Changi Airport has long set the gold standard for the passenger experience. Its reputation for excellence is built on more than beautiful terminals and state-of-the-art infrastructure; it is built on people who deliver exceptional service at every step of the journey.
At PERSOL Outsourcing, we are proud to be part of this story. As a leading outsourcing and workforce solutions company, we have had the privilege of partnering with Changi Airport Group (CAG) to support its mission of delivering seamless, world-class service. Our collaboration began with the Changi Experience Ambassadors (CEAs), the friendly faces who for years manned the information counters across the airport.
But as passenger expectations evolved and digital engagement became an integral part of travel, the role of the CEAs had to evolve, too. The challenge before us was not just to reskill a team, it was to reimagine what service excellence could look like in a digital-first world.
Rethinking Recruitment and Building Future-Ready Teams
To meet the demands of this new service model, PERSOL Outsourcing worked hand in hand with CAG to redesign recruitment criteria, focusing on digital aptitude, adaptability, and empathy. We needed ambassadors who could thrive in both physical and virtual environments, able to manage live chats one moment and connect warmly with travellers in person the next.
We also mapped out detailed employee journey frameworks to anticipate potential challenges, such as anxiety over new systems or difficulty managing multiple digital platforms. These insights informed a structured training roadmap, which progressively transitioned CEAs from counter duties into digital channels.
Through hands-on simulations and scenario-based learning, CEAs developed the skills to manage multiple conversations across live chat, video, and social media, all while maintaining Changi’s hallmark warmth and professionalism.
Recognising that transformation can bring uncertainty, PERSOL Outsourcing built feedback loops, coaching sessions, and recognition programmes into the rollout. Regular check-ins and morale tracking ensured that CEAs felt supported, valued, and confident in their expanding roles.
Innovation in Action: The Virtual CEA
One of the most transformative outcomes of this partnership was the development of the Virtual CEA system, a network of 26 video call stations strategically placed across Terminals 1 to 4. This system allows passengers to instantly connect with CEAs via live video calls, delivering immediate, personalised service without the need to locate a physical counter.
The Virtual CEA proved indispensable during the pandemic. When passenger traffic dropped, and workforce levels had to be reduced by 70%, PERSOL Outsourcing ensured service continuity through this system. Despite a leaner team, we maintained high service quality, and as travel demand returned, we were able to rehire and retrain 50% of our pre-pandemic workforce quickly and effectively.
Our resilience and innovation during this period earned PERSOL Outsourcing two major recognitions:
- Service Partner of the Year Award at the 2024 Annual Airport Awards, presented by the Minister for Transport.
- COVID Resilience Award by the Civil Aviation Authority of Singapore (CAAS).
These accolades reflect not just operational excellence but the spirit of adaptability and commitment that defines our partnership with CAG.
Leveraging Data to Enhance Passenger Experience
Beyond workforce transformation, PERSOL Outsourcing introduced data-driven tools to help CAG improve service efficiency and decision-making. We deployed systems to track passenger traffic at information counters and gather insights through a passenger engagement app on iPads. These tools created a continuous feedback loop, capturing real-time data on traveller needs and service patterns.
With these insights, CAG can better understand traveller behaviour, identify peak demand periods, and determine the most frequently visited counters. This allows for more effective manpower deployment, reduced wait times, and a smoother flow of assistance throughout the terminals. The data also supports long-term planning, helping both P-SERV and CAG anticipate future passenger trends and allocate resources more strategically.
To further enhance operational oversight, PERSOL Outsourcing recommended integrating audio recording with CCTV systems, enabling more detailed post-event reviews. This integration strengthens accountability, supports training improvements, and reinforces the commitment to service excellence that both PERSOL Outsourcing and CAG share.
Building a Scalable Model for the Future
From fronting information counters to managing multi-channel service platforms, PERSOL Outsourcing’s work at Changi Airport demonstrates how thoughtful outsourcing can enable meaningful transformation. Our mission remains clear: to provide the right people, training, and technology so our partners can focus on their core purpose.
The experience gained through this collaboration has become a blueprint for scalable workforce transformation, adaptable across sectors such as hospitality, retail, and public service. It highlights how human expertise, supported by technology and data, can create agile, future-ready service teams.
At PERSOL Outsourcing, we continue to innovate, invest in people, and co-create solutions that help our clients thrive in an ever-evolving world. Because building trust and delivering excellence is not a one-time achievement, it is a continuous journey we take together, one project, one traveller, and one partnership at a time.
– END –
