Singapore Airlines has partnered with Qualtrics in a strategic three-year agreement aimed at redefining its customer experience (CX) approach through advanced data analytics, artificial intelligence (AI), and integrated feedback systems. The move aligns with the airline’s broader vision to deliver more personalized and seamless travel experiences in an increasingly digital-first world.
Omnichannel Feedback and AI-Powered Insights
With the implementation of Qualtrics’ experience management solutions, Singapore Airlines will now gather and analyse customer feedback from multiple digital and physical touchpoints. This includes leveraging sophisticated text analytics to interpret real-time feedback, helping the airline capture deeper customer insights and sentiments across all stages of the travel journey.
“We are harnessing Qualtrics’ text analytics to enhance how we understand and act on customer feedback,” said Melvin Ng, Vice President of Customer Experience at Singapore Airlines. “Combining AI and data analytics with our CX strategies enables us to meet evolving traveller expectations more effectively and ensure an improved end-to-end experience.”
Harnessing Generative AI for Deeper Personalisation
Beyond structured surveys, Singapore Airlines is exploring the use of generative AI to derive richer insights from open-ended customer comments and feedback. This integration of unstructured data into the feedback loop allows for more contextual understanding and agile decision-making in response to shifting passenger expectations.
A Step Toward Future-Ready Travel Experiences
This collaboration supports Singapore Airlines’ ongoing investments in digital transformation, customer personalisation, and experience-led innovation. By embracing omnichannel strategies and real-time feedback, the airline aims to deepen customer engagement and stay ahead of the curve in an increasingly competitive travel sector.
“The world’s leading brands, including Singapore Airlines, understand that delivering exceptional customer experiences is key to building long-term loyalty,” said Brad Anderson, President at Qualtrics. “By capturing real-time signals across the journey, companies can proactively meet the changing needs of modern travellers.”
Driving Transformation Through Experience Management
Qualtrics, known globally for its expertise in experience management technology, enables organisations to monitor and respond to evolving customer preferences with agility. The collaboration with Singapore Airlines marks another milestone in the airline’s mission to offer hyper-personalised, data-informed, and future-ready customer experiences.
