Comments on: Airline branding book review: Flying high in a competitive industry – secrets of the world’s leading airline (SIA)

By: Hashikaa Nijhawan

Hashikaa Nijhawan — Sun, 07 Jun 2009 03:13:03 +0000

I found this book very interesting as it provided me a completely new perspective on SIA’s success which basically lies on following the basics; a key lesson for other airlines wishing to follow in its footsteps.

By: Ahmed Sultan, ITC

Ahmed Sultan, ITC — Sat, 09 May 2009 11:33:21 +0000

There is one more link between Singapore Girl and the integration of differentiation strategy with cost-leader strategy.
By reflecting natural femininity, grace, and warmth, the girl is acting in a lady-like style. Ladies highly care about their social (public) profiles compared with their private lives.

Seemingly, Singapore Airlines adopted the same style by investing in all “visible” aspects of operation and tightening the belt “behind the scenes.”
Email: management@ultraconsultants.net

By: Afshan Mujawar

Afshan Mujawar — Thu, 07 May 2009 06:14:00 +0000

I believe that an airline’s reputation or brand value comes from the way it treats its passengers, even those travelling on the lowest fare available. For instance, I used to regularly travel Emirates when I lived in Dubai. Their treatment of economy class passengers was professional but not warm. Also, there were more cases (Witnessed personally by me) where ground staff and cabin crew were unduly curt when attending to a passenger’s request. When I travelled business class with the same airlines, the difference was stark. The crew was much more warm and willing to go the distance to ensure that the passenger was comfortable and his/her needs were met, if not surpassed.

Same goes with Qatar. I travelled with them twice and both times the crew was rude (I did not see a single smile), uncooperative and the landing was terrifying! Things may have changed now but I have not flown with them since.

I understand that the fare that business or first class passengers pay is far more than that paid by economy class travelers but that should not result in lower quality of service. Correct me if I am wrong. Paying more should mean that you get better facilities and convenience. Quality of service should be equal for all. I think that’s where Singapore Airlines wins the game.

Everything from their advertisements to their crew to their service exudes a certain kind of warmth and a level of hospitality that makes ANY passenger feel welcome, comfortable, taken care of and most importantly, VALUED. Airlines should not just CALL their clients as ‘Valuable Customers’ but TREAT them likewise.

By: Michel Van Woudenberg

Michel Van Woudenberg — Wed, 06 May 2009 18:22:44 +0000

Enigma ? I think its about consistent execution and delivering above expectations. Today I received an email from Kris telling me that one extra flight before a certain date would get me a status that really I should be flying more for. Contrast that with KLM/AF who just cancelled 100K points after a representative of theirs told me that getting a ticket before YE would have them uncancelled. A second conversation (to book that ticket) unveils that I need to FLY with them before October. I will be in South America until then so cant so I just lost 100K points, KLM/AF will never see me again on their planes.

By: shashank Nigam

shashank Nigam — Wed, 06 May 2009 18:19:10 +0000

Aamer, great questions. Let me break down different aspects of the SIA brand that make it what it is, and compare it with other airlines.

1. Innovative and (often) lavish product – Emirates, Qatar, Jet Airways, Etihad, Virgin Atlantic?

2. Outstanding service – Qantas, Jet Airways, Thai, Malaysian, Qatar?

3. Punctuality – Qantas, BA, Southwest, ANA

4. Premium pax – EY, EK, QR, VX, QF, BA

5. Consistency of delivery of the above – Only SQ. No one comes close.

And I think it’s the last factor that puts SQ in a league of its own, even if others come close in the others. What do you think?

By: Aamer Quraishi

Aamer Quraishi — Wed, 06 May 2009 18:17:36 +0000

Hi Shashank;

Is there another airline better or equal to SIA? What is your opinion? and hey where’s my gift?

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By: Damien

Damien — Mon, 04 May 2009 10:33:53 +0000

I dont think there is an real enigma re SIA’s success.

SIA’s service is perpetually good if not impeccable. With the exception of a few other airlines, few matches SIA’s service. The real question is why not (Union, leadership, ownership, fleet, branding). What SIA does is closer to common sense then true innovation. Nonetheless as Voltaire was saying “Common sense is not so common” –

What’s up United Airline ? Not your Ebit and not your planes….