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Touch Point Strategic

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Touch Point Strategic
Touch Points of Singapore
Airlines

Inspiration and choosing Booking, waiting and check-in Booking, waiting and check-in Touch Point 1
(Online)
- App: Apple app, android app, mobile site, website
- Social media
- Word of Mouth
- Bloggers/Review
- Viral and email
Touch Point 3
- Call Center/customer service
- Web site
- Travel Agency
- In-store Purchase
- Staff help
- Book and cook service
- Reminding email

Touch Point 4
- Waiting Lounge
- Airline advertising (Out-of-home)
- Attractive and helpful staff
- Mobile app (Online check-in)

Touch Point 2
(Offline)
- Radio / TV
- Public Relations
- Print Media
- Out of home media
- Strategic alliance

In Flight
Or During Transfer

Touch Point 3
(During Flight
Transfer)
- Waiting area
- Airline advertising
(Out-of-home)
- Flight attendant help Touch Point 1
(In Flight before departure) - Flight Handbook
- Promotional
Brochure
- Flight attendant help - Airline video
Touch Point 4
(In Flight before landing) - Document preparing - Flight attendant help - Thank you words from captain

Touch Point 2
(In Flight departed)
- Airline Magazine
- Flight attendant help
- Customer can ask for special service from
Airline such as Wi-fi or
Premium food

Post-Flight

Touch Point 1
- Communication Email
- Promotional news/email
- Exclusive membership card(Miles collection)
- Customer service (customer’s complaint/lost and found)
- Website
- Mobile app

Process

Touch Point

Description

IDIC

1. Inspiring

1.

(Online)
- App: Apple app, android app, mobile site, website
- Social media
- Word of Mouth
- Bloggers/Review
- Viral and email

Interact/identify/differentiate/ customised 2.

(Offline)
- Radio / TV
- Public Relations
- Print Media
- Out of home media
- Strategic alliance

2. Booking/waiting

3.

- Call Center/customer service
- Web site
- Travel Agency
- In-store Purchase
- Staff help
- Book and cook service
- Reminding email

Interact/customized/differentia te 3. check-in process

4.

- Waiting Lounge
- Airline
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