Singapore Airlines taps Qualtrics’ AI to boost customer insight

Singapore Airlines has signed a three-year agreement with Qualtrics to enhance its customer experience analytics capabilities using advanced text analytics and generative AI tools.

The partnership enables Singapore Airlines to access Qualtrics' experience management platform to collect, process and analyse feedback across its customer touchpoints. The airline aims to generate deeper insights into customer preferences and concerns, which will assist in improving services and resolving issues in real time.

Melvin Ng, Vice President of Customer Experience at Singapore Airlines, highlighted the significance of this agreement for the airline's customer service objectives.

"Singapore Airlines uses Qualtrics' text analytics to process and analyse customer feedback from multiple channels. By integrating advanced analytics with our customer experience strategies, we can better understand our customers' evolving expectations, address their needs more effectively, and enhance their end-to-end journey with Singapore Airlines,"

Ng said.

The deployment of Qualtrics' solutions supports SIA's ongoing efforts to leverage data analytics, research, and AI in the management of customer experience. By drawing on feedback collected from various online and offline channels, Singapore Airlines seeks to keep pace with changing customer expectations in the travel industry.

Central to the project is the use of text analytics to process and interpret written feedback submitted by passengers at multiple interaction points, such as online surveys, emails, and in-app suggestions. The systematic analysis of these comments is intended to help the airline quickly identify and respond to emerging issues or opportunities for enhancement throughout the travel journey.

Singapore Airlines is also exploring the application of Qualtrics' generative AI capabilities. This approach is designed to extract more meaningful insights from open-ended feedback, allowing the airline to better understand the nuances of customer commentary and suggestions. The objective is to translate these insights into service improvements and stronger customer loyalty.

Brad Anderson, President at Qualtrics, described the importance of delivering high-quality customer experiences in retaining customer trust and satisfaction.

"Companies that deliver great experiences build deeper relationships with their customers, and today's market leaders are proven to have made this a greater priority over the last three years," said Brad Anderson, President at Qualtrics. "As consumer feedback habits evolve, thousands of leading organisations across the world, including Singapore Airlines, are using Qualtrics to understand and improve their customer experience with omnichannel insights captured across the customer journey. These rich insights provide companies with intelligence and capabilities they need to win now and in the coming era of agentic AI," Anderson concluded.

Qualtrics is known for its experience management solutions, which are used globally by organisations to analyse and act upon customer and employee feedback. Its platform integrates AI and analytics to help companies respond to needs as they arise and anticipate future developments in consumer behaviour.

Singapore Airlines' adoption of these tools is part of its broader strategy to enhance its customer experience, drawing on a history of service quality dating back to its inception in the mid-20th century. The collaboration with Qualtrics marks an expansion of the airline's use of technology to inform its approach to passenger service, with an emphasis on gathering actionable insights and responding to customers efficiently across all contact points.