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Ensuring a smooth journey

In the competitive airline business, the job of satisfying customers starts long before they board the plane.

SIA recently rolled out a new Customer Experience Management system that will help its staff across different touch points to more quickly understand a customer's needs, creating opportunities to deliver the right service with greater efficiency.

INCREASING competition, coupled with the spread of mobile devices and the rise of social media, has made the job of satisfying customers a particularly challenging one for airlines.

The growing use of tools such as Facebook and Twitter means that customers can share poor experiences