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Question: Write a report aimed at Senior Executive level which Identifies and Discussed examples of Service Management excellence in one or more actual Service Organisations of your choice. Answer: Introduction The purpose of this report is to provide a brief overview to the senior level executives of the organization. The report explains about the service management activities presented in the external environment. Further the task explains detailed information about the Singapore Airlines company and how they excelled in their service management target market with the use of their own efficiencies and human resource present in the organization (Eaton 2017). Service industry refers to the industry which provides service to the market, the company does not provide any provide to the customers in the market. The task shows the particular field in which the company has graced with its efficient human resource. It shall be noted that service industry does not provide any product on which the customer relies their expectation and satisfaction level, so the company needs to provide adequate services to the customers so that they can achieve brand image in the target market (Chao, and Kao 2015). So, the theme of the report is to show the activities of the company on the below mentioned sectors present in the service management industry with the help of which they aced their market. Further details about the task are discussed below: Company Background Singapore Airlines (SIA) is an internationally recognized company involved in providing Airlines services to the world. The company recognized as one of the leading carrier in the world. It has a route network of around 90 cities in more than 40 countries. SIA is regarded as the world largest operator of Boeing 747-400s and provide services as a modern fleet in the airlines industry. Also the company provides frees services to its customers during the flights as well like free drinks, brunch and headsets as well. The company is setting the standards all around the world with their innovations like KrisWorld interactive entertainment system (Gittell, et. al., 2015). The company is major carrier in the Pacific region with the route from Europe to North America. The company is 54% owned by the Singapore Government with a minor shareholding of Delta Airlines and Swissair. The company is a major route for transit point for people who travel to areas of Far East. The fact shall be noted that in crucial times of recession also, the company managed to make consistent profits for them while other competitors were going under debts at that time (Appendices 2). The youngest aircraft of Singapore Airlines Company is 106 aircraft which is of seven years (Singapore Air, 2017). Excellence of Singapore Airlines in Service management industry Talking about the service management industry it shall be noted that it is noted that it is not easy for organizations to initiate their effectiveness in the service management industry as services cannot be measured n number for the purpose of satisfaction of the customers. So it is very difficult for such companies to initiate their success in the target market as there are many factors to considering while looking at the success of an organization (Connell, Burgess, and Waring 2017). Further talking about the airlines industry it shall be noted that now days there is presence of tough competition in the external due to which no organization is giving space to other competitor to move, but the company while successfully satisfy the expectations of the employees achieve growth and success. There are many aspects to measure the excellence of a service management company to measure its excellence in the target market but the most important aspect which can help the marketer to analyze the excellence of the companies can be calculate with analyzing the satisfaction level of the customers present in the target market who are attaining their services. More satisfaction, more excellence achieved and vice versa (Heracleous, and Wirtz 2010). Further it shall be noted that Singapore airlines successfully achieved their defined goals in the target market and is an all-rounder in providing services to the customers in the target market. The company is not online acing the market because they are providing good airlines services in the market, but Singapore Airlines has conquered the market because it provides all types of services it the customers which drive better satisfaction for them (Heracleous, and Wirtz 2012). Further details about the achievement and the activities of Singapore Airlines are discussed below: Managing People This term of service management industry includes the process of managing both human resource of the company and the customers and client of the company as well. Talking about the customers of the company, the growth of the company clearly tells that the customers are satisfied with the activities of the organization in the target market. In the previous year, Singapore Airlines earned revenue of S $15.228 billion which is an optimum amount to show that the customers of the company are making repetitive sales and are happy with the services provided by the company (Heracleous, and Wirtz 2014). Further it shall be noted that most of the people love to travel in business class in Singapore Airlines as the company has a positive vibe and aura due to which they get attracted towards their services (Appendices 3). Further talking about the human resource of SIA, it shall be noted that the company is a diversified family of around 24574 employees working with them. And the fact shall also be remarked that the management is working well to support the employees and help them to achieve better level of satisfaction as well. Talking about the jobs in this company, it is signified that SIA has one of the most demanding jobs in the whole world (Yu, Chen, and Chiang 2017). All people want to become a part of this company as they management of the company provide such satisfactory services to them. One of the best qualities of the management is that they believe in rewarding the employees in both monetary and non-monetary terms. This helps the employees to get financial assistance along with motivation to work more as well. Thus, in this way the organization manages people connected with their working (Heshmati, and Kim 2016). Customer Relationship Management About Singapore Airlines, the fact which was accounted that despite of the pressure inputted by the competitors present in the society, the company as major occupied by the pressure of the client which they lay on them. The client and customers of the company have sky high expectations from the company they will achieve their targets according to their brand image. Under the process of customer relationship management, the company supports the organizational process of value proposition to gain advantage. This phase helps the organization to fully concentrate on the creation better experiences for the customers by consistently using their resources to achieve effectiveness for the employees (Jain 2015). The company utilized the customer centric approach to ace the target market. The company utilizes the strategy of targeting the customers on the basis of their cultural values inherited in their nature. With the help of that information, the company created brand loyalty with the customers which increased their level of satisfaction as well (Zentner 2016). Four realms of customer experience were identified which involved the relationship management of the company with the customers of the company. Absorption, active participation, immersion and passive participation are the four aspects on the basis of which relationship of the company was compared with the customers. Esthetic experience derived to the customers is regarded as the best which provide delightful experiences to them with their airlines services (Karatepe, and Vatankhah 2014). Lastly, it shall be noted that Singapore Airlines is constantly aiming to improve flight attendant abilities to provide products and services to the customers