Singapore Airlines: Managing Human Resources for Cost effective Service Excellence
“In Singapore, we always want to be the best in a lot of things. SIA is no different. … a lot of things that we have been taught from young, from our Asian heritage … filial piety, the care and concern, hospitality, and, of course, the most important part is trying, if we can, to do whatever we can to please the customer. And how do we do it? Sometimes, people just wonder, ‘How do you guys manage to do it with limited time and resources on a flight?’ yet we manage to do it somehow. Call us magicians.”
Lim Suet Kwee, Senior Rank Trainer, Singapore Airlines Training School, and Senior Flight Stewardess
SIA’s new business class has the widest seats in the A
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Even though training is often emphasized as a key element of success in service industries, SIA remains the airline with the highest emphasis on this aspect. Newly recruited cabin crew are required to undertake intensive four-month training courses—the longest and most comprehensive in the industry. SIA’s training aims to enable cabin crew to provide gracious service reflecting warmth and friendliness while maintaining an image of authority and confidence in the passengers’ minds. SIA’s holistic training includes not only safety and functional issues but also beauty care, gourmet food, and wine appreciation, as well as the art of conversation. As SIA’s reputation for service excellence grows stronger, its customers tend to have even higher expectations, which increase the pressure on its frontline staff. According to Ms. Lim Suu Kuan, Commercial Training Manager, the motto of SIA is this: “If SIA can’t do it for you, no other airline can. The challenge is to help the staff deal with difficult situations and take the brickbats. The company helps its staff deal with the emotional turmoil of having to satisfy and even please very demanding customers without feeling that they are being taken advantage of.” Former CEO Dr. Cheong Choong Kong also commented that “to the company, training is forever and no one is too young to be trained, nor too old.” Continuous training and
Once the services have been booked by the passengers, the supply chain process proceeds on to providing ground checking through online check-in, airport check-in, followed by baggage and meal up-liftment to the aircraft. Once a passenger boards on to the flight, he/she was provided with various kinds of in-flight services. The in-flight cabin crew has been trained to offer diversified hospitality services catering to the needs of different categories of the passengers.
The Data that has been collected, read, and analysis was to determine Miguel’s strengths and challenges (weaknesses). According to Miguel’s Data his strengths are Phonemic Awareness, Phonics, and Vocabulary. In the phonemic awareness: The student is scoring very well in phonemic awareness/oral language. He was able to get 10 out of 10 in sounding out words. He was also able to
Jennifer is a 2nd grader being referred for possible learning disabilities in reading. Jennifer has always attended Sand Hill Elementary and has not repeated a grade. She is eight years old. She has been screened for vision and hearing problems and was found to have normal vision and hearing. Her teachers have described her as cooperative and likable. She does not exhibit behavioral problems.
After careful review and analysis of the situation and the facts surrounding the company Brinkerhoff International Incorporated (BII), our team has been able to develop a viable course of action to efficiently improve productivity and relations within the organization.
On January 26, 2011, health care conglomerate Johnson & Johnson announced that earnings had declined in the fourth quarter of the previous year, and lowered its estimates for its earnings for 2010. The firm claimed that the weaker results could be attributed to the depressed economy and to a string of product recalls. Sales figures do indicate that Johnson and Johnson has clearly been hurt by 17 recalls since September 2009, covering several over-the-counter medicines, a batch of contact lenses and some hip replacements.
SIA is a Singapore’s nation carrier and the 2nd largest operator in the world. SIA’s parent company, Temasek Holdings holds 55.33% of the shares. SilkAir, Scoot, and Tiger Airways are the subsidiary of SIA. SIA provides
Fulfilling the required service quality for passengers’ is one of the value adding assets for airlines business in the
A decent association is not just made up of one individual. It is a gathering of people where everyone has a part huge to the general working of the association. This paper concentrates on the article entitled, "Singapore Airlines" (SIA) by Wyckoff (1989). It would further examine the carrier 's administration system, workforce, promoting battle, and administration quality.
Section 1: Identification of current forecasting techniques used in the demand forecasting of existing and new products. Section 2: Idenitification of a better forecasting technique which can ease the process and improve the reliability and accuracy of the sales forecast.
In this report I examine the history of Singapore Airlines’ the report will then including the corporate strategy, strategic choice and analysis of the company’s external environment political, economic, social and technical environment (PEST analysis), strategic capabilities and the strength,
This competitor believes that by engaging and accepting social responsibility and giving the best customer service it can attract more customers and succeed more and more and one day it will become the favorite airline and perhaps the largest in Asia. They believe to be successful and be one of the big players in this industry; they should first put customers before anything else. Giving the greatest customer service, emphasizing on new technology and caring more on safety is the key to success.
This is referred to as SIA’s “Leadership for Service Excellence” model (Wirtz, Heracleous and Pangarkar, 2008). HR strategy begins with recruitment which is extremely rigorous and strict. Out of 18,000 applications received annually, only 10% is hired. After initial training, they are monitored for 6 months and only 75 % are confirmed for an initial contract of five years and 20% get an extension of the probation period and rest have to leave SIA. This strict selection process ensures the merit of the candidates (Heracleous, Wirtz and Johnston 2004). SIA also invest huge money in extensive training which is an intensive program for four months and the most comprehensive in the aviation industry. There are two types of training namely functional training and general management type training. As the customers have high expectations the pressure on the frontline staff increases. SIA’s holistic training includes issues related not only to safety and function but also in terms of the art of conversation, beauty care, gourmet food and wine appreciation. SIA also adopts a job rotation strategy among the departments for every two to three years and this allows the staff to get an in-depth understanding of the operations at the other areas and also reduces interdepartmental conflicts and pave ways for innovation. This approach helps in learning and development. Apart from this SIA trusts in team spirit and its achievement. Its 6600 crew members are divided into different teams and
The processes that have distinguished SIA from its rivals have been its extremely high service levels. SIA has built a competitive edge based on its orientation as a service organization rather than as an airlines company only. In terms of cabin seating, in-flight food and entertainment, hospitality and connectivity, SIA has relied on being a leader in
We go for manageable answers for social difficulties in ASEAN. Along these lines, we put resources into imaginative social organizations that impart our vision our altruistic aim, Lotus airline Foundation.
1. Jerry Kline and Grace Gallo are too eager in getting customers and reaching their quotas without thinking what would be its effect to the company. They focus more on money instead of having a good