Many frequent travellers already believe that
Changi Airport in Singapore is the best in the world, and now
Changi Airport Group has unveiled a series of service initiatives
to be rolled out as part of a continuing effort to provide an even
more enriching experience for passengers.
All the touch points to be transformed will be
ready by end of 2011, with implementation to be carried out in
Care@Changi is one example of service personalisation that has
been implemented at Changi Airport. Under this initiative,
passengers such as expectant mothers, those with infants-in-arms
and reduced mobility travellers will be accorded more assistance.
example, they will find it very convenient to locate a
stroller or wheel chair at Changi and, in addition, will enjoy
priority queue lanes at security checkpoints and taxi stands.
The concept of personalised service has also incorporated the use
of technology. Another initiative, iChangi, empowers individuals
to access information on flights, retail and dining options and
airport facilities and services through easy-to-use platforms such
as a mobile application for iPhones and iPads, and interactive
kiosks located around Changi’s terminals. Airport users and
travellers can also sign up for notifications of changes in flight
times or gate changes on their mobile devices.
Recognising that air travel can be stressful for
passengers, Changi Airport has, through the years, provided an oasis
of efficiency and relaxation. CAG is taking this approach a step
further with the implementation of SWIFT or Service Workforce
Instant Feedback Transformation.
This is a system that enables
issues on-the-ground to be identified quickly and rectified
promptly. Passengers are also empowered to give immediate feedback
at various customer touch points, providing real-time feedback for
frontline staff and their supervisors.
As an example, the use of
SWIFT in washrooms at Changi Airport
will enable roving inspectors to request for immediate
rectification of faults they have identified and customers to
alert cleaning supervisors if the condition of a washroom is
A less stressful experience is also on the
cards for tourists seeking refunds on the Goods and Service Tax
(GST) when shopping.
The Inland Revenue Authority of Singapore is
developing a new Tourist Refund Scheme which will provide tourists
a hassle-free and seamless GST refund experience at Changi
The new electronic, paperless process simplifies data
capture at the point of sale anywhere in Singapore, and makes it
much easier for tourists to receive their refunds, whether in cash
or through their credit cards.
The third element of the Changi Service DNA is to create fond
memories in customers. Changi Airport has pursued this fervently
for many years through its wide range of activities such as
celebrity meet-and-greets with the likes of Lady Gaga, and new and
interesting facilities like the Slide@T3.
CAG believes that
positively surprising moments can also be created by an engaged
frontline staff who is involved, enthusiastic and creative. Hence,
a number of the CCI Icon initiatives are focused on boosting a
sense of belonging to the Changi community among the airport
workforce, and providing a workplace environment that promotes
employee welfare and incentivises staff to do their very best for
These projects include new uniforms for airport staff
reflecting a common Changi Identity, a move by CAG to implement
deep sourcing, which incorporates workforce surveys of staff of
airport agencies, and the VOTES, or Valuing Our Tenants' Excellent
VOTES is designed to empower patrons at
Changi’s food & beverage establishments to assess their dining
experience and the service they have received from the staff and,
through their ratings, determine whether the staff deserve a
monetary incentive. This scheme is being piloted at two Japanese
restaurants – Sakae Teppanyaki and The Pasta Shop by Sakae – with
the staff incentives jointly funded by CAG and the restaurants.
In August and September 2010 alone, Changi Airport received
another six Best Airport awards bringing its total to 360 since
its opening in 1981.
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