SIA and Qualtrics ink 3-year deal to enhance customer experience

The partnership supports the airline’s efforts to better address customer concerns.

Singapore Airlines (SIA) has entered a three-year agreement with Qualtrics, an experience management company.

SIA will be employing Qualtrics’ solutions to enhance its collection, processing, and analysis of customer responses, enabling deeper insights across multiple feedback channels.

This collaboration supports SIA’s efforts to better understand customer concerns and preferences through research, data analytics, and artificial intelligence.

Melvin Ng, Vice President of Customer Experience at SIA said that the airlines use Qualtrics’ text analytics to process and analyse customer feedback from multiple channels.

SIA is also exploring how to leverage Qualtrics’ GenAI capabilities to enhance analysis of open-ended customer feedback. This would help the airline extract more meaningful insights from written comments and suggestions to improve the customer travel journey.

“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,” said Brad Anderson, President at Qualtrics.

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