Singapore Airlines has partnered with Qualtrics to enhance the airline carrier’s collection, processing, and analysis of customer responses.
SIA will use Qualtrics’ text analytics and genAI tools to analyse customer feedback across several channels, gathering enhanced customer data as part of its efforts to boost the experience for its fliers.
The three-year agreement will help the airline identify evolving preferences and address concerns across various touchpoints, it says. It will integrate Qualtrics solutions into its feedback channels, which include online, in-flight, and over the phone.
SIA is Singapore’s flag airline, operating from Changi Airport, with over 170 planes reaching more than 70 destinations.
“Singapore Airlines uses Qualtrics’ text analytics to process and analyse customer feedback from multiple channels.
“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 Singapore Airlines.
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SIA will also work with experience management platform provider Qualtrics to trial how AI can be used to analyse open-ended customer feedback. This, it says, could help the airline extract more meaningful insights from written comments and suggestions to improve the customer travel journey
“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 US-headquartered Qualtrics, which operates from 20 offices across five continents.
“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 the intelligence and capabilities they need to win now and in the coming era of agentic AI.”
Similarly, in December 2024, the Air France‑KLM Group announced a partnership with Google Cloud to deploy generative AI across its operations.
The airline used AI to analyse passenger preferences and travel patterns, predict maintenance needs, and optimise both flight schedules and airport procedures—cutting data‑analysis times in predictive maintenance from hours to minutes.