Scandinavian Airlines
Group 6:
Kevin, Ika, Scott, Ryan
Vision:
To be Valued for Excellence by all stakeholders
Mission:
We provide Best Value for Time and Money to
Nordic Travelers whatever purpose of their
journey
Promise:
We promise to minimize your travel time and
maximize the value of the time spend with us
SAS History
1946 – DDL, DNL, and SILA formed SAS to
operate intercontinental Services
1957 – SAS is the first airline to offer "round the
world service over the North Pole.“
1984 – SAS wins “Airline of the Year” award
from Air Transport World
1997 – STAR Alliance was founded
SAS History
1946 – DDL, DNL, and SILA formed SAS to
operate intercontinental Services
1957 – SAS is the first airline to offer "round the
world service over the North Pole.“
1984 – SAS wins “Airline of the Year” award
from Air Transport World
1997 – STAR Alliance was founded
2011 – SAS launched “4 Excellence” Strategy
The SAS Strategy Platform
4 Excellence
Fleet size:
Number of employees:
Passengers per year:
Sales Revenue (in US$):
Number of scheduled destinations:
Daily departures:
136
12,833 employees
27.2 million passenger
$5.68 billion
128
667
SAS Passenger
Passengers (in Millions)
30
25
20
15
10
Passengers (in Millions)
5
0
1951
1962
1972
1982
1992
2011
Scandinavian Airlines Fleet:
SAS
• Northern Europe's leading airline
• Offers a wide range of innovative travel
solutions
SAS in Technology
 Wi-fi Internet (a shared connection of 12 Mbps)
 GSM – Sends/Receives SMS/MMS, Receives/Makes
phone call
 Global System for Mobile Communications, digital
cellular networks
Environmentally Responsible
Awards:
• Europe's most punctual airline 2011, 2010, 2009 by
FlightStats.
o 352,163 flights – 88.9% on time rate)
o departure within 15 min
• World’s most punctual airline in July & Aug of 2011
• that SAS Group’s airline companies are the only
ones in the world with both
ISO 14001 and EMAS environmental certification.
1. Describe the overall customer
experience for an airline. How do you
think customer service for an airline
would compare with other service
industries such as retail, healthcare and
express delivery services?
Service Factory
• Time Perishable
• Low degree of labor intensity
• Low interaction and customization
•
•
It would be similar to healthcare, retail,
and express delivery services in that they
all have to meet the minimum customer
expectations to remain viable.
The airline industry differs from the other
industries in that the customer
interactions are less factory-like with
Healthcare, retail, and express delivery
services.
2. Mr. Jan Carlzon, the former President and CEO
of Scandinavian Airlines (SAS) popularized the
term “moment of truth.” Provide 5 examples of a
“moment of truth” that could enhance SAS’s
reputation for superior quality?
When a customer is:
• Greeted by the gate agent
• Receiving their baggage after a flight
• Goes through security
• Checking in
• Waiting for a flight
• On the flight
3. What is SAS doing to become a
forerunner in the development of the airline
industry?
• SAS is allowing the customer to design their own
personal experience.
• Study hours of video tape to monitor customer
behaviors and adapt their processes.
• Use the information Kiosks to better design the
customer experience and develop a means of open
communication with the customer.
4.
a. What are basic customer needs that SAS has identified?
b. Why does SAS believe these have to be satisfied before moving up
the pyramid?
c. What does SAS have to focus on to become more competitive?
d. What must SAS do in order to delight their customers?
a. Basic customer needs:
The customer needs are those
expected by the customer.
Examples:
Safe, trouble free flight
Get customers there safely
Get customers there on time
b. SAS believes these have to be
satisfied because:
They believe that the fundamental
customer needs serves as a basis for
establishing an understanding of the
customers.
c. SAS has to focus on this to be more
competitive:
Performance needs
Examples:
Number of flights
Arm and leg room
d. SAS needs to satisfy their
customer’s delight requirements
by working on:
Exciting Requirements
Examples:
Tailoring travel process to each
individual
5. Explain the travel experience as a service
process. What are the 5 phases of the
travel experience?
Service Factory
Time Perishable
Low degree of labor intensity
Low interaction and customization
Includes all the parts of the interaction between the
customers and SAS:
1. Check In
2. Lounge
3. Gate
4. In-Flight
5. Baggage Claim
6. What three main areas of innovation did
SAS chose to prioritize, based on the
findings from the study?
Why did they focus on these three areas?
Provide an example within one of the three
areas and discuss its benefits
“SAS focused on these 3 areas to achieve as
profound an impact as possible on the
customer’s overall impressions on the travel
experience.”
• In Flight Services
• Ground Services
• Information Services
Example:
Information Kiosks provide up to date FAQ’s,
relevant flight information, and customer
contact preferences.
How does SAS’s customer service
practice differ from the rest of the
industry?
SAS studied countless hours of footage of their
customers to find out what is important to them.
This was a new technique when the case was
written in 1999. This is an example of how they
continue it today.
What would you do to improve
SAS’s current customer service
practices?
SAS should consider utilizing the experience that
well traveled customers have by setting them up in
separate areas or having express lanes dedicated to
them so that employees may better spend time
assisting customers that are not used to the
procedures.
The End