Singapore Changi Airport is aiming to provide star treatment to its passengers with the launch of its 20-month Quality Service Management (QSM) campaign themed 'Be a Service Star'.

The Civil Aviation Authority of Singapore (CAAS) launched the scheme yesterday and it is now encouraging all airport frontline staff to give star treatment to its passengers by providing exceptional service and going the extra mile.
The newly-launched QSM campaign is part of CAAS' QSM programme which was introduced in 1998 with the aim of aligning all airport organisations towards the goal of quality service, and to cultivate a customer-oriented service culture among all front-line staff.
The service values for this campaign are: Sincerity, Teamwork, Attentive and Responsive (STAR). The QSM campaign will address each of these values separately and all frontline staff will be able to learn more about these values through training workshops, publicity collaterals, as well as fun activities and games organised by CAAS during the campaign. For the first time, there will also be a catchy STAR jingle. Frontline personnel who can recite the jingle accurately within a set time frame will win a prize.
A special component of the campaign is the ‘Catch My Sincere Smile’ contest. To be held from March 2007 to June 2007, service auditors will go around the airport to capture sincere smiles from staff providing good service. Staff and passengers will vote for the person with the most sincere smile.