Singapore Airlines has signed a three-year agreement with Qualtrics to strengthen its customer experience strategy through the use of advanced analytics, artificial intelligence (AI) and omnichannel feedback integration.
The national carrier is deploying Qualtrics’ suite of experience management tools to enhance how it collects, processes and analyses passenger feedback, allowing it to gain deeper insights across a growing number of channels and touchpoints.
“Singapore Airlines uses Qualtrics’ text analytics to process and analyse customer feedback from multiple channels,” said Melvin Ng, vice president of customer experience at Singapore Airlines. “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 agreement underpins Singapore Airlines’ strategy to combine research, data and AI to respond to shifting customer expectations, which continue to evolve alongside new digital behaviours and travel demands. In addition to structured survey data, the airline is exploring how to use Qualtrics’ generative AI capabilities to extract deeper insights from open-text feedback and customer comments.
“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.”
Qualtrics, a specialist in experience management software, enables organisations to tap into real-time customer signals, with a focus on helping companies adapt to shifting expectations and new digital trends. The partnership reflects Singapore Airlines’ ongoing investments in personalisation, customer engagement, and digital transformation across its global operations.
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