Singapore Airlines Case - Essay Example

Singapore Airlines Case Introduction The success of any organization depends on the quality of services it offers to its customers. Those organizations which are more successful than others have competitive strategies that offer quality services to the market niche. It is therefore very important for organizational leaders to device ways of making their organization remain relevant in the market. In this case, we are going to look at how Singapore Airlines utilizes its management programs like training and performance measurement in order to remain competitive in the market. Elements of SIA’s workforce management program Young crew policy The management came up with a policy of recruiting young people between the ages of 20 – 25 who had completed high school level and had “O levels in English”. Young crew policy had some advantages. Young crew who were recruited was most likely to depict some sense of enthusiasm and keenness in their work. In addition, they were fit physically to manage the demanding job and to meet the thorough schedule. Furthermore, it was believed that most of the passengers enjoyed being served and attended by young and attractive men and women. Another implication of using young crew policy was that it reduced the substantial size of the applicant pool. This was because young people had the opportunity of studying in the university or getting other kinds of education thus reducing the number of desirable school leavers. The policy also provided opportunities for ensuring that the crew remained young by offering five-year renewable contract to the crew. This policy also offered a career path and a possibility of a lifetime employment contract to the stewards. Training program Those who were recruited were given six week training before being considered as qualified operational crew. Training covered such areas as personal grooming, poise, uniform care and also personal conduct. Practical lessons commenced by learning the names and purposes of all the available amenities available on the airline board. Other lessons dealt with various types of serviceware, glasses, dishes and other food serving items that might be used by the crew. Recruits were also taught of names and procedures for various drinks and dozens of food items served by the SIA. The training also covered some classes on how to handle emergencies and incidents on board. Performance Measurement and Feedback The performance of the crew were formally evaluated through staff interviews and also based on comments from the passengers. The performance report was based on three evaluations. First, flight stewards were appraised by senior flight stewards and stewardesses working on the same flight. Secondly, the performance review was done by a well experienced and knowledgeable steward(ess). Thirdly, there was a use of written complements and complaints from the passengers. The complaints and complements were forwarded to relevant department where the concerned crew was to be called upon to discuss with the manager and ascertain the facts. In case of any fault on the side of the crew, action of either discipline or coaching could was prescribed and the memo is placed on his/her personal file. Communication There has been a problem in communication within SIA as a result of continuous growth in staff and far-flung network. Circulars were used to convey information and to receive the feedback. The crew voyage report was a vital form of communication where this report indicated which member was in charge of each sector and also had a list of VIP to be accorded special treatment. Regular meetings were also instituted with the cabin crew i.e. preflight briefings, training check meetings, ward meetings and administrative staff meetings. In addition, SIA management published newsletters as another way of disseminating information. Training should be enhanced to include things like attitude and behavioral change. In the entire training program of the organization, there is nowhere attitude change is considered. Since attitude towards work determines job satisfaction, SIA top management should consider ways of enhancing character and attitude change within the organization. SIA advert The image of an organization depends entirely on how the public perceives it. Successful organizations are perceived positively by the general public. Positive perception comes as a result of recall and perceptive retention of an organization’s adverts by its potential customers. As in the case of SIA, the advert of the Singapore Girl attracted the attention of the passengers. The high quality photography in the advert portrayed a strong feature of stewardess which added value to the company’s services. In my opinion, the advert should not be changed but rather should be improved so as to attract and retain the passengers SIA’s service quality measurement Customer satisfaction is the main aim of every organization. Several companies have device means and ways of ensuring that their customers are well satisfied with the services being offered. Nonetheless, measuring the level of customer satisfaction has been one of the biggest challenges that organizational leaders encounter. Several strategies have been formulated without a major success. One of the strategies is ascertaining the ratio of the number of complements and complaints to that of number of customers being handled for a certain period of time. In the case of SIA, the management used the ratio of complaints to that of passengers handled as a way of ascertaining customer satisfaction. As much as the company has tried to ascertain factors that affect service delivery, there are other personal factors of the passengers that may not be directly connected to the company’s service delivery. In my opinion, I would recommend the management should also device strategies of curbing the personal characteristics of the passengers. By doing so, it is easier to ascertain those individual factors affecting the measurement of service quality. SIA six point strategy Although the company has tightly integrated departments, there are those departments that play a critical role in the attainment of organization’s goals and objectives. For instance, HR department plays a critical role within the organization. As part of a competitive strategy, I would recommend that some of the departments that are critical to the success of the organization be given first priority. For instance, focus strategy should be adopted where those departments that are sensitive should be accorded a lot of concentration Introduction of slot machines Change is the only permanent thing in this world. Organizations that do not adopt change are phased out of the market since the markets are dynamic and keep on changing. In the case of SIA, introduction of slot machines could bring a positive change into the company. For instance, installation of that machine could earn the company 50% of the take as a result of only carrying the machine. As a result of the continuous publicity that has yielded positive reception, it can be proposed that there will be more passengers using SIA. All these will be achieved as a result of adoption of positive change Conclusion As it can be seen, an organization’s competitiveness in the market depends on how it crafts and executes competitive strategies. Successful organizations have to carry out performance measurements strategies so as to determine whether its services meet customer satisfaction. As it the case of Singapore Airlines, it utilized its management programs for instance training and performance measurement in order to remain competitive in the market. Positive change is also needed so as to be adoptive to the ever changing market. References Gamble, A. A. (2005). Crafting and executing strategy : the quest for competitive advantage. concepts and cases , 17-23. Mahnken, T. (2012). Competitive Strategies for the 21st Century: Theory, History, and Practice. Stanford University Press. Miller, D. (2002). The generic strategy trap. in The Journal of Business Strategy , 37-41 . Porter, M. E. (2003). The Competitive Strategy: Techniques for Analyzing Industries and Competitors. Simon & Schuster. Wilson, J. P. (2005). Human Resource Development: Learning & Training for Individuals & Organizations. Kogan Page Publishers. Read More