How service heterogeneity is impacting engagement
Marketers have long known the importance of standardising products to assure quality and consistency. For services, however, standardisation is much more complex.
Singapore Airlines takes flight with tablet app
Customer service, crew lists and other key documents digitally available to crew during flights
Cabin crew on Singapore Airlines are creating digital voyage reports and improving customer service during each flight thanks to a new tablet app.
The TCS CrewCollab app – jointly developed by Tata Consulting Services and the airline – lets crew view information that was previously in paper format, such as customer service and crew lists, and other information on tablets during flights. The app helps crew members learn more about individual passengers – such as their experience with the airline, preferences, and special services requested.
Crew can also use the app to access digital versions of key documents such as safety and service procedures manuals, catering information, as well as crew memos or alerts and crew-to-crew handover notes. An enterprise social plug-in also enables cabin crew to connect with each other on flights.
“The application is vital to how we will continue to improve our operations and enhance our customer servicing on board,” said Singapore Airlines’ senior vice president cabin crew, Marvin Tan.
“We look forward to developing the application further in partnership with TCS, to enable our crew to offer a more personalised customer experience and meet our customers’ evolving needs,” he said.
TCS’ app is now available to other airlines worldwide.
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