Technology and Change Management at the Singapore Airline - Case Study Example

Name : xxxxxx Tutor : xxxxxxx Title : TECHNOLOGY and CHANGE MANAGEMENT AT THE SINGAPORE AIRLINE Institution : xxxxxxx @2009 Technology and Change Management at the Singapore Airline Abstract Singapore airline is a leading airline industry in Asia. It is highly credited for best practices and ideal management. The airline is renowned for quality service provision in an effort to enhance customer retention and satisfaction. The Singapore airline operates at an international level. The managerial strategies put in place at this airline are varied but well incorporated. The great success gained in this airline is owed to its top management. The airline has been able to survive in the wake of a number of challenges facing rival airlines. This paper examines how this airline has managed to effectively put in place innovative management strategies to attain its success. Executive summary Singapore airline has been known for its best practice in the airline industry since its inception in an as early as 1947. This airline is evidently ranked among the fifteen best airlines in the globe. The service provision in this airline is exemplary and many other airlines are out to copy a number of management strategies from it. It is known for having been the first to adopt a number of world class technologies in the aviation industry. Most of the air crafts used by this airline are made of the most recent technology. The airline is credited for setting the pace with regard to innovations in technology and was the very first to adopt the world biggest carrier; the A380. The fleet collection includes a large variety of large carriers like the air buses and the Boeing. It is currently operating on two major long routes in the world. Since its separation from the Malayan airline with which it initially ran as a joint venture, the management of the airline has always worked towards the adoption of the best technologies to earn it world wide recognition. The management strategies put in place at this airline are such that can automatically ensure the survival of the airline in this very competitive industry. With regard to modern development, the airline not only uses the latest designs in aircrafts but has also adopted a number of information and technology strategies in its management and operations. The operations at this airline are thus marked by a number of innovations in both aircraft systems and flight telecommunication. Other than offering the best technology in flights and in the telecommunication system, the airline has upgraded its ticketing system and moved in to the use of electronic ticket systems. Other latest innovations in the airline included the provisions of ideal entertainment and prestigious meals on all its flight. This airline is known for setting the pace in innovations and all the emerging trends of relevant technologies. The innovative technologies at Singapore airline The use of Electronic tickets by the Singapore airline Since the management of the Singapore airline adopted the use of electronic tickets, air travel experience has greatly changed. This system of ticket issuance is more secure than the use of paper tickets. This is because the customer needs not to worry of any loses as the information is safely stored within the systems of the airline. Such tickets can preferably be bought with the use of both credit and debit cards (Singapore airlines limited 2009).The issuance with regard to the use of both credit and debit card is limited to the card holder alone though the card holder is justified to purchase a ticket for any other person using his or her credit or debit card. The airline has put in place very ideal electronic software that tracks the card details of the customer. To further boost the use of technology with the use of this form of tickets, the Singapore airline takes the responsibility of mailing the receipt alongside the billing details to the purchaser of the ticket. While checking in at the airport, the customer is only expected to present the payment card alongside the passport (Soekkha 1997). With the use of electronic tickets, the booking can either be upheld locally at the offices of the airline or alternatively upheld by certified travel agents. Each ticket booking is limited to a certain period. This implies that payment has to be met within that set period of time. The airline reserves the right to cancel any reservation in case payment is not met within the expected period of time. The use of electronic tickets at the Singapore airline has also spread in to the provision of online booking services. This implies that potential customers need not to go to the airline offices or chase up travel agents to book for their flights. Online services provided by this airline are such that enable the potential customer to access the same booking services via the internet. The airline has thus launched its web site where customers can login in at any time to check on the available flights and also make reservations. This makes the booking process very swift as customers can book and check on their travel status from any place including their own places of residence and work. This is also an aspect that greatly reduces congestion at the booking terminus at the airlines’ offices (Kuan 2000). For the purpose of security with regard to customer information for all forms of online booking, Singapore airline acknowledges the use of encryption. This is a sophisticated technology of information scrabbling with the purpose of ensuring its transmission a cross the web is ideally protected. This technology makes it possible for a customer’s information to be protected from access by unauthorised individuals. The Singapore airline website incorporates the use of the 128 bit form of encryption. This is thought to be one