Singapore – Scoot, the low-cost subsidiary of Singapore Airlines, has expanded its use of artificial intelligence (AI) capabilities from Qualtrics to shorten the time required to analyse customer feedback and implement improvements across its digital platforms.
The partnership between Scoot and Qualtrics began in 2018. According to the companies, the airline has since exceeded internal performance targets across its booking platform, mobile app, Manage My Booking pages, and member login functionality.
As a low-cost carrier, Scoot said its digital channels—including its booking platform, mobile app, chat assistant, and post-purchase journey—serve as key customer touchpoints throughout the travel experience.
Following each booking, customers are invited to complete a survey about their digital experience, providing feedback on areas such as website design, page speed, and ease of use. Qualtrics’ AI-powered text analysis identifies recurring themes in open-text responses and highlights changes over time, allowing Scoot to identify emerging issues more quickly than through manual analysis.
The company said the automated theme detection also supports product prioritisation by providing product teams with evidence-based insights from customer feedback.
Scoot added that AI is being applied to improve the underlying customer experience rather than simply automating responses to customer issues.
The airline also said Qualtrics provides a unified view of customer experience data across multiple functions, including cabin crew, airport operations, IT, and customer service. This enables different teams to access journey-level insights simultaneously and respond to issues without waiting for manual reports to be compiled.
According to Scoot, this approach has contributed to measurable improvements in its digital experience metrics, with internal targets surpassed across several customer-facing digital services.
The airline said it views investment in digital experience and AI-enabled customer insights as a way to reduce operational inefficiencies associated with customer friction, such as abandoned bookings, failed logins, and avoidable support requests.
Commenting on the initiative, Clive Quek, Manager of Customer Service at Scoot, said, “At Scoot, we are always looking to enhance our customer experience and ensure a seamless travel journey, from start to the end. We have also continually invested in technology to not only improve our customers’ experience but also ensure operational efficiency. With AI capabilities from Qualtrics, we are now able to collect and act on customer feedback faster. The platform helps us validate insights with our ground servicing partners and agents, ensuring that we address real issues, both on ground and in the air, at a fraction of the time we used to take.”
