Improving Customer Relations at Tiger Airways

IMPROVING THE CUSTOMER EXPERIENCE

Chan Zhe Ying | Leonard Chng | Goh Chuwen | John Teo

AGENDA

Methodology

Targeted Areas of Concern

Recommendations

Summary

Q & A

2

METHODOLOGY

Information and feedback gathered from:

500 customers selected at random

Internet forums

Magazine Reviews

Newspapers

Consumers Association of Singapore (Case)

3

MOST VALUED ASPECTS

4

In-flight Experience

3%

Customer Service

21%

Ease of Check-In

8%

Punctuality of Flights

18%

Customer Support

17%

Customer Loyalty

Programme 5%

Ticket Price 28%

HOW WE FARED?

5

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

CustomerService

Ticket Price CustomerSupport

Punctuality ofFlight

Satisfied

Neutral

Dissatisfied

TICKET PRICING

6

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

CustomerService

Ticket Price CustomerSupport

Punctuality ofFlight

Satisfied

Neutral

Dissatisfied

CUSTOMER SERVICE

7

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

CustomerService

Ticket Price CustomerSupport

Punctuality ofFlight

Satisfied

Neutral

Dissatisfied

51% “Service with a smile”

FLIGHT PUNCTUALITY

8

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

CustomerService

Ticket Price CustomerSupport

Punctuality ofFlight

Satisfied

Neutral

Dissatisfied

48% Cancellations

Delays

Informing customers

CUSTOMER SUPPORT

9

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

CustomerService

Ticket Price CustomerSupport

Punctuality ofFlight

Satisfied

Neutral

Dissatisfied

72%

Flight cancellations

Lost Baggage claims

Refunds

KEY ISSUES

1. Customer Service

2. Flight Punctuality

3. Customer Support

10

IMPROVING CUSTOMER SERVICE

11

12

IMPROVING CUSTOMER SERVICE

Inefficient 8%

Others 3%

Poor

Communication

Skills

12%

Lack Initiative

27%

Impolite

26%

Unfriendly

24%

IMPROVING CUSTOMER SERVICE

Main concerns of Customer Service

Lack of understanding

of good customer

service

Customers require a

minimum standard of

customer service

A more customer

focused culture

13

IMPROVING CUSTOMER SERVICE

Training Programmes

Improve the quality of our

customer service

New Reward System

Maintain the quality of our

customer service

2 Prong Approach

14

IMPROVING CUSTOMER SERVICE

Training Programmes

Learn the expectations of providing good

customer service

Task identity & significance

Improve the image of our staff

15

IMPROVING CUSTOMER SERVICE

New Reward Systems

Evaluated on performance based on a standard

of service protocols and procedures

Incentives offered to good performers

Feedback on the evaluation

Maintain the quality of our customer service

16

IMPROVING

ISSUES PERTAINING TO

PUNCTUALITY OF FLIGHTS

17

IMPROVING MANAGEMENT OF FLIGHT ISSUES

Flight Alerts 19%

Flight Delays

43%

Others 3%

Flight

Cancellations

35%

Main concerns of Flight Punctuality

Flight delays

caused by

technical issues

Eventual

cancellation of

flights

18

IMPROVING MANAGEMENT OF FLIGHT ISSUES

Improving maintenance of our planes

Regular maintenance and thorough checks

Trainings of our technicians

TRAIN NOT JUST TO MAINTAIN; TRAIN TO

EXCEL

Minimize flight delays and cancellations

19

IMPROVING MANAGEMENT OF FLIGHT ISSUES

Flight Alerts 19%

Flight Delays 43%

Others 3%

Flight Cancellations

35%

Lack of flight

alerts

Cancellation of

flights with no

notification

20

Main concerns of Flight Punctuality

IMPROVING MANAGEMENT OF FLIGHT ISSUES

Better communication of flight alerts

Employ a team dedicated to managing flight

alerts

Implement a system to automate sending out of

flight alerts

Keep the situation under control

21

IMPROVING COMMUNICATION MEDIUMS

22

IMPROVING COMMUNICATION MEDIUMS

Problems with Hotline

Only 9am to 9pm

Often engaged or

unanswered

Poor information

coverage

Poor Follow Up

with Queries

14%

Uninformed Staff

10%

Others 2%

FAQ

Usefulness

33%

Problems

with Hotline

41%

Main concerns of Customer Support

23

“It seems almost every hotline extension ends up

instructing me to visit the website. When I

requested to speak to the customer service officer,

I’m often left listening to music for more than 30-

45 minutes before I finally decide to hang up. Why

can’t the hotline provide some computerised

information for common queries?”

Homer Lee

Tiger Airways Customer

IMPROVING COMMUNICATION MEDIUMS

24

Improving our Hotline Services

24 hour hotline

Round the clock coverage

Computerised extensions

Information on general enquiries such as bookings,

check-in issues and services for handicapped

passengers

IMPROVING COMMUNICATION MEDIUMS

25

Improving our Hotline Services

Additional Hotline Operators

Hire more well-trained operators

Conduct mandatory 3-day training course for current

operators

Upgrade network to handle a larger number of calls

IMPROVING COMMUNICATION MEDIUMS

26

IMPROVING COMMUNICATION MEDIUMS

Poor Follow Up

with Queries

14%

Uninformed Staff

10%

Others 2%

FAQ

Usefulness

33%

Problems

with Hotline

41%

Main concerns of Customer Support

FAQ Usefulness

Disorganised and

cluttered

Difficult to locate

questions

27

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28

INSERT TITLE

Insert content

29

Improving the organisation of FAQ

Reclassify into 2 categories

Travel FAQ to address flight day issues

Technical Support FAQ to address pre-flight and post-

flight services

IMPROVING COMMUNICATION MEDIUMS

30

AGENDA

Methodology

Targeted Areas of Concern

Recommendations

Summary

Q & A

31

SUMMARY

32

Customer Service

• Training Programs

• New reward system

Flight Punctuality

• More regular maintenance

• Dedicated flight alert team

Customer Support

• 24-hour hotline

• Improve on FAQ

Chan Zhe Ying | Leonard Chng | Goh Chuwen | John Teo