among the highly competent forms of encryption. With the use of this technology, all the contents of the customer’s information on the web site are confidentially kept (Singapore airlines limited 2009). The ISO Certification and Total Quality Management of Singapore Airline ISO/IEC: the international standardization organization/ the international electro technical commission is a renowned world wide body of certification. The adoption of this certification calls for the need to for a company to put in place information and telecommunication frameworks that are up to date. Such tools should be such that are recognized and acknowledged by the ISO. Singapore airline has adopted all the relevant tools needed for this certification. These highly effective information and technology tools are used in all its processes. This certification is presumed to be a quality standard measure for the adoption of IT infrastructure in the management of companies. Singapore airline attained this certification with the goal of enhancing quality service provision and fostering customer satisfaction. The motive of this certification by the Singapore airline was driven by the highly competitive nature of the airline industry (Clifford 2008). The adoption of this certification has helped to ensure transparency in both roles and responsibilities and has generated a number of benefits including: fostering the public image of the airline, earning the airline a competitive advantage over its rivals, benchmarking all its processes against all established and expected best practices. The adoption of this certification by the airline has also translated in to customer loyalty and undisputable satisfaction. The service delivery frame work has equally been formalised with the adoption of this certification. The competitive advantage earned by Singapore airline with this certification has been measured by consistency, scalable service provision and cost effectiveness. The adoption of various information and technology tools has enabled the airline to shift to an electronic age from the use of lots of paper and manual service provision. The Information and technology tool are used in ticketing, tracking of customer needs and complains, Web enabled services including online booking and calculation of costs (Clifford 2008). With regard to total quality management of this airline, it emerges that the top management perceives this airline as a service Provision Company and not a transport company. The airline has very competent planning methods with outlined goals. With regard to customer satisfaction, this airline a very ideal way of tracking the needs of its clients. This is a tool that has ensured customer loyalty and has translated in to lots of compliments from those who have been served by the airline. The airline uses computer technology to manage all its processes; this is normally done through process controls (Clifford 2008). Innovative change in Fleet technology With regard to the technology in the fleet system, this airline has been able to adopt a number of most recent designs in aircrafts. This air line has the most recent aircrafts and any old models are immediately replaced with the most recent makes of aircrafts. The airline is said to have been the first to adopt new aircrafts like the Boeing 747 and the Boeing 777. In 2006, this airline was the very first to adopt the use of the world largest carrier A-380. All the airlines are ideally branded with the image of the airline to further distinguish it from its arch rivals. This airline is said to have managed to fly Concorde between London and Singapore. The airline has a very clear strategy with regard to the adoption of technology. The use of the latest models of aircrafts has been identified by the management as a strategy that is vested towards cost efficiency. These newly developed aircrafts are used for the purpose of marketing the airline as well. The launch of direct services between New York and Los Angeles that came in 2004 earned it world wide recognition. This is also an aspect that indicated the competency of the airline with regard to innovation. The management of the airline highly recognizes the fast rate with which innovations change especially on being adopted by rival airlines (Lelieur 2003).This explains why the airline heavily invests in R&D and latest technology to position itself a head of its arch rivals. The airline has effectively managed to penetrate in to new markets using its newly designed aircrafts. With proven efficiency of the A-380, the Singapore airline has managed to launch its services using this carrier to Hong Kong. As at present this airline operates daily flight services between these two destinations (The Sun-Herald 2009).The services have been reported to be very profitable with lots of reliable customers and exemplary high load factors for all the routes plied using these newly designed aircrafts. The figure below depicts the interior design of the A-380 carrier adopted by the Singapore airline. (The Sun-Herald 2009). Innovative service provision Since its inception as a separate entity on parting ways with the Malayan airline, Singapore airline has managed to maintain a very high profile with regard to innovation (Tina 1988). The airline has been leading in both flight and luxury innovations. This airline is evidently very profitable and the top management is behind the every effort to maintain the brand recognition (Mike 1997). This airline was the very first to launch the provision of hot meals and a range of free beverages. In line with this was the provision of a number of free alcoholic alongside various non alcoholic drinks. Such luxuries are said to have come along with provision of hot towels that held a unique pleasant scent (Hoover 1992). In order for the customers on all the flights to be ideally entertained, the airline resolved to