Singapore Airlines (SIA) has entered a three-year agreement with Qualtrics to strengthen its customer feedback systems. The airline is adopting the platform to streamline how it gathers, analyses and responds to passenger input across multiple channels.
The partnership supports SIA’s use of research, data analytics and AI to gain deeper insights into customer sentiment and behaviour. The platform allows SIA to collect experience data across various touch points and identify changing preferences or concerns.
SIA is also exploring the use of Qualtrics’ generative AI features to analyse open-ended feedback. The tool is expected to help the airline extract more detailed insights from written comments and suggestions in order to enhance different stages of the travel experience.
“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,” said Melvin Ng, vice president of customer experience at SIA.
Qualtrics president Brad Anderson added: “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 omni-channel 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.”
