Scoot is using artificial intelligence from Qualtrics to reduce the time between receiving customer feedback and acting on it, turning an analysis process that previously took hours into one completed in minutes.
The Singapore Airlines low-cost subsidiary said the partnership, which began in 2018, has helped it exceed internal targets across its booking platform, mobile app, Manage My Booking pages and member login functionality. The airline has not disclosed the specific results behind those improvements.
For heads of operations and customer experience, the significance lies in how Scoot is connecting digital feedback with operational ownership.
In a low-cost carrier, the website, app, chat assistant and post-purchase journey are often the most visible parts of the brand. Friction in these channels can translate directly into abandoned bookings, additional support contacts and avoidable complaints.
From feedback to action
At the end of each booking, Scoot invites customers to provide feedback on elements of the digital experience that the airline can directly influence, including website design, page speed and ease of use. Qualtrics’ AI-powered text analysis then identifies recurring themes in open-text responses and highlights how those themes change from week to week.
The process allows product owners to prioritise issues using evidence from customer comments, rather than waiting for analysts to manually read, categorise and report on emerging patterns. Scoot’s approach builds on its long-standing use of Qualtrics to identify pain points across the passenger journey, including check-in, flight changes and staff interactions.
“With AI capabilities from Qualtrics, we are now able to collect and act on customer feedback faster,” said Clive Quek, manager, Customer Service, Scoot.
“The platform helps us validate insights with our ground servicing partners and agents, ensuring that we address real issues, both on the ground and in the air, at a fraction of the time we used to take.” Clive Quek
The operating model also depends on a unified view of the customer journey. Scoot said cabin crew, airport operations, IT and customer service teams can work from the same experience data, helping them see, own and respond to issues without waiting for a report to circulate between departments.
That is an important distinction for operations leaders: the value of AI is not simply faster analysis, but faster coordination. Scoot’s stated principle is to use automation where it removes analytical friction, while fixing the underlying experience when a customer problem should not have occurred in the first place.
For low-cost carriers, the case also reframes experience investment as cost discipline. Identifying digital friction early can help protect bookings, reduce preventable service demand and allow operational teams to spend less time managing recurring problems.
