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One of my favourite project presentations because it was very well received and I really enjoyed the process of working with 3 of my closest friends in NBS. Worked on this during my 2nd year in NBS.
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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
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
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
