SIA: Too late to apologise?

Singapore Airlines has made a public apology to its customers with a letter from chief executive officer Goh Choon Phong himself, pledging to win back consumer confidence after its revamped website drew much flak.In a letter Goh apologised for the technical problems on the site, saying SIA was making progress in rectifying the issues."We will continue to relentlessly pursue all other outstanding issues.  An in-depth investigation as to how the issues that arose went undetected is well underway, and we are treating this with utmost importance," he said."I know that you have high expectations of us, and we failed to meet those expectations. On behalf of the Company, I offer our unreserved apology, and pledge to win back your confidence," he added.The letter was also placed on SIA's fan page and was met with mixed responses.While some remarked that the SIA was still a good airline, others were not as forgiving. One user remarked that the airline is "the best", while another commented that the situation could have been handled better.SIA revamped the website in May this year after which it was marred with problems such as slow system and technical glitches. The site had to be taken down for more than an hour after it went live as complaints arose in the online community.