Singapore Airlines’ mission is a global company dedicated to providing air transportation services of the highest quality and to maximise returns for the benefit of its shareholders and employees. SIA’s corporate core values are Excellence, Care, Safety, Integrity, Customer-Focus & Teamwork. They are the commitment to three main pillar which is service excellence, product leadership and network connectivity. As part of corporate social responsibility SIA’s conduct many donations, sponsorships, charities, education, arts and sports events as well as the environment and conservation. SIA’s have many programs of contributions in communities not only in Singapore but also in the overseas such as Australia, China, Germany, India, Japan, New Zealand, Philippines, South Korea, Switzerland & United Kingdom.
For the purpose of this paper, although SIA is doing many CSR activities we are proposing SIA’s work with NTUC fair price or Singapore Council of Women’s Organisations (SCWO) to collect the old books and old clothes send to the low-income country or low-development country when they are travelling to that country. Another suggestion is SIA organise for the orphanage and handicapped to have free airplane flight experience and sending them to near country like Malaysia, Indonesia to explore new things and get the new experiences for them.
Currently SIA’s customer service response for customer feedback and enquiries within the 10 working days. It will be better they can reduce from 10 days to within 5 days to get more customer’s satisfaction and needs. Although SIA is one of the best airlines, there have a lot of complaints from the customers regards to Food are not as per standard/ Flights delay/ online customer service replied are not helpful. SIA should review the customer feedback program on daily basis and solve the issue by proving their brand image of service excellent.
As part of carbon-neutrality, Singapore Airlines has joined the International Air Transport Association (IATA) in its commitment to reducing the industry’s emissions in three stages and it supports IATA’s Four-Pillar Strategy to address climate change, comprising technological, operational, infrastructural and economic measures. As part of cost saving, we are proposing SIA for the cleaning of aircraft instead of using water dry washing of aircraft can reduce costs and save a lot of water. Dry wash is a safe and economical cleaning product, it has been tested and approved by international aviation standards. Cleans surfaces without water, high-gloss surface after cleaning. It can save 15,000 litres and foam every three months to clean the wide-bodied aircraft.