SQ's lost mojo - overdue for a good rant!

[milehighj]

I just wanted to make the observation that Singapore Airlines, a company close to my heart in many ways, has quite frankly lost it's mojo.

Love them or hate them, EK and their Middle Eastern brethren are upping the stakes with new aircraft, new routes, and new customers. They may certainly fail, but at least they have a vision and a plan.

What does SQ have? SQ is now being run by a bunch of cost-conscious, risk-adverse Singaporean technocrats to whom Vision and Strategy were subjects they once scored A's in their Ivy League MBA classrooms.

This once-iconic industry leader has acquired a core of uninspired mediocrity. The short list over the past few years:

- Living off the Singapore Girl and her sarong kebaya;

- Destroying the PPS loyalty base in the name of cost savings;

- Comfortably milking the cash-cow routes - China, India, Europe - and minimal route expansion or aggressive fleet buys;

- Totally incoherent, fragmented and poorly executed stabs at perceived market segments - SQ, SilkAir, Tiger(!), Scooooot(!!);

- Total hubris, followed by indecision and quiet dilution of the "Class Beyond First";

- And finally, of course, there's that website - merely the public face and major sales channel of a 21st century enterprise. What happened? Amateurish, incompetent execution that, in a real company with real accountability, would have gotten the CEO and/or every senior manager directly responsible tossed out on the street.

I'm not an industry expert, and no doubt I've got some bits wrong. But I do run a business and it's clear as daylight that this company is totally lacking in Leadership, Accountability, Ideas, and even a basic clue about the Future!

I hope, with genuine sincerity, that the powers-that-be in Singapore Inc. and Temasek Holdings wake up to this fast and find this company proper leadership before it's too late.

[SQ238]

I just wanted to make the observation that Singapore Airlines, a company close to my heart in many ways, has quite frankly lost it's mojo.

Love them or hate them, EK and their Middle Eastern brethren are upping the stakes with new aircraft, new routes, and new customers. They may certainly fail, but at least they have a vision and a plan.

What does SQ have? SQ is now being run by a bunch of cost-conscious, risk-adverse Singaporean technocrats to whom Vision and Strategy were subjects they once scored A's in their Ivy League MBA classrooms.

This once-iconic industry leader has acquired a core of uninspired mediocrity. The short list over the past few years:

- Living off the Singapore Girl and her sarong kebaya;

- Destroying the PPS loyalty base in the name of cost savings;

- Comfortably milking the cash-cow routes - China, India, Europe - and minimal route expansion or aggressive fleet buys;

- Totally incoherent, fragmented and poorly executed stabs at perceived market segments - SQ, SilkAir, Tiger(!), Scooooot(!!);

- Total hubris, followed by indecision and quiet dilution of the "Class Beyond First";

- And finally, of course, there's that website - merely the public face and major sales channel of a 21st century enterprise. What happened? Amateurish, incompetent execution that, in a real company with real accountability, would have gotten the CEO and/or every senior manager directly responsible tossed out on the street.

I'm not an industry expert, and no doubt I've got some bits wrong. But I do run a business and it's clear as daylight that this company is totally lacking in Leadership, Accountability, Ideas, and even a basic clue about the Future!

I hope, with genuine sincerity, that the powers-that-be in Singapore Inc. and Temasek Holdings wake up to this fast and find this company proper leadership before it's too late.

[astroboy]

Very well said! I especially agree with you on the part about living off the Singapore Girl. Think about it. If it wasn't for the cabin crew, wouldn't SQ be just another nondescript mid-tier airline? After all, you can buy all the latest hardware, but the soul of the airline lies with the Singapore Girls, and that's something the rest haven't managed to acquire. Yet.

[j.lin]

SQ is losing its steam (or has lost their steam) !

[Nick C]

SQ's current predicament basically CCS's legacy during his term as CEO - poor fleet growth (77W options not exercised), brand tarnishing, PPS devaluation, product dilution, focus on dividends (good for investors though).

GCP is clearing up the bits but give him time.

FYI, heads did roll as a result of the website.

[cscs1956]

SQ is losing its steam (or has lost their steam) !

Well say.

[SQ_fanatic]

An execerpt from an email that I recently received.
"Limited time offer - 50% bonus miles for travel to Europe
Use the Christmas break to take that European holiday you've been dreaming about with Singapore Airlines' Special High Season fares to Europe, on sale until 16 December 2011. Offering great value travel to 13 destinations across our European network, our Special High Season fares to Europe apply for departures between 1 December 2011 and 15 January 2012. And for a limited time only, purchase a European fare and enjoy 50% bonus KrisFlyer miles (valid for fares purchased between 15 November and 6 December 2011, for travel from 1 December 2011 to 31 January 2012 - conditions apply**). See below for an example of our European fares or visit singaporeair.com to snap-up a great deal."

Seems like they are learning from EK's Miles Accelerator. Pity that it's only for the Australian market to encourage using SIN as a stopover and continue to milk ex SIN segments.

