Complaints in recent years have centred on a marked deterioration in service standards in the air and on the ground.
Two points require SIA's immediate attention:
1. Customer hotline
Frequently a cause for complaint, SIA's customer hotline has drawn heated criticism from customers who lament appallingly long, and sometimes futile, waits of up to an hour just to reach a customer service officer. Customers pay premium prices to fly with SIA for a simple reason: seamless service. On the contrary, they end up feeling exhausted and short-changed.
2. Inflight service standards
The carrier has slipped going by the rankings. SIA tumbled to fourth place in the Best Cabin Staff category at this year's World Airline Awards, from third position in the same poll last year. In the same survey by aviation industry consultancy Skytrax, which polled more than 16 million passengers from over 97 countries, Hong Kong's Cathay Pacific netted the prestigious Airline of the Year award. SIA was named Airline of the Year last year but had to settle for second place this year. SIA ought to go back to basics: putting customers first.