Scoot, the low-cost subsidiary of Singapore Airlines (SIA), is using AI capabilities from Qualtrics to compress the time between hearing a customer signal and acting on it — turning what once took analysts hours, into minutes, and driving measurable improvements across its digital booking experience.
The partnership, which began in 2018, has helped Scoot exceed internal targets across its booking platform, app, Manage My Booking pages, and member login functionality.
For a low-cost carrier (LCC), the stakes around digital experience are uniquely high. The booking platform, the app, chat assistant, and post-purchase journey are the entire brand experience on the customer side.
Speed of operation is a key priority for Scoot. Generally, passengers book, fly and move on. By the time a traditional customer experience team surfaces patterns from open-text feedback — reading through comments, tagging themes, building reports and implementing the right next steps — the moment to act would have passed.
With the Qualtrics platform, at the end of every booking, Scoot invites customers to share feedback on the digital experience they just had. The survey is short and focused on booking experience attributes the airline can directly influence, such as web design, page speed, and user-friendliness.
That creates a continuous, granular signal. But a signal without speed is just data. Scoot’s breakthrough has been compressing the time between hearing what customers say and doing something about it — and AI is what makes that compression possible.
“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,” said Clive Quek, manager of customer service at Scoot.
AI-powered text analysis identifies recurring themes across open-text feedback and surfaces what’s changed week-on-week. Work that once took an analyst significant time now happens faster, which is what allows insights to stay perishable: by the time a theme is visible, the team is already acting on it.
Automated theme detection feeds directly into product prioritization — when a pattern emerges, product owners see it surfaced with evidence, not anecdote.
With Qualtrics, Scoot already had experience data flowing across functions into one view. What AI changes is the pace. Now, every team — cabin crew, airport operations, IT, customer service — works from the same journey-level view.
When a theme surfaces in feedback, every team that touches the relevant part of the journey can see it, own it, and respond without waiting for a report to be compiled, circulated, and debated.
Scoot has used this approach to drive measurable improvements across its digital experience metrics, exceeding internal targets across the booking platform, Manage My Booking pages, and member login functionality.
Scoot’s program demonstrates that investing in digital experience and using AI to act on customer signals at speed, is a form of cost discipline.
