Comments on: Singapore Airlines, still a great way to fly? A brand analysis

By: SimpliFlying » Blog Archive » Why I feel JetBlue’s customer service is better than Singapore Airlines’

Tue, 28 Apr 2009 16:53:47 +0000

[...] flew from on SIA’s ageing Boeing 747 (read brand review) from New York to Singapore last year and it was the first time I had not flown their newer [...]

By: Adrian Cheah

Adrian Cheah — Wed, 18 Feb 2009 01:32:26 +0000

I had a lot of issues traveling sq with my sectors January 09 (with a practically argumentative intrusive customer service officer in their ticketing office which ignited me to log in a complain) via their website.
Took a week for them to reply with a small courtesy gesture (which in my opinion is too long, most do it within 3working days).I sent a reply to thank them for the pleasant surprise and my mailing address as requested and some follow up information, till now after more than 3 weeks has passed and I hear nothing from SQ.
In my case, brand experience/expression/etc.. is obvious….

By: SimpliFlying » Blog Archive » Cultural sensitivity is the key to building sustainable airline brands

Tue, 03 Feb 2009 08:14:35 +0000

[...] flew to from Delhi to Singapore yesterday on Singapore Airlines. Service was at its best, as always, but the Boeing 777 plane wasn’t very full. In fact, the load factor was startingly low – [...]

By: SimpliFlying » Blog Archive » Coming soon: SimpliFlying Buzz, the first airline marketing and branding portal on the web

Mon, 20 Oct 2008 01:36:08 +0000

[...] the web on Emirates A380 inaugural flight to JFK. Live coverage on August 1, 2008.Shashank Nigam on Singapore Airlines, still a great way to fly? A brand analysisShashank Nigam on Conde Nast Traveler 2008 airline rankings prove that product is the [...]

By: Shashank Nigam

Shashank Nigam — Sat, 18 Oct 2008 20:39:16 +0000

@Anomymous: Yeah, you are right that the experience wasn’t up to par with the expectations set in the advertisements, and that’s the premise for this analysis – whether SIA is still a great airline to fly with. But we have to take into account that brand experiences are results of cumulative interactions over multiple touchpoints with an airline. And SIA certainly aced the “Brand eXpression” aspect of my experience with them.

And no, I’m not affiliated with SIA or any other airline.

By: SimpliFlying » Blog Archive » Conde Nast Traveler 2008 airline rankings prove that product is the brand

Mon, 13 Oct 2008 18:47:40 +0000

[...] Singapore Airlines, still a great way to fly? A brand analysis [...]

By: Anonymous

Anonymous — Tue, 30 Sep 2008 16:03:56 +0000

The fact that SIA’s video system was not working throughout your New York to Singapore flight is quite a disappointment. Their advertisements on the website are so good, and make me want to fly with them. But don’t you feel betrayed when the experience in reality is so different?

Good branding analysis though. Did you work with SIA before?

By: Shashank Nigam

Shashank Nigam — Tue, 30 Sep 2008 01:00:24 +0000

@ Hansen: Great point. My main concern was the lack of product consistency as well. Interestingly, I found both my North America – Singapore and Australia – Singapore routes to be sub-par as compared to my previous experiences with SIA. So, I’m not sure if there is a regional-bias here, or it’s a general fleet renewal problem.

But I think it’s fair to say that products tend to differ in times of fleet renewal and that’s when setting the right expectations becomes even more important – which is really the premise for my analysis above. It is this, combined with service excellence that will keep SIA ahead of its competitors – and there are lots of them coming, from Etihad to Jet Airways.

By: Hansen Yeong

Hansen Yeong — Tue, 30 Sep 2008 00:49:29 +0000

I could accept the reasoning about the A380 delay, but widening standard gaps within the route network, especially sub-standard manner in which less lucrative routes are treated does raise eyebrows. The A330 is a stop-gap measure until the 787 and the A350 arrives, and I would be surprised if SIA decides to launch something new with it. I hope they do, nevertheless.

I have long argued that SIA’s regional configured premium class (business and first) is outrageous at best, especially when viewed with regards to the prices they are charging. But I have to concede that they are simply the best economy class out there, even on the aging 747. See if I change my views when I have a chance to sample some premium economy flights on other airlines.