SINGAPORE AIRLINES LAUNCHES SINGAPOREAIR.COM ANYTIME ANYWHERE

Singapore Airlines (SIA) today unveiled another new development in its drive to deliver personalised and user-friendly customer services via the internet. The launch of the new singaporeair.com web site gives SIA customers a totally integrated and seamless service delivery platform that they can access anytime, anywhere, using a range of devices.

SIA has gathered a group of e-commerce experts, third-party consultants and solution vendors to develop a new level of personalised service that is now being delivered by singaporeair.com. This $100 million e-commerce development will be implemented over a three-year period. It is part of SIA’s $700 million investment in e-business, IT infrastructure and CyberCabin initiatives, including in-flight e-mail.

Said SIA’s Executive Vice-President (Marketing and the Regions) Mr Huang Cheng Eng: “This is more than a web site launch. It is a giant stride towards realising our vision of providing our customers with the most user-friendly virtual travel assistant. They can now obtain a wealth of information that will be invaluable in planning a trip, whether it be for business or pleasure; and they will be able to use various devices, such as mobile phones, personal digital assistants, and, of course, personal computers.”

According to Mr Huang, the challenge is to marry the real world travel experience with the advantages of personalised on-line service.

SIA’s site provides the most comprehensive and integrated travel guide available on any airline site. Destination information is not limited to well-known tourist attractions, but also contains weather forecasts, currency rates and time zone information. In the future, it will include immigration and visa advice, airport information, dining and entertainment guides, maps, and local events and business conferences.

“We want to make sure the high standard of service that our customers have come to expect on board our aircraft is matched by an equally excellent on-line service, with the highest level of consistency and reliability,” said Mr Huang.

At the core of the SIA web site is its transactional capability, with enhanced on-line facilities. These include a 24x7 online booking service, available at all 67 international destinations, real-time flight information to get “live” updates on arrivals and departures, seat selection for First and Raffles (business) class, and lost baggage tracing. Krisflyer members can register on-line with the benefit of added PIN security, and can check mileage on-line. Customers can also receive e-mail confirmation of bookings.

Mr Huang said today’s launch was just the first phase, and that more new features would be rolled out in the coming months. The on-line functionality will be expanded to enable customers to book flights with partner airlines or those that involve multiple stops and complex itineraries.

As more customer information is collected, in particular their preferences, the service will become even more personalised, so customers will receive information relevant to their interests. Customers who enjoy golf, for example, will be informed when there is a special offer at a partner golfing resort.

Eventually, services from other providers will also be included, such as hotels, cars, tour packages, and personal computer and mobile phone rental.