New service initiative at Changi
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As part of its commitment to enhance the passenger experience
and help reinforce Singapore’s position as an international aviation hub, SATS (Singapore
Airport Terminal Services) is launching a new ONE! Service initiative together with a new
uniform design for its frontline staff at the Singapore Changi Airport.
“As a key touchpoint for passengers flying into Changi Airport, SATS’ 1,800 frontline employees
are amongst the country’s important service ambassadors. They are also the stewards of our
airline customers, entrusted with delivering their brand promise. Through ONE! Service, we
strongly encourage our staff to provide exceptional service experiences for passengers of our
airlines customers and visitors to the airport,” said Mr Clement Woon, President and CEO of
SATS.
ONE! Service stands for “Outstanding aNd Exceptional Service”. It has been initiated and driven
by a team of SATS’ frontline staff. It comprises a comprehensive set of service guidelines that
the team has developed through gathering feedback from fellow colleagues and conducting
research into best practices and standards for service delivery in the hospitality and tourism
industries.
“At SATS, we place customers at the heart of everything we do, always striving to delight them.
ONE! Service will enhance our frontline staff’s knowledge and people skills to create a
distinctive and enjoyable experience every time when passengers interact with us,” said Ms
Sharifah Azzah, the leader of the project team that developed the guidelines.
The guidelines are encapsulated in a training video and a handbook, which is given to every
frontline staff. They include a code of conduct and grooming guidelines, as well as well-defined
service actions and verbatim for service staff across all service touchpoints. ONE! Service
training has commenced since July 2009 and the final batch of frontline staff will complete the
programme in March this year.
In line with the launch of ONE! Service, SATS has also unveiled a new, specially commissioned
uniform for its frontline staff. The new uniform embodies its brand attributes of being modern,
personable and professional. Simple yet with a touch of sophistication, the new uniform is peach
in colour to reflect the warmth, confidence and sincerity of SATS’ service staff. Commencing on
9 January, the uniform change is SATS’ eleventh since 1973.
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