The Savviness of Singapore: What They Understand About Customer Experience

During my years in the marketing department, we watched and listened to scores of companies around what they did in relation to "brand". We looked at companies that did branding well to be aware of and understand better what was at the foundation of a powerful brand and a powerful customer experience.

One of the companies we looked at was Singapore Airlines. Singapore Airlines, we learned, did "flying" in a different way. It wasn't as if they had found some special path to the far east and back.  The paths their planes took were similar to those taken by every other airline flying into and out of the same countries.

The particular path they have chosen to take as a company is not about where they go, but about how they get there and how they get the people on that path with them--their passengers-- to their final destination.  

But it's not just the Airlines, it may be--as David McQuillen suggests below-- the whole country. For those of you who remember the name David McQuillen (from the last post), listen, as David, Head of Group Customer Experience at OCDC Bank, talks about what he has discovered in Singapore and what he sees in the country's future.

http://www.youtube.com/watch?v=S1F-QxhGGBE

What strikes you about this?