As a typical flier about the world, I would usually experience the mental shock of coming down the service levels as I transited from my Singapore Airlines flight, on to a domestic US carrier. It did not matter no matter whether it was American, Continental, Delta, United, or US Airways, it did not matter if the transition was from economy to economy, or from Business class to domestic Initial class, it was a always a jarring, thud of a drop. In no way mind that I was most likely the only individual within the domestic 1st class who had really paid a Very first class fare, compared to my upgraded cabin mates.
In my life, with virtually a million flown miles on Singapore Airlines, plus the highest level of frequent flier (Solitaire PPS) achieved after 5 continuous years of loyalty, I have been upgraded only once. I'm not complaining. It was this fanatical devotion to non-dilution of their premium classes, and slavish offering of the most effective consumer service, that put the premium classes of foreign airlines like Cathay Pacific, Emirates, Singapore Air, Virgin Atlantic, and others, way way above their full service US carriers, in particular on international routes.
The US "full service" carriers led the globe in, towards the glamorous world of air travel, and also in, towards the decline of mediocrity, with their commonly poor service, all of the way from the reservation till baggage collection, or in quite a few a case, attempted baggage collection. Distributing free class upgrades like candy, only lowered the quality of service within the premium classes, and with it, brand equity, even further.
Twice, I have faced drinking water rationing on an international flight, each having a US carrier, both in Organization or Initially class. Once ex Heath-row to JFK, and as soon as from LAX to Tokyo. 8 or 10 hours with one little bottle of water? Why? The catering department forget to load enough water! Compare this with Emirates which offers its 1st class passengers showers on-board its Airbus A380. Quite a few of us have observed a spoof of an airline announcement by MAD Television where the "a-la-" method is taken towards the extremes of charging for seat-belts and emergency oxygen. In 2007 we all laughed in the ludicrousness of this announcement. Much less than 1 year later, the a-la- technique is really a reality we grudgingly accept.
Coming back to Singapore Airlines. Previously, the economy class exit rows were ordinarily occupied by the members. At a time when corporation budgets are shrinking and executives are necessary to fly economy, the extra legroom of an exit seat is one of the soft perks the loyal, but harried traveler, can appear forward to. With only two to 8 seats per flight, even Singapore Airlines agrees, it is not a income raiser. My question to CEO Kong, why risk the alienating your passengers by this move? There could be logic in this move, but customer perceptions don't follow logic. Either that you are a full service "5 Star" airline or you might be not.
In my life, with virtually a million flown miles on Singapore Airlines, plus the highest level of frequent flier (Solitaire PPS) achieved after 5 continuous years of loyalty, I have been upgraded only once. I'm not complaining. It was this fanatical devotion to non-dilution of their premium classes, and slavish offering of the most effective consumer service, that put the premium classes of foreign airlines like Cathay Pacific, Emirates, Singapore Air, Virgin Atlantic, and others, way way above their full service US carriers, in particular on international routes.
The US "full service" carriers led the globe in, towards the glamorous world of air travel, and also in, towards the decline of mediocrity, with their commonly poor service, all of the way from the reservation till baggage collection, or in quite a few a case, attempted baggage collection. Distributing free class upgrades like candy, only lowered the quality of service within the premium classes, and with it, brand equity, even further.
Twice, I have faced drinking water rationing on an international flight, each having a US carrier, both in Organization or Initially class. Once ex Heath-row to JFK, and as soon as from LAX to Tokyo. 8 or 10 hours with one little bottle of water? Why? The catering department forget to load enough water! Compare this with Emirates which offers its 1st class passengers showers on-board its Airbus A380. Quite a few of us have observed a spoof of an airline announcement by MAD Television where the "a-la-" method is taken towards the extremes of charging for seat-belts and emergency oxygen. In 2007 we all laughed in the ludicrousness of this announcement. Much less than 1 year later, the a-la- technique is really a reality we grudgingly accept.
Coming back to Singapore Airlines. Previously, the economy class exit rows were ordinarily occupied by the members. At a time when corporation budgets are shrinking and executives are necessary to fly economy, the extra legroom of an exit seat is one of the soft perks the loyal, but harried traveler, can appear forward to. With only two to 8 seats per flight, even Singapore Airlines agrees, it is not a income raiser. My question to CEO Kong, why risk the alienating your passengers by this move? There could be logic in this move, but customer perceptions don't follow logic. Either that you are a full service "5 Star" airline or you might be not.
About the Author:
Ramon van Meer is an expert on finding the right option for Business Class to Sydney and First Class Flights. His company Lets Fly Cheaper offers for Business Class to shanghai with the best personal service.
Comments :
0 comments to “Singapore Airlines - A 5 Star”
Post a Comment