Creating A Customer For Life- A Company To Emulate->Singapore Airlines

One of the most valuable things that any marketer can do for his or her firm is to help create a customer for life. With the cost of acquiring a new customer being so high this makes a lot of sense. Unfortunately, most companies do not know how to do this very effectively and lose out on the potential for creating an ongoing revenue stream from a satisfied customer. One company that truly understands how to do this, and is quite effective at it, is Singapore Airlines.

Over the years, I have always had great experiences in traveling on Singapore Airlines. When it came time to choose an airline for a recent trip to SE Asia, my 1st choice was Singapore Airlines even though I had to go a little bit out of my way to get on a flight. I’ve always had such a positive impression that I knew that my in-transit time of almost 30 hours from Atlanta to Singapore would be as pleasant as possible even traveling in coach.  It had been a while, but Singapore Airlines met and exceeded my expectations in many ways once I got on the flight to Singapore at JFK and on the return from Singapore, as well.  So much better than so many other airlines. It’s a company that knows how to do it right from start to finish.

1)Website- extremely user-friendly. Post booking reminders from the airline.

2)Check-in- all counters opened simultaneously and on-time with each employee enthusiastically greeting each and every passenger.

3)Boarding- generally done on a very orderly basis even though they had to accommodate almost 500 passengers for the A380 aircraft.

4)Cabin staff- all meticulously groomed and dressed. Very attentive to the needs of each and every passenger.

5)Accessories- clean pillows and blankets, newspapers to choose from when boarding, hot towels for refreshing, great inflight entertainment including WiFi, as well as an informative and entertaining SilverKris magazine.

6)Food-excellent food and snacks throughout the flights.

6)Bathrooms- clean and well maintained by the staff during the long flights.

7)Baggage claim-the bags were quickly available after the flights.

It’s this type of execution in all areas that has given Singapore Airlines the outstanding reputation that it has as the world’s most awarded airline and has solidified it as being my 1st choice in airline travel. It’s no wonder that it has recently been given the following awards:

FEB 2012

DestinAsian (Asia’s leading luxury travel and lifestyle magazine – Jakarta)

Readers’ Choice Awards (7th time running)

Best Airline – Overall

Best Airline for Premium Class Travel (First & Business class)

Best Airline for Economy Class

Best In-flight Entertainment

Favourite Airline Frequent Flyer Programme


Asia-Pacific Airline Retail Conference (UK)

Best Airline for Inflight Food & Beverage

Best Inflight Retailer

 JAN 2012

 Hurun Report 2012 (China)

“Best of the Best” ranking
Best International First & Business Class Award

DEC 2011

JoonAng Daily Newspaper (Korea)

Highest Brand of the Year 2011
Best Airline

 Business Traveler USA 2011

Best Airline in the World (22 of 23 years)

Best First, Business & Economy Class

Best In-flight service

Best Transpac Business Class

Best Business Class to Asia


Global Traveler (USA)
Best Airline in the World 2011 (8th consecutive year)


Condé Nast Traveller (India)
2011 First Readers’ Travel Awards
Best Business Airline, Overseas

 Asiamoney ( Hong Kong)

2011 Travel Awards

Asia’s Best Airline for First Class

Asia’s Best Airline for Business Class

If you want to follow a model for creating a customer for life, consider emulating what Singapore Airlines does in its business.



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