the introduction of various entertainment systems that included video services that could be offered on demand of the customers. Innovation in this airline is recognized as a driving force. This is upheld through sophisticated experience and excellent cabin ambience (Nigel 2002). Innovative change management in the field of operation When the airline was established, its operations were only limited to the provision of aviation services to passengers. At the moment, the airline has broaden its service provision and it now offers transport services for cargo, airport terminal, various services in aeronautical engineering and the training of aircraft personnel including pilots and other aircraft service providers (Ann 2004). This airline also offers various forms of both retail and wholesale activities. This is also one among very few airlines that offers computer generated services (Eugene 2002). The Singapore airline also offers aircraft maintenance services alongside marketing and provision of lots of cargo community systems. Other than the provision of services related to the aviation industry, Singapore airline also offers the sale and provision of linen and laundry services (Triant 2006). Owing to its use of the latest makes in aircrafts especially designs by Boeing and Airbus, this airline has also resolved to the provision of hydro mechanical tools and equipment for these two aircrafts (Rigas 2006). The Singapore airline has also broadened its scope of service provision to the food and beverage industry not with limit to the passengers on board but to the entire market. This airline thus offers a number of sea foods and various forms of fruits and vegetables (Nesheim 2005). This airline is highly credited for be one among few airlines that offers very excellent catering services on board. This broad service provision enables the airline to gain diverse recognition and at the same time widens its marketability (Singapore Airlines Ltd 2009). This is an aspect that explains why the shares of this airline are highly traded on the stock market. The figure below illustrates the ever increasing marketability of the shares of the Singapore airline on the stock market. Derived from (Singapore Airlines Ltd 2009). Technology and change management in the adoption of the Singapore Girl brand For the airline to effectively enhance its brand recognition, the management sought the services of an excellent French designer who managed to design very excellent uniforms for its crew commonly called the Singapore Girl (Gerald 2003). This came on parting ways with the Malayan airline in 1972 when this airline became established on its own. The design of these uniforms for the crew members of this airline was such an ideal distinctive feature. This has for ages on become a very powerful brand image with a lot of aura and status revolving around it. The image encapsulated in the Singapore girl depicts the Asian culture and values coupled with high levels of hospitality (Werner 2005). This is indeed an excellent personification of this airline in an effort to illustrate its commitment towards ideal service provision (John 2000). This brand recognition was further boosted in the year 1994 when the Singapore girl was adopted by the London museum as a commercial figure. The management has made sure that the recognition of this image attains international recognition in both Asia and around the globe (Hoover 1992). Conclusion The Singapore airline is remarkably the best airline in the whole of Asia and among the leading airlines in the globe. This air line has been greatly transformed by a number of technological innovations ever since it came in to operation as a single entity. The role of the top management of this airline has been very influential in determining the excellent trend of the airline. The competitive nature of the aviation industry calls for the adoption of ideal mechanisms to enable an airline to earn a competitive advantage over its many rivals. The management of this airline recognizes the urgency with which innovations cease being innovative especially when many rival airlines adopt the same technology. This point to the reason why Singapore airline not only leads in the adoption of advanced technology but also channels lots of its funds in to future technologies. This is an airline that has always been the first to not only adopt the latest designs of aircrafts but also implement a number of other flight related services like in-flight catering. The service provision at this airline is equally an ideal indicator of advanced technology. The airline has invested in the training of its service providers on the provision of excellent flight services. Other than training its personnel on the latest forms of flight service provision, this airline has also adopted the use of the most recent technology in the provision of its booking and ticketing services. The airline has therefore moved from the use of paper tickets to the use of electronic tickets. This has come with the adoption of a number of various highly effective computer soft ware technology. When a number of other airlines are facing a number of uncertainties on predicting the expected capacity in line with the implicated economics, this airline is still earning profits. The use of advanced technology in this airline is an ideal marketing tool that attracts very many customers. The management thus focuses more on the provision of quality services with the use of the most recent technology. Bibliography Ann, E 2004, Strategic management for tourism communities: bridging the gaps Volume 16 of Aspects of tourism. Channel View, London. Clifford, D 2008, Implementing ISO/IEC 20000 Certification: The Roadmap ITSM library, Van Haren Publishing, New Jersey. DIANE Publishing Company 1995, Global Competitiveness of U. S. 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