Service Excellence Project Synopsis Draft 1
1. Introduction
1.1 Definition of Service Excellence (GENERAL)
1.2 Changi Airport Group
- About CAG
- CAG’s definition of service excellence
- About CAG
- CAG’s definition of service excellence
Changi Airport is a world class airport having won best airport awarded by Skytrax for six consecutive years (Channel news asia, 2018). This means that Changi Airport has the need to continue delivering the best passenger experience for all travellers. With a record of 65 million passengers passing through Changi Airport in 2018, this cements Changi Airport’s need to constantly improve on their service standards (Changi Airport, 2019).
2. Problem Identification
- Current practice and what problems it has
- Service gap
Changi Airport group aims to provide the best service to its passenger. However, there may be circumstances that are not within their control. For an instant, bad weather conditions may lead to a delay in transferring passenger luggage from the aircraft to the baggage conveyor belt. This may lead to delays up to 1 hour which is unacceptable for an airport that handles so many passengers daily. The current situation causes passengers to stand around the luggage belt for a long period of time. Therefore, this leads to additional problems like a need for the ground operations to do crowd control while inconveniencing other passengers.
As such, the current practice at Changi Airport is for Changi Youth Ambassadors to roll out service recovery trolleys with snacks and beverages in such scenarios (Appendix xx). This helps to ease customer’s anxiety and placate them while waiting for their luggage. It is crucial to control the situation as this is the first touch points for tourists. A bad experience might potentially ruin the passengers’ mood and affect their trip even before they step out of the airport. This also affects the overall passenger experience as Changi Airport strives to create an enjoyable experience for passengers when they pass through Changi (Changi Airport, n.d.).
However, this might not solve the issue in the long run as it is not very sustainable especially as Changi Airport expands with terminal 5 in the future. Changi Airport may also face a shortage of manpower to provide this service recovery process during peak timings with the increased number of arrival flights. Therefore, this might even to lead to a longer delay in the baggage collection which would subsequently affect the service quality of Changi Airport.
3. Purpose Statement
- To propose a service recovery process for the delay of baggage collection
With the existing service gap that Changi Airport is facing, an improved service recovery process should be implemented for the delay of baggage collection.
4. Implementation for Problem Resolution
- Incorporate a movie theatre into the lounge
- Incorporate a baggage update system around changi airport and the app
The team has proposed that Changi Airport set up a lounge for passengers affected by baggage delays. The lounge will have refreshments and entertainment to keep the passengers occupied while waiting. The lounge can also be utilised by high needs passengers like the elderly, pregnant or those with young children. This makes the lounge multi functional and not just limited to bad weather situations and justifies building a completely new lounge. A baggage update system will be integrated in the lounge and around the arrival hall to notify passengers of their baggage status as to keep them updated (Appendix XXX). This system will also be incorporated into the Changi Airport application for the convenience of the passengers.
We are also looking into other solutions that are feasible in a long run, such as having a sheltered pathway connecting the baggage retrieval area to the airport. This will allow the transfer of baggage despite bad weather conditions and reduce delays. However, this solution will need to go through major discussion with both the government and Changi Airport Group as it involves a large amount of construction cost and logistics. It will also affect the layout of the airside area as this is a major part of the airport.
5. Benefits
6. Research Method
7. Conclusion
With the existing issue faced by Changi Airport, we feel that there is a need to improve further on their service quality in these aspects. Therefore, we conclude that there are still a lot of possible measures for Changi Airport to implement in order to overcome the service gap identified above. The measures as mentioned above, such as the lounge area and a sheltered pathway to the baggage retrieval area are possible measures for Changi Airport to consider. By implementing these measures, we feel that Changi Airport will be able to maintain their status as Best Airport in the World. At the same time, improving the luggage delay situation is only the start of achieving service excellence.
8. Reference List
2. Problem Identification
- Current practice and what problems it has
- Service gap
Changi Airport group aims to provide the best service to its passenger. However, there may be circumstances that are not within their control. For an instant, bad weather conditions may lead to a delay in transferring passenger luggage from the aircraft to the baggage conveyor belt. This may lead to delays up to 1 hour which is unacceptable for an airport that handles so many passengers daily. The current situation causes passengers to stand around the luggage belt for a long period of time. Therefore, this leads to additional problems like a need for the ground operations to do crowd control while inconveniencing other passengers.
As such, the current practice at Changi Airport is for Changi Youth Ambassadors to roll out service recovery trolleys with snacks and beverages in such scenarios (Appendix xx). This helps to ease customer’s anxiety and placate them while waiting for their luggage. It is crucial to control the situation as this is the first touch points for tourists. A bad experience might potentially ruin the passengers’ mood and affect their trip even before they step out of the airport. This also affects the overall passenger experience as Changi Airport strives to create an enjoyable experience for passengers when they pass through Changi (Changi Airport, n.d.).
However, this might not solve the issue in the long run as it is not very sustainable especially as Changi Airport expands with terminal 5 in the future. Changi Airport may also face a shortage of manpower to provide this service recovery process during peak timings with the increased number of arrival flights. Therefore, this might even to lead to a longer delay in the baggage collection which would subsequently affect the service quality of Changi Airport.
3. Purpose Statement
- To propose a service recovery process for the delay of baggage collection
With the existing service gap that Changi Airport is facing, an improved service recovery process should be implemented for the delay of baggage collection.
4. Implementation for Problem Resolution
- Incorporate a movie theatre into the lounge
- Incorporate a baggage update system around changi airport and the app
The team has proposed that Changi Airport set up a lounge for passengers affected by baggage delays. The lounge will have refreshments and entertainment to keep the passengers occupied while waiting. The lounge can also be utilised by high needs passengers like the elderly, pregnant or those with young children. This makes the lounge multi functional and not just limited to bad weather situations and justifies building a completely new lounge. A baggage update system will be integrated in the lounge and around the arrival hall to notify passengers of their baggage status as to keep them updated (Appendix XXX). This system will also be incorporated into the Changi Airport application for the convenience of the passengers.
We are also looking into other solutions that are feasible in a long run, such as having a sheltered pathway connecting the baggage retrieval area to the airport. This will allow the transfer of baggage despite bad weather conditions and reduce delays. However, this solution will need to go through major discussion with both the government and Changi Airport Group as it involves a large amount of construction cost and logistics. It will also affect the layout of the airside area as this is a major part of the airport.
5. Benefits
6. Research Method
7. Conclusion
With the existing issue faced by Changi Airport, we feel that there is a need to improve further on their service quality in these aspects. Therefore, we conclude that there are still a lot of possible measures for Changi Airport to implement in order to overcome the service gap identified above. The measures as mentioned above, such as the lounge area and a sheltered pathway to the baggage retrieval area are possible measures for Changi Airport to consider. By implementing these measures, we feel that Changi Airport will be able to maintain their status as Best Airport in the World. At the same time, improving the luggage delay situation is only the start of achieving service excellence.
8. Reference List
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