Talk about air travel almost always turns to the increasing hassle factor. Fees for checked baggage. Surcharges for the best seats. Lack of discounts for the middle seat. It may be an oxymoron to use the words “airline” and “customer service” in the same sentence. But it turns out that when asked which is the most admired airline of all, there would be an answer and it would be – Singapore Airlines. Who would have thought? Perhaps it’s the charm of their iconic symbol, the sarong-wearing Singapore Girl in an outfit designed by a French couturier in 1968 – or not. News from the company says it’s all about catering to the customer in a very literal way. In their economy class cabin, they’re upgrading to seat covers designed by Givenchy, in “soothing colors as well as richer and softer fabrics.” In business class there will be a “lie-flat” seat where the traveler can personalize seating preferences to achieve better lumbar support – which is what we all want. Once you’re comfortable, take your pick of inflight entertainment with the “highest resolution in the sky.” If it’s connectivity you crave, Singapore Airlines delivers a range of options including a USB Media Player, Photo Viewer and PDF Reader. Then there’s the food. Yes, it’s a surprising thing to imagine food on a flight. But here meals are more than just gourmet. You can special order from one of their top chefs – or rather, their International Culinary Panel of stars such as Gordon Ramsay. Order a meal for your kids, for your religious preference – fresh fruit, ice-cream, chocolates. Not to mention the pan-seared salmon with light tomato, lemon dressing. But wait. You can also order a meal according to your medical condition. Diabetic, low sodium, low lactose, bland or semi-fluid – pureed. Now that’s beyond customer service.