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Opinion CX Infrastructure

Singapore Airlines Reveals Continued Investment in CEM Leadership

Singapore Airlines has always been an industry leader in the area of customer experience. Personal experience has shown that, while they don’t always get it right, as a company there is a leadership vision around ‘investing in infrastructure’ to support a CX leadership strategy.

The most recent announcements, including updates about the forthcoming Accenture-led CEM system being built for the airline all point to a consistent belief at two levels:

1. The important of customer experience as a differentiator and source of leadership advantage

2. The belief that strong infrastructure can create opportunities that processes and people management can’t.

Singapore Airlines has always stood out for replacing its in-flight products long before they start falling apart — a market contrast to other leading global airlines. In this case, only a few years after launching their first edition 777 business and first class products, they have already upgraded to new generation which incorporates the latest technology and comfort features.

Equally important is the commitment to deeper systems infrastructure — geared toward empowering team members both on the ground and inflight to deliver a superior and more personalized customer experience. If there’s one thing we can fault Singapore Airlines for its the team’s over reliance on systems to deliver the customer experience. It has however allowed a level of consistency to be developed that most airlines can’t achieve.

Apr 3, 2014 | Original Link
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