Singapore Airlines (SIA) has selected customer relationship management (CRM) firm Salesforce to develop and implement a new customer case and knowledge management system for the airline. This new system, 1Point, will be deployed across SIA’s contact centres and customer feedback handling units globally from late 2021.
Touted as a dynamic case management tool, 1Point offers a contextual and holistic view of customer interactions through a single interface for SIA’s service agents who will no longer need to toggle between multiple systems to retrieve customer data, up-to-date information on products, services, policies and procedures, and perform transactions, an official statement read.
Implementing 1Point is an important step in the SIA’s digital transformation, as case management and guided workflows will also be integrated with SIA’s in-house artificial intelligence and machine learning capabilities.
“It is an investment in new technologies that ensure that Singapore Airlines is ready to support the evolving customer requirements in the coming years. It also affirms our strong commitment to ensuring that our customers continue to receive world-class service across the entire travel journey,” Marvin Tan, Senior Vice President Customer Services and Operations, Singapore Airlines, said.
1Point will help to enhance the travel experience by supporting consistent and more personalised service across various ground-based customer touchpoints. Service agents will have access to the relevant information, including those related to each customer’s previous interactions, at every step.
Sujith Abraham, Senior Vice President and General Manager for ASEAN, Salesforce said that over the last year, engaging digital experiences with customers has become an imperative.
1Point has also qualified for partial funding from the Civil Aviation Authority of Singapore’s (CAAS) Aviation Development Fund.
“This project has received funding from CAAS’ Aviation Development Fund. By transforming the passenger experience for SIA’s customers at Changi, it will augment our air hub’s competitive offering,“ Ho Yuen Sang, Director (Aviation Industry), CAAS said.