Scoot, the low-cost subsidiary of Singapore Airlines, has deployed Qualtrics’ AI capabilities to analyse customer feedback at scale, aiming to identify emerging issues more quickly and prioritise improvements across its digital booking experience.
According to the material provided, Scoot has used Qualtrics since 2018, and is applying AI-powered text analysis to open-text survey responses collected after bookings. The airline says this has reduced the time required to detect themes in customer feedback from hours to minutes.
The approach centres on a short, post-booking survey focused on areas Scoot can directly influence, including web design, page speed and usability. Qualtrics’ text analysis is used to identify recurring topics and track week-on-week changes, with the output feeding into product prioritisation so patterns are surfaced to product owners with supporting evidence.
The update also points to a broader operational goal of reducing “silos” between teams by providing a shared view of customer feedback across functions including cabin crew, airport operations, IT and customer service. The intent, it says, is to allow relevant teams to respond without waiting for reports to be compiled and circulated.
While the material claims Scoot has achieved “measurable improvements” and exceeded internal targets across parts of its digital experience, including booking, Manage My Booking pages and member login, it does not provide external benchmarks or quantified results.
In the aviation sector, where low-cost carriers rely heavily on digital channels for sales and service, the case highlights how customer experience analytics and automation are being positioned as operational tools rather than purely marketing functions. The premise outlined is that faster identification of friction points—such as abandoned bookings or failed logins—can reduce support costs and lost revenue by addressing underlying issues earlier.
“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.” – Clive Quek, Manager, Customer Service, Scoot