according to the reputation of the company in the market; this factor is regarded as the key driver of their relationship (Appendices 1). Thus, it shall be noted that the qualified personnel of the company helps them to maintain good customer relationship. Also the relation is maintain and refined through feedback of satisfaction which give better results (Kaufman 2017). Service communication Service communication refers to the process communicating to other regarding the service rendered by the company. Services that are offered in the market depend upon their differentiation present in them, further it also depends upon the offline and online level store. But it shall be noted that services communication lays major impact on the success of the company as it helps people to gain knowledge about the product and services offered by the organization and view its features as well (Wirtz, Tuzovic, and Kuppelwieser 2014). Further it shall also be note that just as communication play a major role in enhancing in internal communication, similarly external communication in the organization also enhanced with the initiation of communication. Such type of communication includes advertisement and promotion plans of the organization which help them to communicate about their service in the target market (Lim, and Tkaczynski 2017). The company adequately advertises their Singapore Gi rl who shows her happiness while flying with the company, this notion helps the customers to realize the value of services which the company provides in the target market. Further in accordance to the customer service culture the company also initiate an easy talk to help the customers get better level of satisfaction from the services. Clarity in commitment is maintain by the organization while flying or while promoting the services of the company which shows their solidarity initiate action plan which drive satisfaction of customers. Resulting to which, the SIA is regularly earning huge profit in the target market. The Singapore Girl is the best used model which tells people about the new airplanes and destinations provided by the company (Low, and Lee 2014). Further the fact shall be noted that the brand image of the company says that they provide high quality services with great level of entertainment services in the market. For the purpose of which the SIA Girls correctly portray the image in the market which attract the right customers demanded by the company. Thus, in this way efficient communication leads to achievement of excellence for the company in the external market (Pang 2016). Performance Measurement Performance management refers to the process of reviewing the employees and then managing different types of performances and rewarding them accordingly. The fact shall be noted that no organization can gain excellence without dissatisfying the employees of the company. So, the company Singapore Airline has earned goodwill in the target market because of its valuable employees. In accordance to which, it is mandatory for the company to reward the employees who help them to attain success in the target market (Wirtz, Heracleous, and Pangarkar 2008). The management of SIA has defined parameters to assess the efficiency of the employees to work in the company. The HR manager of the company analyses and evaluates the work performed by the company and motivates them to work more. Further depending upon the quality of services provided by the employees the company provide them monetary and non-monetary rewards. Such rewards help the employees to increase their efficiency and motivate them to achieve their personal goals along with organizational goals as well (Reference for Business 2017). Further the best service which the company provides to the employees is that they provide them quality training services and initiate conversation to understand and solve their issues. Resulting to which, the employees also positively respond to the organization (Migacz, Zou, and Petrick 2017). Also Singapore Airlines successfully achieved Holy Grail of strategic success and sustainable competitive advantage. As the company providing high value to the customers in the market, but the high value of the company does not given high value of cost to the customers. In simple words it shall be noted that the company manages their performance in market by initiate cost-effectiveness in their business structure (Hapsari, et. al., 2017). Monitoring and evaluation of service Initially the company builds high performance team to empower their employees to work efficiently in the target market. The company invested on training and retraining of employees to inculcate efficiency in them so that they employees can provide better results to the company. They also provided efficiency to the front line officers so that they can provide better results to the customers of the organization (Wirtz, and Heracleous 2016). Then the managerial team of the organization developed the parameters to monitor and evaluate the activities initiated by the company. As it is noted that the organization is involved in delivering high quality services to the company so the managers also monitor and evaluate the growth of the company and employees as well. The level of productivity is decided on the basis of which the performance of the organization is compared, use of sufficient resource tells about the growth of the company so this also a way through which the company evaluate the growth of the whole organization in wider context. Further the employees activities are monitored and evaluated on the basis of their performance evaluation method. The company earned excellence in the market because it uses simplified techniques to measure and monitor the growth depending upon the vision and mission of the organization (Wensveen 2016). Conclusion Thus, in the limelight of above mentioned events the facts that shall be noted is that the organization Singapore Airline focused on their human resource and capabilities and vision mission to successfully achieve growth in the competitive market. The company never lost its pace in the market because it focused on their efficiency and high value creation in organization. Further the company also focused on providing quality services to the customers so as to gain competitive advantage in the target market. The best services which the organization provides due to which they earned excellence are that the organization supplies additional and complimentary services to the customers on board. Thus, due to which practices the organization receives excellence in the market. Further few recommendations to the company is discussed below: Delivering highest quality is the mission of the organization. For this purpose the organization shall constant look for ways and resources with the help of which they can gain more profit for the company. Apart from creating business class experiences better, the organization shall also focus on economic class. With this process they can earn greater level of profit ad attract more customers in the market. This process will also help the organization to create diversified brand image in the target market. The customers of the company who make repeated sales shall be given discounts on travelling and other allowances a well so as to maximize their level of satisfaction with the organization. A feedback form shall be filled by the customers of the organization regarding their experiences with the company while travelling (Heizer 2016). This will help the organization to analyze and evaluate the areas where the company is working absolutely fine and the areas where the organization needs to monitor their growth. Same feedback form shall be filled by the employees in the organization so as to monitor the level of satisfaction derived to the employees in the organization. This will help the management to monitor and evaluate the performance of the employees in a better way. Lastly, the company shall focus on expanding their areas of work by developing new channel routes all around the world. References Chao, C.C. and Kao, K.T., 2015. 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