[milehighj]

SQ's current predicament basically CCS's legacy during his term as CEO - poor fleet growth (77W options not exercised), brand tarnishing, PPS devaluation, product dilution, focus on dividends (good for investors though).

GCP is clearing up the bits but give him time.

FYI, heads did roll as a result of the website.

Where are the new planes and the new routes? Where are the new A380s to replace the older ones? Remember when we had The Airline With The Most Modern Fleet in All The World?

Whose head rolled? The tea lady to the junior manager who thinks e-commerce is a novel little concept?

[milehighj]

After all, you can buy all the latest hardware, but the soul of the airline lies with the Singapore Girls, and that's something the rest haven't managed to acquire. Yet.

EK hasn't got that right. But do think Tony Fernandez will get that wrong?

[jhm]

the soul of the airline lies with the Singapore Girls, and that's something the rest haven't managed to acquire. Yet.

If by the reference to Singapore "Girls", you actually mean the SQ service, then I can understand but would disagree. I don't think there's much difference in Y given the circumstances; and in J/F, whilst the SQ service is good, it's not something which no other airline matches (or maybe even exceeds) regularly or otherwise.

[ginkoka]

i find CX's service in Y better than SQ's. In J it's pretty much the same.

[SMK77]

Why SQ has lost its mojo...

SQ used to be the front-runner, the company setting the standards. They were the ones getting it all right.

First is no more First. With the introduction of the 'new' First on the 77W, SQ was taking away space from First Class customers and writing some marketing non-sense about the widest seat in the industry. Pathetic! None of the details they got right: I have to deal with intrusions either in the front or back, I have no space for my carry-on and have to give up my legroom to stow it, the TV is glossy and ways too close, the bench is uncomfortable for lounging and the bed forces me to sleep diagonal. This was the most disappointing launch of any First Class in recent history, shame on SQ and the people who have approved and implemented this sad offering. Looking at the refurbished 773 it's even more saddening: instead of improving the space they leave open space wasted in front and the back of the two rows of First. If you need any proof, that SQ has lost its mojo have a look at this cabin. It's so sad that I couldn't help but laugh the first time I saw it.

The Class Beyond. SQ's biggest mistake ever. Again, too many design flaws. The bed too narrow, the mattress not soft enough, the TV misaligned for those who are seated and the actual seat pretty worn out after only little time in service. Marketing a disaster. With no added end-to-end services, the same food and drinks as in First Class they finally added F and P as booking classes to Suites. Not sure why A and redemptions are still frowned upon.

PPS: Cutting all benefits makes PPS unattractive unless you had reached Solitaire before the culling. New residents coming to Singapore find the program ridiculous - it's cheaper to maintain Gold status in StarAlliance and OneWorld then ever getting to Solitaire. On many flights, StarAlliance partners get Saver Awards for their members in Y and J while SQ is putting you on a waitlist at best. Standard Awards for twice the price are pathetic if commercial fares are the same as for any other J product and with the D fares that SQ lately launched to win some customers back, redeeming miles is more expensive than paying for the fare.

[SQ228]

An execerpt from an email that I recently received.
"Limited time offer - 50% bonus miles for travel to Europe
Use the Christmas break to take that European holiday you've been dreaming about with Singapore Airlines' Special High Season fares to Europe, on sale until 16 December 2011. Offering great value travel to 13 destinations across our European network, our Special High Season fares to Europe apply for departures between 1 December 2011 and 15 January 2012. And for a limited time only, purchase a European fare and enjoy 50% bonus KrisFlyer miles (valid for fares purchased between 15 November and 6 December 2011, for travel from 1 December 2011 to 31 January 2012 - conditions apply**). See below for an example of our European fares or visit singaporeair.com to snap-up a great deal."

I got this same email and found it rather amusing. They gut capacity on the MEL - SIN route and then desperately try to get us to fly to Europe in high season. If they up-gauged MEL with a second A380 or an extra flight a few days a week, we could be helping them fill empty planes to Europe. Someone reported on here the other day that all seats in Y from MEL are already filled, especially after January 15.

Lucky for other Australia cities I guess.....

[SQ228]

I just wanted to make the observation that Singapore Airlines, a company close to my heart in many ways, has quite frankly lost it's mojo.

Love them or hate them, EK and their Middle Eastern brethren are upping the stakes with new aircraft, new routes, and new customers. They may certainly fail, but at least they have a vision and a plan.

What does SQ have? SQ is now being run by a bunch of cost-conscious, risk-adverse Singaporean technocrats to whom Vision and Strategy were subjects they once scored A's in their Ivy League MBA classrooms.

Excellent observations. I think you've summed up what so many of us are feeling about SQ right now.

[SQ_SIA]

Yes, SIA is just living off of the SQ girl image now. Although she is still the best, SIA has nothing else to offer. Brand recognition has gone down the drain, what happend to the famous SIA jingle? Emirates has out done SIA in terms of fleet and route expansion and great on board harware, especially with their amazing IFE.