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Singapore Airlines Uses AI and Qualtrics to Improve Customer Insights

Singapore Airlines Partners with Qualtrics to Enhance Customer Insights Using AI
Singapore Airlines has embarked on a three-year collaboration with Qualtrics to advance its customer feedback analysis through sophisticated data analytics and artificial intelligence. This partnership will enable the airline to harness Qualtrics’ technology to gather, process, and interpret passenger feedback from multiple channels, with the objective of gaining a more detailed understanding of customer preferences and concerns throughout the travel experience.
Integrating Advanced Analytics into Customer Experience
Melvin Ng, Vice President of Customer Experience at Singapore Airlines, emphasized the airline’s commitment to embedding advanced analytics within its customer experience framework. Ng stated that this integration will allow the airline to better comprehend evolving customer expectations, respond more effectively to their needs, and enhance the overall journey with Singapore Airlines. The initiative aims to deliver more responsive service improvements and tailored product offerings by leveraging data-driven insights.
A significant element of the partnership involves the use of Qualtrics’ generative AI (GenAI) capabilities to analyse open-ended passenger feedback, including written comments and suggestions. This approach is intended to extract richer insights from unstructured data, enabling the airline to fine-tune its services and address customer requirements with greater precision.
The Role of AI in Transforming Customer Feedback
Brad Anderson, President of Qualtrics, highlighted the increasing importance of comprehensive experience management within the aviation industry. He noted that as consumer feedback methods evolve, the ability to capture and analyse omnichannel data is becoming essential for organisations aiming to enhance customer experience. Anderson pointed out that numerous leading companies worldwide, including Singapore Airlines, are leveraging Qualtrics’ platform to gain a holistic view of customer interactions across the entire journey.
This partnership aligns with broader industry trends where airlines are increasingly adopting technology-driven insights to offer more personalised content and services. The deployment of GenAI to interpret open-ended feedback marks a notable shift towards utilising artificial intelligence to decode complex customer sentiments.
Challenges and Considerations in AI Adoption
Despite the promising potential of AI and advanced analytics, Singapore Airlines faces several challenges in implementing these technologies. Ensuring the accuracy and reliability of AI-generated data remains critical, as does the seamless integration of new tools with existing systems. Additionally, the airline must address cybersecurity risks, particularly in light of rising threats such as AI-driven impersonation scams.
Market responses may include scepticism regarding AI’s capacity to fully capture the intricacies of customer needs. Meanwhile, competitors are expected to intensify their investments in AI-powered customer insight solutions to maintain competitive advantage.
Through this partnership, Singapore Airlines will expand its data collection to include both structured survey responses and open-ended feedback from diverse channels. The application of machine learning and GenAI is anticipated to identify key themes and actionable opportunities for improvement on a large scale. By actively analysing and responding to passenger feedback, the airline aims to enhance touchpoints across the travel cycle—from booking and pre-departure to in-flight service and post-travel follow-up—ensuring that customer perspectives are integral to future product and service developments.

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