Singapore Airlines: Case Study: Singapore Airlines

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1.0 Introduction Singapore Airlines (SIA) has come a long way since their founding in 1972. They fly one of their youngest aircraft fleets in the world to destinations spanning a network spread over six continents, with their Singapore Girl as their internationally-recognisable icon providing high standards of care and air transportation service that customers have expect of them. SIA is also part of the 28 star alliance member in the airline industry. The Star Alliance network is proud to have some of the world’s most respected airlines as members such as Singapore Airlines by offering customer convenience, comfort and efficiency when travelling. Singapore Airline’s mission is dedicated to providing air transportation of the highest quality …show more content…

Through this new channel, employees can use and provide direct feedback to the company relevant department. This channel should also offer employees real-time news for worker out on the front lines. BeHeard should be capable in delivering information specific to both departments and individuals. In this time and age, SIA should also take social participation public. Interactivity like providing feedbacks to the company does not end within the brand. SIA should allow employees to use platforms such as Facebook, Instagram and Twitter. In SIA a global company, there are many different departments operating at the same time. From Finance Department to Marketing Department to Service Development Department to Cabin Crew Department to etc. SIA should have a cross department once every two years to allow employee to understand and have knowledge to what is going on in another …show more content…

It can also dramatically increase exposure for certain messages. There are many younger generation in SIA recently. They are believed to be the GenY babies. With this GenY babies, they are more close to social networks. They will then prefer to use social network instead of company’s network to voice out what they feel about company. Strong modelling of social media best practices among leadership becomes essential. SIA does not need to mandate any employee to actively promote the brand, but constantly modelling the process to demonstrate the benefits of social communication, in return it allows the employees to be more than happy to

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