To fly with Singapore Airlines (SIA) is to fly with an assurance of
high standards and qualify. SIA Scholar Tan Jierong tells us how
he helps make the SIA experience a complete one for flyers.
From the SIA logo to the iconic
Singapore girl, the SIA brand is instantly
recognisable for its commitment
in providing the best for every step of its
passengers' journey. Its hospitality and cabin
service is widely acknowledged as among the
best in the world, and its ground staff support
its award-winning cabin crew in continuing to
propel the airline into the upper echelons of civil
aviation.
Like many young boys, Tan Jierong dreamt
of becoming a pilot as a child. Although he
ended up majoring in international studies and
economics, the E-Commerce Executive at SIA
tells us how he is still experiencing the magic of
aviation as part of SIA’s ground staff.
The User Experience Of Air Travel
When people think of airlines and aviation,
roles like flight crews and maintenance
engineers come to mind. But as an E-Commerce
Executive in the E-Commerce Department’s
Digital Experience team, Jierong manages the
customer experience on SIA’s website and
mobile apps.
He shares, “We are the overall custodians
of the digital experiences of SIA’s customers.
I think about what the ideal user experience
should be like when it comes to our mobile
apps, and collaborate with my colleagues in
other departments who will handle the more
technical aspects like designing and coding of
apps.
"We are the overall custodians
of the digital experiences of SIA’s customers."
“Our app development vendor is based out
of Dublin, Ireland and we review the designs
and new app builds that are completed by
them before meeting with our colleagues in
other departments like IT, Loyalty and Ground
Services to iron out the finer details. We also
hold frequent meetings with technology
companies to explore new possibilities and
potential collaborations.”
According to Jierong, this is important, as
recent advancements in consumer technology
and devices (such as smartphones and tablets)
are beginning to find their way into the user
experience of air travel. Jierong enthuses, “I
truly believe that there are a lot of exciting
ways that we can leverage modern consumer
technology to make SIA an even greater and
smarter way to fly.”
A Memorable Learning Journey
As a SIA Open Overseas Scholar, Jierong
enjoyed full sponsorship of his studies at the
University of Pennsylvania (UPenn) in the US.
As an undergraduate there, he had access to
many opportunities that enabled him to learn,
gain new perspectives and expand his world
view.
He recalls, “The absolute highlight of my
university life was the time I spent in Japan on
exchange, where I participated in a homestay
programme and took up an internship. The
entire stint took up to about a year, and I got to
live in Hokkaido, Kyodo, and of course, Tokyo.
“This opportunity to study in another country
– in addition to the US – for an extended
period of time was an eye-opening experience
and a rare privilege. It allowed me to hone
my proficiency in Japanese and gave me the
chance to try things like learning how to play
the sanshin – an Okinawan folk instrument –
and join one of the ubiquitous Japanese college
tennis circles.”
For Jierong, this was also a once-in-a-lifetime
experience to indulge in the small luxuries and
freedoms that only a university student could,
and to do so in a foreign land filled with exciting
new experiences only made it all the more
memorable.
He adds, “The most important skill you learn
at college in the US is the ability to think on your
feet and defend your views. There’s no such
thing as being always right just because you’re
the group leader or teaching assistant, and
you have to be prepared to argue your stand if
necessary.
Tan Jierong
SIA Open Overseas Scholar
Designation:
E-Commerce Executive
Studied:
Bachelor of Arts
(International Studies) and
Bachelor of Science (Economics),
University of Pennsylvania, US
"When you combine these opportunities with
SIA’s nurturing environment and the chance
to immerse yourself in a culture dedicated to
service excellence, you get one of the best
scholarship experiences ever!"
“Having said that, UPenn is also known as the
'social' Ivy League university, and this means
that everyone is outgoing and eager to make
new friends. You get to watch and eventually
learn how to network effectively and eventually
expand your social circle across a very diverse
international student population!”
A Fulfilling Career
Looking back on his two years with SIA,
Jierong feels that that he has had one of the
best experiences any fresh graduate could ask
for. He explains, “You feel proud telling people
you work for SIA, both in and out of Singapore.
SIA is also a wonderful place to begin your
career. Young executives at SIA are constantly
called upon to tackle complex problems and
thus gain plenty of industry exposure early on.
“When you combine these opportunities with
SIA’s nurturing environment and the chance
to immerse yourself in a culture dedicated to
service excellence, you get one of the best
scholarship experiences ever!”
However, Jierong is not one to encourage
aspiring scholars to blindly rush into applying
for an SIA scholarship. He recognises that
opportunities are only valuable insofar as the
passion and interest to fully capitalise on them
exists in those who have access to them.
He advises, “Aspiring scholars should think
carefully about whether they will be a good fi t
at SIA. It’s probably difficult for an 18-year-old
to know exactly how they can contribute to
a company five years into the future, so they
should focus instead on finding out more about
SIA’s corporate ethos and culture.
“The aviation industry is a complex and multifaceted
one, and if you think you have an interest
in taking SIA to new heights and believe in its
unwavering commitment to service excellence,
this is the scholarship to apply for!” he rounds
off decisively.