Singapore Airlines elevates its CX strategy with Qualtrics

Singapore Airlines partners with Qualtrics to transform how they collect and process customer feedback

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Amelia Brand
07/22/2025

Singapore Airlines (SIA) is stepping up its customer experience (CX) game by partnering with Qualtrics to strengthen how it collects, processes and analyzes customer feedback across a range of touchpoints.

The three-year engagement sees the airline deploying Qualtrics’ experience management platform to unify customer feedback from multiple channels, gaining clearer insights into passenger preferences, sentiments and needs. SIA will be able to drive numerous CX improvements across the customer journey by leveraging Qualtrics’ advanced text analysis and artificial intelligence (AI)-powered tools.

More specifically, Melvin Ng, vice president of CX at Singapore Airlines, said that “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.”

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Generative AI capabilities

SIA is also exploring the use of Qualtrics’ generative AI capabilities to strengthen its ability to extract actionable insights from open-text responses, transforming freeform customer comments into structured intelligence that can guide CX enhancements in real time.

This initiative comes as leading global brands turn to technology to navigate changing customer expectations. In CX Network’s latest Global State of CX report, generative AI chatbots and virtual assistants were found to be the second most impactful trend this year. This is up three places from 2024.

According to Brad Anderson, president and global head of products, UX and engineering at Qualtrics, businesses that embed experience intelligence into decision-making processes are seeing stronger customer loyalty and long-term growth.

“Companies that deliver great experiences build deeper relationships with their customers,” Anderson said. “Singapore Airlines is one of thousands of experience-driven organizations worldwide using Qualtrics to uncover omnichannel insights and act on them with confidence - especially as agentic AI capabilities become more central to experience delivery.”

The future of AI-powered tools

“A lot of executives understand AI will be transformative in the medium-to-long term,” Isabelle Zdatny, head of thought leadership for Qualtrics' XM Institute, explained in an exclusive chat with CX Network during Qualtrics’ X4 summit earlier this year. AI-powered tools are not just automating tasks but elevating experience interactions by listening and understanding in real-time.