By GREGORY SMITH
Business Columnist

It was the food cart bashing my knee that woke me from a pleasant dream. As I grabbed my knee, I saw the flight attendant with the “hit-and-run” food cart heading down the aisle. Is mediocre service become the mainstay of travel on domestic airlines?

I was on the final leg of a long trip back to Atlanta flying on a well known, but mediocre domestic airline. This airline was once known for its good service, but the level of service has gradually declined over the years. Only hours before this flight, I was traveling on Singapore International Airlines (SIA).

SIA is so superior that they leave other carriers in their vapor trails. Sure, it is an overseas carrier and you should expect good service, but SIA doesn't even compare to other airlines. The positive experience on SIA makes the Air Passenger's Bill of Rights completely unnecessary. How do they create this experience?

Over and Beyond Ordinary Service- Even in economy class, the experience is unforgettable. Walking down the isle you will find a pillow and blanket carefully placed on your seat. Once in the air, smiling attendants, come down the aisles with a choice of Champaign or orange juice carefully avoiding smashing passenger's body parts with their carts. After that, passengers are presented with a special kit including a toothbrush, toothpaste and special socks for the trip. At the beginning and the end of each flight, a hot towel comes your way to freshen up. Particularly pleasing are the individual monitors on the back of each seat where even the most wearied traveler can select from over 15 videos, telephone, audio programs, Nintendo games and up-to-the-minute travel information.

Clear Vision & Purpose- SIA's places a priority on quality service. All issues, all questions and decisions are made as they relate to the needs of the customer. While other airlines cut back on service to make more profits, SIA places the customers needs as first priority. The bottom line for SIA is not the plane, the seat, or the destination. The bottom line is delivering exceptional service, and the personification of that service.

First Class Treatment for All Classes- By placing the needs of passengers first, the whole atmosphere and the flight experience changes. I don't think I ever saw a peanut on this flight. Passengers are presented with a menu with choices. The food in the back of the plane is better than other carrier's first class flights. After meals, attendants bring liqueurs, beer, juice or basically anything else you want-no charge. I almost wanted to say, “Leave me alone-quit feeding me!”

Staff Training and Development- SIA places a major investment in staff development and continuous training. This way staff members stay focused and are able to upgrade their performance. Training and development fights complacency keeping crew members more capable of handling demanding situations. Training is not only conducted during good economic times, but even during downturns. SIA's investment in training goes on to give the airline a distinct advantage. First, it allows SIA to fly ahead in service quality when other carriers may be cutting back. Second, it demonstrates that continuous learning and development are important aspects for success, not just something nice to do if we can afford it.

No Fear of Change and Innovation - SIA has a reputation of doing things innovatively. Instead of copying other airlines, they take the lead. Instead of charging passengers a $5.00 “entertainment fee,” they give their headsets away. Instead of charging for drinks, they give them away. They give out free postcards and provide the postage. Passengers in the “Raffles Class” section have seats that recline into beds. They benchmark other service industries such as hotels and restaurants to make their service more comfortable, convenient and creative.

Consistent Communication is Critical- With over 27,000 staff members, representing 25 nationalities, communication is critical. SIA publishes a number of newsletters and publications keeping people informed of important matters. Regular meetings between management and staff keep communications flowing. A “Staff Ideas in Action” program helps new suggestions and ideas moving forward for action and improvement.

Recognize, Reinforce and Reward the Right Behavior- Excellent service is a learned behavior requiring constant reinforcement and recognition. Unless an organization develops systems and processes to reward and recognize the behavior they need for success, they will never get it. At SIA excellent performance is rewarded with increased pay and promotions, but the most prestigious award is reserved for superior acts of customer service. “The Deputy Chairman's Award” is given yearly to teams or individuals that have managed unique customer situations with exceptional selfless acts of service. This award carries no monetary reward, but it is the most highly valued recognition in SIA. Winners and their families fly to Singapore for a special dinner celebration. Their “story” is published in the monthly “Outlook” magazine, and their personal status as a “Deputy Chairman's Award Winner” remains a badge of honor for life.

Free by e-mail/fax: If you would like a free tip sheet on how to create excellent service, please fax us your name on your letterhead or E-mail us with the words, “Great Service” to 770-760-0581/greg@chartcourse.com.

Gregory P. Smith shows businesses how to build productive and profitable work environments that attract, keep and motivate their workforce. He speaks at conferences and is the President of a management consulting firm called Chart Your Course International located in Conyers, Georgia. Phone him at (770)860-9464 or send an email at greg@chartcourse.com. More information and articles are available at www.ChartCourse.com.

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