As Singapore’s marquee cruise terminal operator for more than 22 years, Singapore Cruise Centre (SCC) has a simple philosophy: “It’s all about the customer”. In line with this vision, SCC has been working to create a truly memorable experience for every passenger, and provide the best service to all cruise ship operators calling at its international cruise terminal at HarbourFront.
“As a cruise terminal operator for more than two decades, our entire DNA is hardwired to delivering an unforgettable customer experience,” explains Christina Siaw, SCC’s CEO. “We’re very aware that everything we do will be counted as part of a cruise traveller’s vacation experience, from the service we provide at the security and immigration checkpoints, to luggage collection and the overall arrival and departure experience, in addition to any onshore excursions and tours in Singapore.”
SCC has gone to great lengths to deliver an exceptional experience at its cruise terminal. This effort has already been recognised in the form of 22 international awards, which include plaudits for most efficient terminal operator, best turnaround port and most efficient port services, among others. Within Singapore, it has also garnered numerous awards for its quality management, safety and security standards, and the successful implementation of a counter-terrorism measure – the Threat-Oriented Passenger Screening Integrated System, also known as TOPSIS.
In November 2012, SCC’s HarbourFront cruise terminal underwent a S$14 million renovation, which involved expanding the terminal’s operating area by 26% to accommodate additional amenities and facilities for arriving and departing passengers. The number of automated and manual immigration counters has more than doubled, as has the number of baggage check-in counters. The ambience in the arrival and departure halls has also been significantly enhanced with coloured cove lighting, living green walls and back-lit columns with laser cut-outs of plant motifs, all of which come together to offer a warm welcome to the ‘garden city’ of Singapore.
In addition, the baggage system has been upgraded with thoughtful touches like a shelter for the conveyor belt and baggage cage covers that prevent bags from getting wet on rainy days as they are offloaded from the ship. Passengers now also find it more convenient to leave the terminal faster as there are 50% more arrival lanes with X-ray machines.
“Overall, the ‘new look’ terminal at HarbourFront is remarkable, and we’re happy to report that passengers love it too,” says Frankie Tan, director of Wallem Shipping (Singapore), one of Asia’s largest cruise vessel agents. “As port agents for various cruise lines, we are extremely pleased with this upgrade, as well as SCC’s improved customer service. We give this change a ‘thumbs up’!”
For added passenger convenience, the terminal has added six new family rooms, toilet facilities for the disabled and a one-stop passenger services counter to help travellers book taxis and day tours, or purchase tickets for Resorts World Sentosa – a popular leisure island destination located just minutes from the cruise terminal. The concierge counter is manned by customer relations officers to provide all the necessary assistance and advice. Some of them speak foreign languages, including Indonesian, to cater to the growing numbers of cruise tourists visiting from the archipelago.
SCC also liaises closely with local taxi companies to ensure ample taxis are on standby whenever a cruise ship is in port to take disembarking passengers to hotels, restaurants, entertainment spots and the myriad diverse experiences that Singapore has to offer. SCC’s HarbourFront cruise terminal is conveniently located right next to one of Singapore’s largest shopping malls, VivoCity, and also sits on top of one of the main Mass Rapid Transit underground train stations, providing easy access for visitors.
HarbourFront provides a first-class service to cruise ship crew too – they don’t have to go far to stock up on supplies. In addition, they can take advantage of free wifi and make local phone calls from the dedicated ship crew facility within the terminal.
Asia-Pacific’s leading cruise line, Star Cruises, has collaborated with SCC since 1993 and remains a strong and staunch supporter to this day. Steven Ang, assistant vice president of Star Cruises’ Shipping Agency and Embarkation for Shipping Agency Division, explains: “Our SuperStar Virgo homeports at HarbourFront and often the turnaround time is quite tight. Yet our vessel has never been delayed – this is largely thanks to SCC’s team, which has always ensured smooth and seamless operations year after year.
“Even when we have last-minute requests, SCC has never failed to go out of their way to accommodate our needs,” he says. “They’ve also provided strong support when it comes to facilitating the movement of our guests, liaising with security agencies like the Immigration and Customs Authority, and helping out with the activities of the day. We are confident that the relationship between Star Cruises and SCC will continue to flourish for many years to come.”
Cruise operators calling at SCC’s HarbourFront can also tap into the value-added convenience of Cruise 360, its coordinated and cost-effective platform of partners with specialist maritime expertise. Cruise 360 helps to ensure that the resources and services that cruise lines require, including crew personnel, food and beverage, onshore excursions, bunkering, ship repair and maintenance, are provided in a structured and seamless way. Partners include five companies reputed for best-in-class practices – HMS, Intercruises, Magsaysay, Shell and Sembawang Shipyard.
In the last three years, SCC has also taken the lead in setting up a regional forum and idea-exchange platform, the Asian Cruise Terminal Association (ACTA). Made up of member port operators from Malaysia, the Philippines, Taiwan, Korea and Japan, ACTA seeks to share best practices and processes to raise the standards of terminal operations in Asia as a way to better promote the region as the world’s best cruise destination. Initiatives include holding workshops and seminars, as well as scheduling exchange visits.
The Asian cruise industry is booming. More cruise travellers are opting for unusual itineraries that take them to exotic and exciting destinations, and Asia is proving an increasingly popular choice. SCC is looking forward to taking full advantage of this opportunity and delivering an experience that is “all about the customer.”
This article appeared in the Spring/Summer 2014 edition of International Cruise & Ferry Review. To read other articles, you can subscribe to the magazine in printed or digital formats.