitability of customer care standards of Singapore Airlines....................................................................7
Effectiveness and efficiency of Customer Care strategy............................................................................9
Suggestions to improve the customer care strategy................................................................................10
Customer Care Strategy document of Singapore Airlines........................................................................11
References................................................................................................................................................12
Assignment Front Sheet Version 1.0

Introduction to the organization
Singapore Airlines (SIA) is the national airline of Singapore, with its hub at Singapore Changi
Airport. Notable for using the Singapore Girl as the central figure in its corporate branding, it has
been ranked as world's best airline by Skytrax four times and has consistently topped Travel &
Leisure's best airline rankings for more than 20 years (Reference for Business, 2021).
Singapore Airlines Group currently has more than 20 subsidiaries which include Singapore
Airlines Cargo, SIA Engineering Company, SilkAir, Scoot, and Tradewinds Tours and Travel. It also
has code-share, strategic alliance, and joint venture partners under the global airline
partnerships, and under the Star Alliance network. Singapore Airlines has also launched
myKrisWorld, the first personalized in-flight entertainment system across all classes in 2018. Also
56% of Singapore Airlines is owned by Singapore state investment firm Temasek Holdings (Roll,
2021).
Assignment Front Sheet Version 1.0