APEX Insight: Singapore-based low-cost carrier (LCC) Scoot has partnered with experience management company Qualtrics to improve the customer experience (CX) through the elimination of existing pain points during the air travel journey.
Under a new three-year partnership, Qualtrics will collect feedback from Scoot customers from multiple sources using its Experience Management Platform (XM) and will deliver real-time insights using its predictive intelligence engine Qualtrics iQ, which translates customer feedback into actionable insights using artificial intelligence and machine learning.
The partners will initially gather post-flight customer feedback to determine which touchpoints require improvement. Touchpoints identified by the partners include providing a seamless check-in process, handling last minute changes and ensuring staff are friendly to passengers. Qualtrics will provide Scoot with real-time insights on which routes, aircraft type, airports and other touchpoints are delivering a superior CX and where there is room for improvement.
“When a passenger takes a flight with Scoot, Qualtrics will reach out to collect, analyse and act on their feedback appropriately. The XM platform will then instantly process these response records, including open text feedback fields, and automatically prioritises the most impactful experience drivers by automating advanced correlation and regression analysis. In other words, Scoot will be able to translate customer feedback into actionable insights,” explains Qualtrics.
“Scoot will be able to translate customer feedback into actionable insights” – Qualtrics.
The move follows the merger of Scoot with short-haul LCC Tiger Airways last year, which now sees the combined Singapore Airlines-owned operation serving 66 destinations in 17 countries throughout the Asia-Pacific region – “a quantum growth in terms of network”, Scoot concedes. Since its formation in 2012, Scoot has been known for its in-flight customer service, which includes in-flight Wi-Fi, in-seat power, streaming in-flight entertainment, Scoot In Silence child-free cabin and ScootBiz business class onboard its Boeing 787s.
Scoot says one of the business goals is to change the perception and expectation that LCCs equal “barebone customer service”. The LCC space has evolved significantly since its inception, moving from a focus solely on providing flights at bargain prices with minimal customer interaction, it adds. “Many LCCs have since stepped up the game by looking into customer experience as consumers these days are expecting more,” says Scoot, pointing to how it takes care of its customers in the event of flight disruption and provides hotel accommodation and meals where necessary.
“Moving forward, Scoot aims to lead the evolution in the LCC space by recognising the importance of customer experience in retaining and engaging customers. Thus, we have proactively taken the steps to understand the customer journey and evolve to becoming more customer-centric by partnering with Qualtrics,” the airline says.
Qualtrics has worked with a number of LCCs in the past, including US carriers JetBlue and Southwest. Qualtrics measured and managed the entire CX for JetBlue, which resulted in the airline achieving 12 JD Power awards recognising high performing customer-centric companies and US$100 million in additional revenue, says Qualtrics. Working with JetBlue, Qualtrics identified and remedied specific problems at certain airports that were negatively affecting passengers’ experiences.
Qualtrics says it is working with a number of other carriers in the Asia-Pacific region, including Japan’s All Nippon Airways and an “award-winning airline in Southeast Asia to help them to better understand customers’ needs and boost their CX strategies”.