Instead, the former ACI champion was bested by Seoul, Hong Kong and Kuala Lumpur. Changi also slipped behind its regional competitors in other categories, such as ‘Best Customer Service’ and ‘Best Airport with 25 million to 40 million passengers’.
The announcement is timely, given the Civil Aviation Authority of Singapore’s decision to review its creative account for Changi, previously held by Bates. An open tender was announced at the end of May to appoint an advertising agency-of-record. Meanwhile, another creative brief specifically for upcoming Terminal 3 was called in April. This tender saw a shortlist of five — Y&R, Saatchi Lab, Rocket-X, Crush and Redworks.
According to sources, the brief was unclear and outgoing marketing manager Chia Soo Lian was unable to explain Changi’s drop in the ranking.
“It was a (weak) brief,” said a source. “The client had no research findings or proper description of (planned new terminal) T3, so what were we meant to focus on?”
T3 is finally set to open early next year after seven years of development. The S$1.75 billion (US$1.1 billion) venture touts faster technology and layout than its neighbouring two terminals, and will raise Changi’s passenger capacity from 48 to 70 million passengers.
Still, the slip in rankings clearly hasn’t affected Changi’s passenger flow, which increased eight per cent in 2006. And the airport churned a whopping $4.5 billion in output last year.
Furthermore, constant upgrades and lifestyle additions have kept the airport on top of competing airport rankings, such as Skytrax. Since its opening in 1981, Changi has spent hundreds of millions of dollars revamping its terminals and last year finalised a $240 million upgrade of T2. Changi is seen one of the world’s most efficient airports. So what accounts for its recent drop in the rankings?
Peter Skalberg, CEO, BatesAsia
Without a doubt, Changi would have to be one of the easiest airports to manoeuvre through. I have been off flights and in a cab within 10 minutes of landing. Now that’s something to talk about. It’s fast, effective and efficient. So what’s missing?
Perhaps taking some time out to reassess the service standards and the more personalised customer interface skills at Changi could help to lift the airport profile and preference. It’s important, and an area customers value. Getting some excitement, innovation, and experiential activities that link to the opportunities outside the gates of the airport could be a starting point. Give them an experience to take away and remember during their time in Singapore.
This new rating might help to kick start Changi to invest in people to help re-position itself back as the number one airport in the world. I’m sure that it believes that the opening of T3 will do this through technical innovation, but I believe that the key is in customer service.
It’s the personal touch and attention that remain with customers well after they board their flights home that makes the difference. If there was one single most important area of improvement to focus on in the future, this would be it.
Fred Eng, business director, Saatchi & Saatchi Singapore
From as early as 1997, Changi Airport has been making conscientious efforts not to be too dependent on the ‘world’s best airport’ award to serve as a benchmark should it one day fail to retain the award, and lose much of its credibility.
Thus began a change of focus —moving from being an efficient well-run airport to perfecting the Changi Airport experience.
Although Changi Airport may have lost some ground in recent rankings, the brand has lost none of its magic. Its greatness was not in winning accolades, but setting a standard other airports aspire to.
From the mid-’90s, new airports sprung up around the region, all aiming to be better than Changi Airport. Some have failed, some succeeded; today, the three most competitive airports in this region are Hong Kong International Airport, Changi and Seoul Incheon International Airport.
But instead of bowing down to a game of who-tops-the-charts, Changi Airport should take the opposite tack. Aspiring towards higher standards will enable it to stay ahead in the game. In this respect, the opening of T3 in 2008 will prove timely, allowing the airport to once again re-establish itself as the world’s leading air hub.
