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Bryan: The company we have chosen is Singapore Airlines and the business information system that we are focusing on is Customer-Relationship Management. The CRM system helps manage relationship with customers. It also helps to coordinate business processes that deal with customers in sales, marketing and customer service. The three main functions are customer service, sales force automation and campaign management.

Mirza: There are a few ways SIA used the CRM system to solve their problems.

Firstly, the CRM system helps integrate with all the social media channels which is beneficial as tracking interactions is crucial. Engaging with one’s customers on social media can aid you in understanding the customer better which will then enhance their experience.

Secondly, it also helps remove out-of-date information . Customer data changes often and it is critical that SIA does not fall behind using old information. Regularly going through the data and asking the customers to verify their details are effective ways to ensure the data is still relevant.

Thirdly, the marketing team of SIA can use CRM to make forecasting easier and more precise. They can foresee opportunities clearly and map out the the customer journey, giving them a better understanding of the sales pipeline. It also allows one to include information on their customers’ likes and dislikes about certain services provided by the company.

In general, it creates a 360 view of the customer, recording their various interactions with the business and by producing the relevant information needed to have better conversations with customers.

Syarah: A benefit of CRM is that it Improves customer retention. An example of a benefit that CRM has brought to SIA is the development of a new app. Using CRM, SIA recognises this particular target audience for this app. The new app, a digital wallet app, benefits their customers specifically the frequent flyer customers. The digital wallet app digitalises their mileage so that they can use that for purchases at retail outlets. The app improves customer retention as the frequent flyer customers would stay loyal to SIA as it brings about benefits such as this. Singapore Airlines has also introduced the Krisflyer program, for frequent flyers and it is described as a reward system for this group of customers. There are three tiers to this membership and members are rewarded the more they travel. the different types of membership are Krisflyer, Krisflyer silver, Krisflyer gold and priority passenger service club. The reward system that the program provides include using the miles earned for flight upgrades. SIA aims to reward loyalty of their customers using this system. Therefore, this improves customer retention as this would make them loyal to SIA due to the rewards they receive when using this airline frequently.

Rosh: The quality in-flight entertainment, seat comfort and meals have consistently satisfied the airlines’ customers. This consistent high standard of quality maintenance regarding their products and services has allowed SIA to be rated as a 5-star airline.

Regarding SIA’s customer relationship marketing, esthetic experience can be related to it. Esthetic experience is involving customer delight in an improved, extraordinary physical configuration. The abilities of the flight attendees in providing products and services are constantly improving due to initiatives of SIA. The satisfaction of personnel will offer better services to customers, overall establishing excellent customer service.

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Syarah:
In conclusion, SIA is a company that is constantly evolving and improving themselves in terms of their services and products. With the systems in place, SIA has been able to gather new customers and also retain customers due to their innovative products and services. SIA is also an important company for Singapore as it places the country in a favourable position, making them the #2 airline in the world.

Roshni:
SIA is gradually becoming a world-renowned company as they continue being more productive in their services and targeting larger audiences. The customer service aspect of SIA has an extremely high priority in the company which has resulted in many SIA customers. This continued growth in the industry will definitely help SIA remain as one of the strongest competitors in the airline industry.

Mirza:
To conclude, SIA is putting a lot of effort in improving its products and services so as to provide their customers a more enjoyable experience flying with them. With the help of its information systems, they are able to know more about what their customers want and need. This will help them work towards useful improvements in their services. This is what makes SIA one of the best airlines in the world.

Bryan:
In a nutshell, Singapore Airlines has used the many information systems in order to make sure that their company can continue to keep up with this ever changing world and continue to offer their customers the best possible experience. Be it in terms of in flight amenities or buying tickets online or loyalty rewards. They make sure that their brand continues to stand well above the rest in order to remain the prestigious airline it continues to be.

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This article talks about a new app that Singapore Airlines is implementing in the near future. The app being launched is a digital wallet app that uses the world’s first blockchain technology. This app is specifically targeted at their Krisflyer- frequent flyers customers. The miles that this group of customers have would be digitalised and can be used for purchase at retail outlets.

This benefits SIA as it improves the digital side of their business. In addition to that, it also benefits the customers, specifically those with a Krisflyer membership. This also contribute to SIA’s goal of being the world’s leading digital airline.

Background of SIA:

SIA commenced operations 45 years ago in 1972

It uses the ‘Singapore Girl’ as branding for their company

The SIA logo is a bird inspired by a silver kris

SIA flies to 62 destinations in 32 countries and 5 continents

SIA has strong presence especially in South East Asia

In 2017, SIA was ranked #2 best in the world

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SINGAPORE: Singapore Airlines' (SIA) Krisflyer frequent flyer miles will be "digitalised" and can be used for purchases at retail outlets in the near future, the airline announced on Monday (Feb 5).

