Passengers are lucky to be offered a “welcome aboard.” Coach seats are too small for anyone overweight or taller than 6’2”. What started with removing the garnish from first-class appetizers has devolved into a state in which everything is considered an ancillary service worthy of monetization. But it doesn’t have to be that way. Consider Singapore Airlines, which has developed a tremendous customer service culture. Its mission statement reads: “Singapore Airlines is a global company dedicated to providing air transportation services of the highest quality and to maximizing returns for the benefit of its shareholders and employees.” Compare that to a leading U.S. carrier’s mission statement: “We — ’s employees, customers and community partners — together form a force for positive local and global change, dedicated to bettering standards of living and the environment where we and our customers live and work.” Generic to the point of being meaningless, this statement includes not a word about what its business does for its customers. While many U.S. carriers find ways to mimic ultra-low-cost competitors, Singapore Airlines considers every major issue, question or decision in light of its commitment to providing the highest quality of customer service. This in turn has allowed it to be profitable as revenues continue to grow and win coveted accolades such as best airline in Asia and one of the top three airlines in the world. Get the full story at Customer Think