Singapore Airlines: Customer Service Innovation Harvard Case Solution & Analysis

Singapore Airlines: Customer Service Innovation Case Solution

The board members at Singapore Airlines' (SIA) must determine whether to cancel the enactment of the new lie-flat seats in business class after the effects of the global downturn on the travel sector in September 2001.

SIA was considered a gold standard airline for its creative customer service and the $100 million new seats project for the international marketplace was planned to bolster that name. But with the remarkable fall in travel after the September 11 terrorist attacks in the United States and increased competition in the airline industry, the primary agenda item for the management committee was to cut costs.

PUBLICATION DATE: July 22, 2003

This is just an excerpt. This case is about SALES & MARKETING

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