A new Krisflyer "digital wallet app" employing "world-first blockchain-based" technology is expected to be rolled out in the next six months, SIA said in a media release.

"It will allow the extensive KrisFlyer membership base to use 'digital KrisFlyer miles' for point-of-sale transactions at participating retail merchants," SIA said.

A proof-of-concept exercise with KPMG Digital Village and Microsoft was conducted and the app will be introduced in the Singapore market first, the airline added.

"This groundbreaking development in which we will be using blockchain technology to 'digitalise' KrisFlyer miles is a demonstration of the investment we are making to significantly enhance the digital side of our business for the benefit of our customers," said Singapore Airlines CEO Goh Choon Phong.

"It is in line with our recently unveiled Digital Innovation Blueprint, under which we aim to be the world's leading digital airline."

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Singapore Airlines' Krisflyer launches blockchain-based digital wallet

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SINGAPORE: Singapore Airlines' (SIA) Krisflyer frequent flyer miles will be "digitalised" and can be used for purchases at retail outlets in the near future, the airline announced on Monday (Feb 5). A new Krisflyer "digital wallet app" employing "world-first blockchain-based" technology is expected to be rolled out in the next six months, SIA said in a media release.

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This presentation focuses on the key business information systems that SIA uses.

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Singapore Airlines What are the famous airlines?Air New Zealand Singapore AirlinesVirgin AustraliaQantas Virgin Atlantic 1Singapore Airlines is one of the top 5 airlines in the world. They offer their customers a young fleet of aircraft, aiming to provide their customers with a comfortable and safe experience. What are the information systems that SIA use?

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This article is regarding SIA establishing itself as the top airline in terms of the longest running flights. For example, from Singapore to New York, the flight time is 19 hours non-stop . The aircraft is built to fly up to 11,160 miles (about 18,000km), an increase of more than 1,800 miles over the standard A-350.

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SINGAPORE Airlines (SIA) is expected to pick up its new ultra-long-range aircraft in the third quarter of the year, with non-stop flights to New York due to be launched before the end of the year.

The 19-hour flight will see SIA reclaim the title of running the world's longest non-stop flight - a record it held with its Singapore-Newark flight from 2004 to 2013.

The airline is also expected to start non-stop services to Los Angeles - a flight that takes more than 15 hours - next year, The Straits Times understands.

Both routes will be served by SIA's new Airbus 350-900ULR aircraft and are expected to come in a two-class configuration with business and premium economy seats.

When contacted, an SIA spokesman said: "Following the first flight of the ultra-long-range aircraft, SIA is looking forward to launching our own flights before the end of the year. We expect to be able to announce the first destination within the next few weeks."

The A350-900ULR aircraft did its first test flight on Monday, April 23, an almost five-hour round trip that took off from the Airbus facility in Toulouse, France.

The aircraft is built to fly up to 11,160 miles (about 18,000km), an increase of more than 1,800 miles over the standard A-350.

For SIA, which has ordered seven of the planes, the launch of the Singapore-New York service will mark a significant milestone in the resumption of its non-stop flights to the United States, which the airline axed in 2013 after about a decade of operations.

The flights to Newark and Los Angeles were started in 2004, but the 2008 global financial crisis, coupled with rising fuel prices, made the routes unsustainable.

At the time, SIA operated the routes with the four-engine Airbus 345. In October 2016, the airline started flying non-stop between Singapore and San Francisco - a service that can be operated with the A350-900 aircraft and does not require the ultra-long-range variant.

Currently, Qatar Airways, which operates an almost 18-hour flight from Auckland, New Zealand, to its home in Doha, operates the world's longest non-stop flight.

Coming in at a close second is Australia's Qantas, which recently launched a Perth-London service that gets passengers to Britain in just over 17 hours.

While there is clearly a demand for ultra-long-haul flights, especially from business travellers, airlines will continue to also offer one-stop flights, industry experts said.

Mr Richard Johnson, travel management firm CWT Solutions Group's director for Asia-Pacific, said: "The new generation of aircraft servicing ultra-long-haul routes is designed to have a more pleasant cabin experience that reduces traveller fatigue, which can improve productivity and well-being. When combined with the option to travel and work for a longer period uninterrupted by having to change aircraft, it makes a strong case for ultra-long-haul flights to be a direct contributor to a more effective workforce."

Still, there will always be those who prefer to have their journeys broken up by a stopover in between, he said.

THE STRAITS TIMES

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SIA to begin world's longest non-stop flights by end-2018: Singapore to New York in 19 hours

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SINGAPORE Airlines (SIA) is expected to pick up its new ultra-long-range aircraft in the third quarter of the year, with non-stop flights to New York due to be launched before the end of the year. Read more at The Business Times.

