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.
Turning hours of analysis into minutes of action
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.
The Qualtrics platform has changed this. 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.
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 time sensitive: 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.
Scoot's principle is clear: use AI where it genuinely adds value, not where it hides friction. When a customer contacts you about something that shouldn't have happened in the first place, automation isn't the answer. Fixing the underlying experience is.
A unified view of the journey
This speed only works because Scoot has eliminated the information silos that used to fragment its view of the customer. 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.
A new equation for low-cost
For years, the LCC sector has treated experience investment as a cost that erodes the discipline behind low fares. That logic assumes friction is free. It isn't. Every abandoned booking is a lost sale. Every failed login is a paid support contact. Every avoidable complaint is operational time spent fighting fires instead of improving the product.
Scoot's program demonstrates the opposite: investing in digital experience and using AI to act on customer signals at speed, is a form of cost discipline. The future of the LCC model lies in spotting friction early and building the capability to eliminate it before it compounds.
Scoot is building that capability now.
"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