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Presented to Ms Veronica Koh
Introduction
Question 1
Question 2
Question 3
Question 4
Crash of Flight SQ006 at Taipei’s International Airport on 31 October 2000
LRT train collision at the Phonenix Station in Choa Chu Kang on 18 November
Deal with the public on errors due to staff negligence
Different approaches on customer recovery according to severity of the errors
Examine responses of the organization
Learnt lessons on customer recovery and corporation communication during a crisis
Refer to the hyperlinked articles posted under the section
“Cases”, compare and contrast both cases that were
presented and list down areas of similarities and
differences
Similarities
Affected the image of the organization
Occurred due to neglect and information glitches
Obstacles effected the accidents
Capacity in each transportation was less than half full when the accidents occurred
The minister in charge visited the sites soon after the accidents
Differences
Singapore Airlines is an established organization with 28 years of experience while SLRT had only been around for about a year
LRT collision occurred in Singapore while SQ006 crash occurred in Taipei
Fewer passengers were hurt in the LRT collision and there were no death
Form of transportation and systems were different
Refer to the hyperlinked articles posted under the section “Cases”, analyze how the
management of both organizations responded in the
immediate week from the data of the respective incidents. Discuss
the messages in terms of:• Focus of the Message• Tone of the Message
Anxious about the welfare of the victims
SIA chairman Michael Fam said:“Our immediate priority is to take care of all the affected passengers and crew and their respective families.”
Singapore Airlines
Sensitive on talk regarding money
SIA vice-president for public affairs Rick Clements stressed that this was not the appropriate time to talk about money yet… “We will address the issue of compensation as soon as possible.”
Eager to reassurance their customers
Mr Clements “We will be able to use our own equipment and resources to continue operating normal schedules.”
Serious and willing to accept their responsibility
SIA CEO Cheong Choong Kong said: “Frankly, I am not too concerned if our responsibility is diminished in any way. They were our pilots, our aircraft and it was on the wrong runway. As I said, we do accept full responsibility. ”
Determined to find the cause of the crash
“We have got to understand the reasons. What caused the error to be made? We will have to look at every possibility and understand how that mistake happened.”
SMRT
Eager to reassure passengers on the safety of LRT
Singapore LRT blamed the accident on “procedural error”, but was quick to assure the public that such errors would not be repeated in future with new and stricter checks.
Unhappy about the negligent of the operator
“Had the operator followed procedure, this would not have happened.”
Confident of not repeating the same error
“We are sure that the new procedures will prevent a repeat of the error,” he said.
Unsure on how much the collision affected them
A Singapore LRT spokesman could not comment on whether Sunday’s crash had affected the number of passengers, saying that it would take at least a day to get the figures
Drawing from the facts presented in the hyperlinked articles, as
well as from your own personal impressions,
evaluate the communication efforts of Singapore Airlines
and SMRT, and state the lessons to be learnt
Communication Efforts
Both
Facts such as number of injuries or death were released to the public
Organization accepted full responsibility for the error that led to the respective incident
Singapore Airlines
Emphasized on the need to look after the passengers, crew and their family members
However, it seems that the media were informed of any information updates before the victims’ families
Assured that the airline’s flight schedule will not be disrupted
Avoided sensitive issues on liabilities and insurance coverage
Ensured to check if the safety features are adequate
And to look at every possibility to find and understand the reasons that caused the fatal error
SMRT
Provided buses to ferry the passengers between the stations after the collision
Signs were set up to inform commuters of no LRT service
Assured the public that errors would not be repeated with stricter checks
But unable to give the figures on whether the collision affected the number of passengers
Both
To have routine checks on the safety features
To have staff training on what to do during a crisis
Lessons to be Learnt
To reassure future passengers
Organization to show more effective measures to prevent repeated incidents
Providing better assurance to passengers using the transportation in the future
Singapore Airlines
To check departing conditions
When there is conflicting report on the condition of the runway, double check again before departing
SMRT
To have stricter rules
Operators required to seek approval from supervisors before resetting stopped system
Supervisors to ensure that all checks are completed before approving
To handle crisis more appropriately
Staff to show more concern for the passengers involved in the collision instead of putting the condition of the train as their top priority
Recommend how companies should communicate more
effectively with their stakeholders (specifically the customers and the public) in event of a service breakdown
(ie. When something goes wrong with the service that has
been provided)
Recommendations
To communicate more effectively
Use more a convincing and consoling tone
Reassure the public and their customers
Instead of blaming on the technical problems
More effective ways to keep in touch with the victims’ families
Give better assurance to help through the difficult time
Show more concern for any casualties upon arriving at the scene instead on checking on the trains first.
Hotlines should also be provided for the public to call for enquiries regarding the collision.
Prepared By:
Beatrice Huang
Hoi Wei Yee
Fiona Lim
Yao Shiting