Singapore Airlines Lost ‘World’s Best Airline’ Spot Last Month, But Remains No.1 Brand Among Locals

Locals Rank Singapore Airlines 1st Out Of 15 Top Brands In Singapore

Just last month, Singapore Airlines (SIA) lost its spot as the world’s best airline. However, in terms of customer experience, they are still ranked first among Singaporeans.


Changi Airport followed closely in 2nd place, but the list was dominated by brands from the financial sector.

SIA & Changi Airport came in 1st and 2nd respectively

KMPG, an audit, tax and advisory company, released the 2019 Customer Experience Excellence Report on 5 Dec.

The companies were judged based on the Six Pillars of Customer Experience Excellence — which comprises personalisation, resolution, integrity, time and effort, expectations, and empathy.


The report based its rankings on an online survey done by 275,000 consumers in early 2019.

Here are the top 15 brands in Singapore:

  1. Singapore Airlines
  2. Changi Airport
  3. Visa
  4. Apple
  5. Mastercard
  6. DBS
  7. NTUC Fairprice
  8. NETS
  9. Decathlon
  10. PayPal
  11. Amazon
  12. FedEx
  13. OCBC
  14. M1
  15. DHL

Singapore Airlines provides` the best customer experience


KPMG, which labelled SIA as a “customers first” company, said they “[topped] the scores in all six pillars”.

Singapore Airline continuously drives to provide personalised… and innovative experiences to its customers through its employees.

They acknowledged that SIA also “actively invests in solutions” using technology to benefit their staff.

Changi Airport, which came in 2nd, was lauded for its investment in the “Time and Effort” pillar, making travelling smoother and fuss-free for customers.

Financial sector is performed best overall

Despite travel companies taking the top 2 spots, the financial sector had the best overall performance.


Here are the best performing sectors, based on customer experience.

  1. Financial services
  2. Grocery retail
  3. Non-grocery retail
  4. Travel
  5. Telecoms
  6. Logistics
  7. Utilities

As far as customer experience is concerned, DBS is the best-performing bank in 6th place, above OCBC at 13th place.


KMPG concluded that the ‘Integrity’ pillar “has proven to be the most important for advocacy in the finance sector in Singapore”.

When customers’ security is ensured, they can better trust the banks as well.

Congratulations, Singapore Airlines

While SIA could not retain their title of the world’s best airline, we’re glad that they’re still ‘number 1’ in the hearts of Singaporeans.

Congratulations to SIA, as well as to the other brands that made it to the top 15 list.

Featured image adapted from Marketing Interactive.

Drop us your email so you won't miss the latest news.

  • More From Author