University of Arkansas System
Type of paper: Thesis/Dissertation Chapter
Silk Air Case
Front Cover and Back Cover are likened with a book which needs something to introduce the book and something to close the book at the end so that the Happy Ending can be seen. Front Line is likened with a war which needs a good strategy to really win the war. Backstage is likened with a stage which has people who settle things up, do the make-up, paint and many others which really a role that is not seen but vital.
Management Team consists of CEOs, Senior Managers, and General Managers. This team has subsidiaries of Airport Team, In-flight Attendants, and Finance Officer. Within this triangle, this is the core team of SilkAir. Management Team will provide with vision, mission, and core values and then communicate them with the subsidiaries. Every subsidiary will report back to the Management Team.
The Finance Officer here must be a reliable and honest person, because he/she will handle all the revenues and expenses. If the correct person has been chosen, payment to suppliers will be easily controlled and very transparent. Front line – Finance Officer’s subsidiaries – is here for managing the bookings. The person will need to have good skills on doing things using computer and also easily adapt to SilkAir booking system. The person is very vital to the organisation as he/she handles the revenue for SilkAir. The Front line people will also hand-in-hand with Front Cover who will handle the check-ins. The approval booking code is one of the methods. This Front Line will need to always report back to Finance Officer.
Airport Team is a team that is located to serve customers for the check-in and sending the baggage into the plane. The Front cover is named because of these people are representing the company’s values. The way they deliver the service needs to be standardized and improved as customers’ needs also changing. The requirements are usually not as high as the others but they need to have the heart to help customers.
Backstage is needed as well as a good communication with the Front Cover. Backstage will send all the baggage had been checked in to the plane. The people inside this circle need to be strong, honest, and mobile. There are few cases from the other airlines that precious things inside the baggage of customers had been stolen. Customers are accusing that the Backstage people are the suspect. SilkAir will need to guarantee that customers’ baggage is safe because SilkAir will recruit the correct people.
Finally, the last touch of service is in-flights attendants. The people in the circle include the pilot, captain, steward and stewardess. The steward and stewardess are people who are having the touch point with customers, so they will need to do the famous GST – Greet, Smile and Thank. When the plane is arriving at the airport, the Back cover people will need to clean and putting things back in the right place, such as magazines, mugs and blankets.