I recently travelled from Australia to the UK with Singapore Airlines. The Sydney to Singapore leg of the journey was on the new A380, the second part was on an older plane from Singapore Airlines fleet.
I have flown with Singapore Airlines many times before and have always been impressed by all aspects of the travel experience from the leg-room, to the entertainment systems, the food quality and beyond. But this time the contrast between the newness and luxury of the A380 and the other Singapore Airlines plane was stark. To be frank the experience of the second flight seemed simply average by comparison.
Having redefined my expectations for airline travel, Singapore have set high standards that their other planes don’t yet meet. I have heard that they will be refitting many of their other planes to match the quality of the A380 – I hope this is true and that they do it soon.
Think beyond individual products and services
This highlighted to me the importance of thinking beyond individual products and services. Organisations need to consider the holistic brand experience offered by the range of products and services customers encounter in a single interaction. Why make one product a market leader without plans to improve related products and services?
Organisations need to develop holistic customer experience strategies rather than thinking about products in isolation – after all it is rare that a customer will interact with one aspect of an organisation without the need to interact with other aspects of the organisation.