Singapore Airlines to revamp customer relationship management

The new system will support consistent and more personalised service, the airline says.

Singapore Airlines (SIA) is set to develop and implement a new customer case and knowledge management system, leveraging its partner customer relationship management firm Salesforce.

The new system, 1Point, will help enhance travel experience by supporting “consistent and more personalised” service across various ground-based customer touch points. It will be deployed across SIA’s contact centres and customer feedback handling units globally from late 2021.

1Point is a dynamic management tool that offers a “contextual and holistic view” of customer interactions through a single interface.

“Service agents will have access to the relevant information, including those related to each customer’s previous interactions, at every step. This facilitates quicker decision-making, and allows them to preempt a customer’s needs more efficiently,” SIA said.

The airline’s service agents will no longer need to toggle between multiple systems to retrieve customer data, up-to-date information on products, services, policies and procedures, and perform transactions. Its case management and guided workflows will also be integrated with SIA’s in-house artificial intelligence and machine learning capabilities.

SIA senior vice president for customer services and operations Marvin Tan noted that the implementation of 1Point is an important step in the company’s digital transformation.

“It is an investment in new technologies that ensure that Singapore Airlines is ready to support the evolving customer requirements in the coming years. It also affirms our strong commitment to ensuring that our customers continue to receive world-class service across the entire travel journey,” Tan said.

1Point has also qualified for partial funding from the Civil Aviation Authority of Singapore’s (CAAS) Aviation Development Fund.

“By transforming the passenger experience for SIA’s customers at Changi, it will augment our air hub’s competitive offering,” CAAS director (aviation industry) Ho Yuen Sang said.