Singapore Airlines taps Qualtrics & AI to enhance customer insights
Singapore Airlines has entered into a multi-year partnership with Qualtrics to enhance its analysis of customer feedback using research, data analytics, and artificial intelligence.
The three-year agreement will see Singapore Airlines adopt Qualtrics' solutions to collect, process, and analyse passenger responses, gathering data across multiple feedback channels with the aim of gaining deeper insights.
This expanded capability will enable the airline to identify evolving customer preferences and address concerns throughout the various stages of the travel journey, utilising both quantitative and qualitative tools.
Customer understanding
Melvin Ng, Vice President of Customer Experience at Singapore Airlines, said that the company intends to integrate advanced analytics with its customer experience strategies for more responsive service and product enhancements.
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.
The airline is particularly focused on exploring Qualtrics' GenAI features to assess open-ended passenger feedback, such as written comments and suggestions. According to the airline, the intention is to extract more meaningful insights from unstructured data and use these insights to further refine the customer travel experience.
Industry context
Brad Anderson, President at Qualtrics, commented on the increasing importance of comprehensive experience management in the aviation sector and beyond.
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.
He added that evolving consumer feedback habits make data analytics and omnichannel insights increasingly critical for organisations aiming to improve customer experience.
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.
Singapore Airlines' collaboration with Qualtrics aligns with wider trends in the airline industry, where there is a growing emphasis on utilising technology-driven insights to deliver more tailored content, offerings, and services. The use of GenAI technologies to analyse open-ended feedback reflects a broader shift towards leveraging artificial intelligence to understand nuanced customer sentiment.
Data-driven improvement
Through this agreement, Singapore Airlines will be able to collect a broader array of data points from customers, including not only structured survey responses but also written comments from various channels. The application of machine learning and GenAI is expected to support the airline in surfacing key themes and actionable opportunities for improvement at scale.
By actively analysing and responding to feedback, Singapore Airlines aims to refine its touchpoints across the travel cycle, from booking and pre-departure to in-flight service and post-travel follow-up. The approach is intended to benefit both the business and its customers by ensuring passenger views are better reflected in future product and service enhancements.
