Commentary: The way Singapore Airlines handled SQ321 turbulence crisis is a lesson for other carriers
HARD-EARNED LESSONS
Good crisis response and communications is hard work. And SIA showed it has learnt from its last fatal aviation incident 24 years ago.
In October 2000, an SIA Boeing 747-400 scheduled for Los Angeles took off from the wrong runway at Taipei airport during a typhoon, which resulted in a horrific crash that killed 83 people.
That tragedy was marred by initial confusion and miscommunication, after inaccurate and uncorroborated information were made public, causing widespread anger and criticism.
Few airlines cope well when things go awry.
Last year, American discount carrier Southwest Airlines was fined US$140 million for its shambolic cancellation of 17,000 flights due to a winter storm during Christmas 2022 that left 2 million passengers stranded. Southwest had been criticised for not taking responsibility during the crisis and its poor communications.
How airlines treat its passengers during a crisis helps cement brand loyalty.
SIA has a track record of very good customer service, though there have been complaints about declining standards in recent months from disgruntled passengers, including those in its elite Solitaire PPS Club.
The airline’s handling of SQ321 will go some ways in quelling critics of its peacetime faults and reassure them that they are in good hands when it really matters.
