Singapore airlines customer relationship management

  • How does Singapore Airlines segment its customers?

    SIA has used traditional approach adopted by legacy carriers for segmentation.
    SIA focuses on 1) business travellers (“business class passengers”) and 2) the price sensitive leisure travellers (“economy class passengers”).
    These 2 different groups of consumers differ primarily on their preferences..

  • SIA has used traditional approach adopted by legacy carriers for segmentation.
    SIA focuses on 1) business travellers (“business class passengers”) and 2) the price sensitive leisure travellers (“economy class passengers”).
    These 2 different groups of consumers differ primarily on their preferences.
  • They are big spenders and enjoy cultured living to the max.
    If we look closer within the Leading Lifestyles Community, we see Singapore Airlines customers are likely to be Bluechip, Domestic Bliss and Humanitarians Helix Personas.
    They are typically educated and classed as big spenders.
  • To be the best, SIA's service style thrives to identify what passengers need before they even ask.
    If that means the cabin crew often walks down the aisle to offer refreshments or warm towels, it also means installing wireless internet across the fleet or sending out SMS text messages to passengers for flight statuses.
Jun 15, 2023The CRM system enables the airline to identify and segment customer groups based on their preferences, travel patterns, and loyalty program 

How Singapore Airlines provide high quality services to their passengers?

However during the internship period I have watched how Singapore airlines provides high quality services to their passengers inside airport.
Services include:

  1. fast check in
  2. warm greetings
  3. handling pressure with a nice gesture and cool mentality under every circumstance
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What is Singapore Airlines' new customer case & knowledge management system?

Singapore Airlines (SIA) is set to develop and implement a new customer case and knowledge management system, leveraging its partner customer relationship management firm Salesforce.
The new system, 1Point, will help enhance travel experience by supporting “consistent and more personalised” service across various ground-based customer touch points.

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What is the customer service expected from Singapore Airlines?

The second most important aspect of the customer service expected from Singapore Airlines is the reliability of the staff and the services followed by the physical and tangibles facility based services provided by Singapore Airlines to its customers.

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Why is Singapore Airlines implementing 1point?

SIA senior vice president for customer services and operations Marvin Tan noted that the implementation of 1Point is an important step in the company’s digital transformation. “It is an investment in new technologies that ensure that Singapore Airlines is ready to support the evolving customer requirements in the coming years.


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