Tuesday, 27 November 2018 23:06

Qualtrics flying high with Thai Airways deal Featured

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Experience management platform provider Qualtrics has been selected by Thailand’s national air carrier, Thai Airways, to deliver the airline’s unified customer experience management program.

The deal sees Thai Airways using the Qualtrics Experience Management Platform to synchronise useful customer feedback and deliver personalised experiences to its customers in real-time.

According to the International Air Transport Association, the air travel market has been growing steadily and Asia-Pacific airlines have been leading the growth with around 34% share of the global market.

Qualtrics says that to capitalise on the immense potential of the market, Thai Airways has identified drivers for sustainable growth, including identifying customer service excellence as a top priority.

“The air travel market has been growing consistently and there are new customers joining every day. Amidst fierce competition and increasing operational cost, it is important to convert these first-time or one-time flyers to regular customers,” says Priyasiri  Juathes, Thai Airways  vice-president, Product and Guest Experience.  

“Ensuring a hassle-free travel experience across touchpoints can be instrumental in bringing about this change."

Juathes said the airline needed a partner to help it fulfill a long-standing objective of integrating its operational and experience customer data onto a single unified platform.

“This provides us with actionable insights in real-time, eliminating customer pain-points. With this platform, Thai will be able to streamline our customer experience strategy with enhanced efficacy, reducing processing time and manual intervention.”

“Thai currently monitors customer experience, but going forward Thai wants to be more proactive. With Qualtrics we provide a platform that empowers them to take a step ahead by managing the full customer lifecycle to create incredible experiences and acting on feedback in real time,” said Foo Mao Gen, head of Southeast Asia, Qualtrics.

Equipped with more than 70 languages, the Qualtrics Experience Management Platform will facilitate Thai’s efforts to analyse customer feedback from over 20 million passengers globally, and the airline will employ Qualtrics iQ which is a set of advanced intelligent features built directly into the XM Platform.

Powered by machine learning and artificial intelligence, iQ will allow Thai to easily conduct digital surveys, perform sophisticated text analysis, and determine statistically based drivers of behaviour.

Qualtrics says that since the launch of its Southeast Asia hub in September 2017,  the company has partnered with over 110 customers across various sectors in the region, including financial services organisations such as OCBC Bank, Singtel, Fuji Xerox Asia Pacific, Nestlé, Singapore Post, and educational establishments such as United World College Southeast Asia and the National University of Singapore.

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Peter Dinham

Peter Dinham - retired and is a "volunteer" writer for iTWire. He is a veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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