SIA Teams Up with Qualtrics for AI-Powered CX Boost

Singapore Airlines (SIA) has signed on with experience management firm Qualtrics in a three-year agreement to bolster its customer experience capabilities with next-generation data analytics and GenAI. Through the partnership, SIA can collect, process, and analyze customer feedback more comprehensively across different channels, allowing the airline to keep pace with changing passenger tastes.

With Qualtrics' AI-driven text analytics, SIA will achieve greater insights from open-ended customer feedback, anything from comments to ideas, to further personalize and enrich the end-to-end travel experience. The integration of Qualtrics' experience management solutions is another step in SIA's overall digital plan to personalize customer care and increase satisfaction.

Key highlights:

• SIA partners with Qualtrics to enhance customer feedback analysis using GenAI and text analytics
• The three-year deal supports deeper insights across channels to personalize the end-to-end travel experience
• This initiative aligns with SIA’s broader digital strategy, including collaborations with OpenAI and Salesforce

"Singapore Airlines utilizes Qualtrics' text analytics to analyze and process customer feedback across multiple touchpoints. By combining advanced analytics with our customer experience strategies, we are able to derive a better understanding of our customers' changing expectations, and respond more comprehensively to their needs, and deliver an improved end-to-end journey for our customers through Singapore Airlines," said Melvin Ng, vice president of customer experience of Singapore Airlines.

Brad Anderson, Qualtrics president, said, "Businesses that create amazing experiences form stronger relationships with their customers, and today's market leaders have been shown to have made this a higher priority over the past three years."

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He continued, "As consumer feedback behaviors change, thousands of top organizations around the globe, such as Singapore Airlines, are tapping Qualtrics to learn and enhance their customer experience with omnichannel insights. These deeper insights give companies the intelligence and capabilities they need to succeed today and in the next era of agentic AI.”

SIA's undertaking is in line with its recent partnership moves with OpenAI and Salesforce to embed GenAI and customized case management tools.