A friend of mine recently closed his bank account with a local bank after the staff was unhelpful and rude to him.
A few hours later the vp of that bank telephoned him and asked for feedback on her staff treatment of him and reasons for his a/c closure. My friend told her he was not interested to waste his time relating to her the reasons etc and asked her to refer to the branch manager. The vp was persistent and they spent almost 40 minutes on the phone. The vp was more interested in finding out what went wrong rather spending time to pacify my friend. My friend felt frustrated as he was made a guinea and wasted his time explaining the whole episode again.
Now here is the difference with SIA cabin crew. Whenever a passenger complains that the cc is rude or unhelpful or both cabin crew dept staff will called up the crew for an explanation. The complainiant will be contacted to give his side of the story. In the end,the passenger will be made to feel important by receiving an apology in writing or some sort of assurance that it would not happened again. There were times,depending on the severity of the complaint, my svp would invite the passenger out for a meal and a personal apology.
SIA also put aside a huge budget by setting up a pax complaint dept with staff to handle complaints.
Now you know why SIA service is far more superior than most airlines or in this case,the bank.