SIA taps Qualtrics to sharpen AI-driven customer insights

Singapore Airlines (SIA) is stepping up its customer experience game by partnering with experience management platform Qualtrics, to overhaul how it collects and analyses passenger feedback across multiple channels.

Under a three-year agreement, SIA will deploy Qualtrics’ data analytics and artificial intelligence (AI) tools, including generative AI capabilities, to extract deeper, more actionable insights from customer responses. This enhanced feedback loop will help SIA track evolving traveller preferences and concerns, enabling the airline to refine its service offerings across the entire journey from booking to in-flight experience and post-flight engagement.

A key focus of the collaboration is harnessing Qualtrics’ AI-driven text analytics to process open-ended feedback from various platforms such as social media comments, surveys, and direct customer messages.

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The airline is also exploring the use of generative AI to sift through large volumes of qualitative data, transforming unstructured comments into clear insights that can inform everything from staff training to product innovation.

Melvin Ng, vice president of customer experience at Singapore Airlines, said the partnership empowers the airline to move beyond traditional feedback collection. “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,” he said.

In tandem, Brad Anderson, president at Qualtrics highlighted the importance of this approach in today’s competitive travel landscape. “Companies that deliver great experiences build deeper relationships with their customers," said Anderson.

"As consumer feedback habits evolve, thousands of leading organisations across the world, including Singapore Airlines, are using 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,”

This strategic partnership reflects a broader trend in aviation and hospitality where digital transformation and data-driven decision making are central to delivering personalised, seamless customer experiences. For SIA, the ability to quickly analyse feedback and adapt accordingly is vital in maintaining its reputation for service excellence amid rising competition and changing passenger expectations post-pandemic.

Singapore Airlines has been on a roll with AI partnerships this year, further cementing its position as a digital leader in aviation.

In April, it teamed up with OpenAI to roll out advanced generative AI tools across its customer service channels and internal operations. The collaboration includes an upgrade to SIA’s AI-powered virtual assistant, which will offer smarter, more personalised travel planning and enhanced self-service options. Behind the scenes, OpenAI’s technology will help automate routine staff queries and optimise complex tasks such as crew scheduling, boosting operational efficiency and staff productivity.

In another strategic move, Singapore Airlines partnered with cloud software giant Salesforce to enhance its customer service operations with AI-powered tools including Agentforce, Einstein in Service Cloud, and Data Cloud. In addition, both companies are co-developing AI solutions at Salesforce’s Singapore AI research hub, focusing on delivering impactful innovations for the airline industry. 

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