Sunday, 17 October 2021
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How Scoot Airlines plans to make CX the competitive advantage in the low-cost carrier space

Scoot Airlines has made a significant investment into a voice-of-customer platform and overhauled its customer service and experience team structure in order to make CX its key competitive advantage in the low-cost carrier market.

Scoot Airlines is owned by Singapore Airlines and services 65 destinations across 18 countries. The group more than doubled the size of its fleet to 41 aircraft via a merger with Singapore-based peer, Tiger Airways, in 2017, and has more recently focused on integrating the two businesses.

But once integration was done, it became clear to the executive team customer experience and building a service-oriented culture was vital to long-term success and growth, chief commercial officer, Vinon Kannan, said.

“While as a group we’ve experienced significant uptake in the market, customers do have a lot of choice, and the executive team realised customer experience and service are important areas to focus on,” he told CMO. “Just because you’re a low-cost airline, doesn’t mean you can avoid taking customer care and service into consideration.

“Travellers often hold the perception that low-cost carriers offer minimal service quality and offerings. To change that mindset and retain our loyal customers, Scoot aims to value add to our customers’ journey by delivering high customer satisfaction across all touchpoints. In this customer-centric world, price is no longer a sole differentiator.”

To help realise this vision, Scoot has adopted Qualtrics’ Experience Management Platform to collect and analyse feedback from customers in different countries. Core to this platform is the  iQ predictive intelligence engine, which consists of three components: Qualtrics Text iQ, natural learning processing and machine learning algorithms for analysing open text feedback; Driver iQ, which is designed to identify key experience drivers within data; and Stats iQ, which automatically chooses statistical analyses for customer feedback data such as relate, univariate and regression.

The first-phase rollout of Qualtrics’ VOC offering took just four weeks. Kannan attributed this both to the simplicity of the platform, as well as the optimised structure and CX appetite within the Scoot business. The platform went live in early July, and in the first instance is being used to glean post-flight feedback.

Every customer that flies with the airline is asked via an emailed survey to rate their experience using standardised Net Promoter Score (NPS) questions.

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