Singapore Air Essay Example

Singapore Air Essay It is the basic difference between the product and a service. Singapore air has made a strong brand name in the field of aviation, they were formed in 1973 and immediate concerns for them were to provide customers with services that could make the customer experience every level of the entertainment and comfort. Singapore air is understanding and following the way they should treat their customers and make them feel and experience what has been provided to them. The airline does provide its customers with all the benefits and comforts they have asked for, the only difference occurs in the class. The airline is said to have so much in their entertainment package that it is enough to make customer differentiate it on the basis of features. It is claimed that Singapore air has got the highest number of entertainment options in the entire industry which are merely 600.They include the latest stock of at least 100 Movies, 80 TV Shows, Nintendo Games, 200 CDs, Audio Channels, Flight Camera s, Flight Statistics, Destination Info and Traveller Guides, and now Live TV Channels, all on demand (You can Pause, Fast Forward etc.) This system is supported on all of Singapores Aicraft, utilizing the Wisemen 3000 hardware and Dolby Digital Personal Cinmea Headphones for economy class, and Active Noise Cancelling Headphones for Raffles and First Class. (Service and Innovation).This naturally makes the customer experience something different. The quality services are not just limited to the planes but it starts right from the point the customer reaches for check in service. Surprisingly, it further serves customers by using a Singapore tourist bus which distinguishes it from others in service. In short we may say that word of mouth is the key in the marketing of Singapore air and further they do emotional appeal in their advertisements to attract peopleInseparable:Services are indeed inseparable from the provider, we cannot expect a customer to take the entertainment the airline provides to home, but what customer can take home is the experience that the airline provides. There are many ways to make customer realize that he/she has to travel in a particular airline, many of the audits do the job for airlines. Singapore air is a 5 star airline, which naturally portrays it as a top class mode to travel somewhere. Of course customer has got a specific time to enjoy the services offered by the air but for Singapore air, customers do wait for that time to come and if they are not aware of the services provided by the Singapore air, then they sooner know everything about it.The marketing for the service is done in a simple manner as word of mouth has got more meaning in such services, but the company could market itself as not only the provider of service but also the provider of many items that could fascinate the customer later on even when he/she lefts the airport. One of the good ways to do so is to apply a strategy used by Emirates and in the past, by KLM. S ingapore air could give small gifts to the customers or their children (if any), this would answer the inseparability issue as well as the marketing issue.Variable: (Heterogeneous)Another unique quality of services is that, they vary from customer to customer. Singapore air answers to it in a very unique and professional manner. There are three classes in almost every airline, first class, business and economy. The needs and requirements of the customers traveling in each of these classes are different. Singapore air addresses those issues and tries to provide the best possible to customers traveling in various classes. The service response starts differently from the point the customer moves to the counter for check in service. The first class/business class customers are provided different waiting launch with excellent product facilities and staff services, which gives the customer a hint of what is coming to them next. The economy class services are not to bad either, as usually the customers traveling in economy class have no much concern about the service but the destination.In response to marketing, the saving grace of any airline service is that the customers who travel from the business or first class usually group up with the similar people or people with equal caliber, so the word of mouth does support the service in this regard as the customers discuss what they experience with the similar people which transforms those people into potential customers. Customers further have a mindset when it comes to the class system, they know what they could possibly see in the first class or business class so therefore marketing is not an issue. However, Singapore air advertises in a way that in support with emotional appeal delivers a sentence to the customer that makes him/her feel different such as â€Å"Experience Singapore airlines business class†.Perishable:Anything which is not tangible (mostly) is perishable and it is an issue that no body can do a nything about. Services are of course for a limited time as they end once the customer walks out of the place of availing those services. Again the important point to consider here is that services are perishable and not the experiences, so the Singapore air has an intense concern on nurturing the experiences of customer. For the sake of this goal, the company has been doing many improvements in its systems. They not only have enhanced their entertainment within the airplane but also the increase in services can be measured from the point that there are currently 90 destinations they are having their planes at. They have further made a wider collection of aircrafts of almost every kind, making the customer to see Singapore air whenever he/she goes to airport and further there are Customer service centers which are acting themselves as reminders to the customers.;The company has done well in marketing itself, but there are yet few issues that need to be addressed such as the company can maintain a sound database of its first class and business class passengers by taking their contact info and also their office addresses and it can send them reminders about the new services (if exciting one – travel packages, family holiday plans etc.), and that in a way in which customer can give a response, such as by calling over a toll free Singapore air’s office number. This way the important customers would remain informed about the services. Meanwhile, for the purpose of cost reduction, the company can invest less in television advertisement as it would then have lesser meaning due to the use of direct marketing and word of mouth.SourcesService and Innovation, ;;http://www.answers.com/topic/singapore-airlines;;.World Airline Survey, ;;http://www.airlinequality.com/Airlines/SQ.htm;;.;;AppendixService and Innovation (http://www.answers.com/topic/singapore-airlines)Early on, Singapore Airlines became the first airline to offer free headsets and drinks. Its serv ice quality has made it the worlds most awarded airline to date.The KrisWorld Entertainment system that Singapore Airlines currently has offers has the largest range of Entertainment Choices of all Airlines with over 600 Entertainment options. They include the latest stock of at least 100 Movies, 80 TV Shows, Nintendo Games, 200 CDs, Audio Channels, Flight Cameras, Flight Statistics, Destination Info and Traveller Guides, and now Live TV Channels, all on demand (You can Pause, Fast Forward etc.) This system is supported on all of Singapores Aicraft, utilizing the Wisemen 3000 hardware and Dolby Digital Personal Cinmea Headphones for economy class, and Active Noise Cancelling Headphones for Raffles and First Class.In 2005, it was one of the earliest to introduce high-speed, in-flight internet service in March by installing the Connexion by Boeing system, and became the first airline in the world to offer live international television broadcasts using the same system from June [8]. In the same month, one can take up free language lessons using Berlitz Word Travelers interactive language learning programme, with 11 languages offered, and subsequently increased to 22 by November [9]. In December 2005, the airline offered free live news feeds it called Live Text News via its KrisWorld entertainment system [10].