When Singapore Airlines began operations in 1972, it didn’t have the capital necessary to obtain a large fleet, an expansive route structure, and international pilots. Undeterred, the company adopted service as their core differentiating strategy with the tagline, “Service Even Other Airlines Talk About.”
While the airline has been recognized for its impeccable service ever since, it continuously faces the more challenging task of staying on top. Sim Kay Wee, former Senior V.P. of Cabin Crew, explains saying, “If you are in the lead and want to stay there, 100 percent is not enough. You need every member of the team to keep stepping up even higher.”