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This article focuses on the type of products and service Singapore Airlines has to offer. After four years of development, the new cabin products are going to be installed into a few aircrafts, beginning with aircraft A380. The new cabin provides a more spacious and private area for the passengers. It has a full-flat bed and a 32-inch monitor for the passengers to enjoy using throughout the entire flight. A total of USD850 million was invested into the new cabin.

Based on how much Singapore is investing in Singapore Airlines, both in terms of time and money, it is obvious how important the airline industry is in Singapore. Therefore, the products and services have to be upgraded as time goes by. An example would be how they upgraded the Suites to the New A380 Suites. Through this, it offers customers a more comfortable ride. It could attract more customers as it is something unique and an option from other airlines.

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This article talks about how Singapore Airlines has one of the highest customer service ratings of 90% ahead of other prestigious airlines such as Qantas, Emirates etc.

One example of the customer service that Singapore Airlines offers that makes it so good is the quality of in flight entertainment, seat comfort and in flight meals. By doing so, this shows how Singapore Airlines manages its Customer Relations Management as part of its many information systems.

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Singapore Airlines has been named as the airline whose service Australians are most satisfied with, according to research from Roy Morgan Research, while Qantas tops the list for customer satisfaction among domestic carriers.

Singapore Airlines topped the poll with a customer satisfaction rating of 90 per cent, ahead of Emirates (87 per cent), Qantas (83 per cent) and Garuda (82 per cent).

"There is a lot at stake when it comes to international air travel: flights generally (but not always) take longer than domestic routes, and details that might be forgiven on a short 90-minute trip take on greater importance," Roy Morgan Research chief executive Michele Levine said."

The quality of in-flight entertainment, seat comfort, meals and even other passengers can all impact dramatically on satisfaction levels, making Singapore Airlines' consistently high results all the more impressive," she said. It is the third year in a row Singapore Airlines has ranked at the top of the ratings.

Qantas' 83 per cent rating put it well ahead of rival Virgin Australia, which scored 74 per cent. The lowest ranked airline by Australians was American Airlines, with a score of just 44 per cent.

Qantas also led Virgin Australia on domestic flights, with an 87 per cent satisfaction rating. Its regional brand Qantaslink was just behind with 86 per cent, both well ahead of Virgin Australia on 79 per cent. Qantas scored especially well with its younger passengers.

Tiger Airways scored just 47 per cent satisfaction from domestic travellers.

The news comes as Qantas was also named Australia's best airline in TripAdvisor's Travellers' Choice Awards, with travellers citing the airline's frequent flyer program and customer service as key attractions.

The news was better for Virgin last week, when it was named as the place Australians would most like to work in the annual Randstad Awards, in which the recruitment agency measures the relative attractiveness of organisations.

Virgin Australia has been improving its service offerings in recent years as it moves to compete with Qantas for lucrative business travellers. Most recently the airline announced it would now offer complementary food and beverages on all flights, bringing it into line with its rival full-service carrier.

The Roy Morgan Research results on international airlines were based on research conducted between March last year and February this year with Australians over the age of 14 who had used an international airline in the past 12 months. For domestic airlines, the survey period was December 2014 to February this year.
Top international airlines for customer service (click on the flight tests for Traveller's airline reviews)
1. Singapore (97%)
( Flight test: Singapore Airlines economy)

2. Emirates (87%)
( Flight test: Emirates first class)

3. Qantas (83%)
( Flight test: Qantas premium economy)

4. Garuda Indonesia (82%)
( Flight test: Garuda business class)

5. Cathay Pacific (81%)
( Flight test: Cathay Pacific premium economy)

6. Thai Airways (81%)
( Flight test: Thai Airways business class)

7. Air New Zealand (80%)
( Flight test: Air New Zealand business class)

8. Qatar Airways (77%)
( Flight test: Qatar business class)

9. British Airways (77%)
( Flight test: British Airways premium economy)

10. Hawaiian Airlines (76%)
( Flight test: Hawaiian Airlines economy class)
Customer service ratings for domestic airlines
1. Qantas (87%)

2. Qantaslink (86%)

3. Virgin Australia (79%)

4. Jetstar (68%)

5. Tiger Airways (47%)

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Singapore Airlines has been named as the airline whose service Australians are most satisfied with, according to research from Roy Morgan Research, while Qantas tops the list for customer satisfaction among domestic carriers. Singapore Airlines topped the poll with a customer satisfaction rating of 90 per cent, ahead of Emirates (87 per cent), Qantas (83 per cent) and Garuda (82 per cent).