Singapore Airlines (SIA) has entered a three-year partnership with Qualtrics, a leader in experience management, to enhance its customer experience analytics. By utilising Qualtrics’ advanced analytics and GenAI technology, SIA aims to gain deeper insights into customer preferences and feedback across multiple channels, thereby improving the overall travel experience.
The collaboration will enable SIA to process and analyse customer feedback more effectively, addressing evolving customer needs and concerns. Melvin Ng, Vice President of Customer Experience at SIA, stated, “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.”
Qualtrics’ GenAI capabilities will be leveraged to enhance the analysis of open-ended customer feedback, allowing SIA to extract more meaningful insights from written comments and suggestions. This approach is expected to improve the customer travel journey significantly.
Brad Anderson, President at Qualtrics, highlighted the importance of delivering great experiences, saying, “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.”
This partnership underscores the growing importance of AI-driven analytics in the airline industry, particularly in a post-pandemic world where customer expectations are rapidly evolving. As SIA continues to prioritise customer experience, this collaboration with Qualtrics is set to play a crucial role in maintaining its competitive edge.
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