July 22, 2025
Qualtrics and Singapore Airlines Partner For A Customer Experience Jet Boost
CX vendor Qualtrics has bagged another partner with a three-year deal to support Singapore Airlines’ customer experience efforts.
The project will help the airline better understand customer concerns and preferences through research, data analytics, and artificial intelligence (AI). The CX approach allows Singapore Airlines to gather comprehensive customer experience data across multiple channels, identifying evolving customer preferences and addressing concerns across various touchpoints. That should help improve Singapore’s service in competition with the fierce airline industry.
Boosting data collection, processing, and analysis of customer responses, enabling deeper insights across multiple feedback channels, “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.
Qualtrics Brings AI to Singapore Airlines’ Business Operations
Singapore Airlines is also exploring how to benefit from Qualtrics’ GenAI capabilities to improve the 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.
“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 Qualtrics. “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,” Anderson concluded.
As airlines and airports like JFK aim to improve the customer experience through extensive investment and use of data, hopefully the passenger aviation experience will continue to improve in the coming years.
