Scoot uses Qualtrics AI to cut feedback analysis time

Scoot is using artificial intelligence tools from Qualtrics to speed up its response to customer feedback, cutting analysis time from hours to minutes.

The low-cost carrier, a subsidiary of Singapore Airlines, has used the system to improve its digital booking journey, including its website, app, Manage My Booking pages and member login process.

Scoot has worked with Qualtrics since 2018. At the end of each booking, it collects customer feedback through short surveys focused on areas it can directly control, including page speed, design and ease of use.

AI then analyses open-text responses to identify recurring themes and week-to-week changes. This replaces a manual process in which analysts reviewed comments, tagged themes and prepared reports before teams could decide how to respond.

For low-cost airlines, the digital journey carries particular weight because much of the customer relationship takes place online. A failed login, an abandoned booking or a problem in the post-purchase process can quickly become both a support issue and a lost sale.

Shared view

The system now gives teams across cabin crew, airport operations, IT and customer service access to the same view of the customer journey. As a result, issues raised in feedback can be seen and assigned more quickly instead of waiting for reports to move through different departments.

Scoot said this joined-up approach has helped it exceed internal targets across several digital experience measures, though it did not disclose the targets or the scale of the improvements.

Qualtrics said the software helps product owners spot patterns in customer feedback, supported by survey responses. In practice, this allows product teams to prioritise fixes based on trends emerging directly from customer comments.

The arrangement also reflects a broader shift in how airlines use AI in customer operations. Rather than limiting automation to chat tools or service interactions, companies are increasingly applying it to customer feedback analysis to spot problems earlier.

Scoot sees speed as central to that effort because passengers often complete a booking, travel and move on before a slower feedback process produces an answer. By shortening the time between collecting a customer signal and acting on it, the airline aims to resolve issues before they spread across the wider journey.

The airline also argued that investment in digital experience should not be treated separately from cost control in the low-cost airline model. Friction in booking or account access can create direct commercial and operational costs, particularly when customers abandon transactions or contact support to resolve avoidable issues.

Clive Quek, Manager, Customer Service, Scoot, said the airline has linked the new process to both customer experience and internal efficiency.

"At Scoot, we are always looking to enhance our customer experience and ensure a seamless travel journey from start to finish. We have also continually invested in technology not only to improve our customers' experience but also to 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 the ground and in the air, in a fraction of the time it once took," said Quek.