Qualtrics, the leader in experience management (XM), announced the expansion of its existing partnership with Scoot, the low-cost arm of the Singapore Airlines Group, by offering its Employee Experience Platform™ in addition to the Customer Experience Platform™ (CX) Scoot has been using since July last year. The platform will help Scoot revolutionise and enhance the employee experience starting with employee engagement, by gathering real-time feedback and insights that would help in identifying issues or experience gaps and provide relevant people analytics.
Scoot employs around 2,500 people globally, most of whom are cabin crew and pilots. As these employees are frequently in the air or at international destinations, maintaining communication and engagement with the airline can be challenging. Tapping on advanced technology to close any gaps and reinvent its approach towards experience management, Scoot is committed to improving the employee experience to better align employees with the vision of the company and instill a sense of pride and ownership in them while serving their customers.
Traditionally, Scoot used engagement surveys which could take more than two months to derive insights and were therefore a challenge to conduct frequently. Hence, the teams found it difficult to take corrective measures promptly, diminishing the relevance of the exercise.
With Qualtrics’ Employee Experience Management Platform™ providing real-time insights directly to the relevant business units, Scoot is able to keep a finger on the pulse of various employee touchpoints and assess for improvement as soon as the feedback comes in.
The Employee Experience Platform will also be seamlessly integrated with Scoot’s other employee platforms – Workday, Workplace and ServiceNow – and this will give Scoot the flexibility to customise and automate the timing, frequency and methodology of their surveys deployed during certain milestones in the employee life-cycle. These include surveys that are automatically pushed out during set milestones (e.g. onboarding, 1-year anniversary, quarterly pulse survey, etc) or after a service has been rendered by a particular department (e.g. IT service requests, crew rostering, etc). This enables Scoot to target key employee touchpoints, respond faster to their feedback and identify experience gaps in a more holistic manner to develop an effective action plan in time.
“Our employees are one of our most important assets. We believe a holistic employee experience programme, particularly regular employee engagement, will help Scoot to remain true to its core values – different, empowered, open, rewarding and safe – and will raise our colleagues’ morale and performance. Through Qualtrics, we can engage our employees more frequently, at the appropriate times, better understand their issues and quickly address them,” said Ms. Theresa Tan, Vice President, Human Resources, Scoot.
“Unlike any other sector, 85% of an airline’s employees are line personnel, who interact with customers directly on a regular basis. It is important for companies to ensure that their employees are motivated and aligned to their visions in order to achieve an unmatched service quality for customers,” said Mr. Foo Mao Gen, Head of Southeast Asia, Qualtrics. “Qualtrics is delighted to expand our partnership with Scoot, one of the leading airlines in integrating technology into both its customer experience management and employee experience management programmes, setting an industry benchmark in the process.”
As part of its push to use technology to optimise operations and enhance the customer journey, Scoot adopted Qualtrics’ customer experience platform in July 2018 to better understand its customers’ issues when travelling with the airline and improve on priority pain points. Since then, its customer satisfaction ratings have improved by 3.5 points to 75.3 out of 100 in the Customer Satisfaction Index of Singapore (CSISG) which is the highest among low-cost carriers in Singapore.
Since the launch of its Southeast Asia hub in September 2017, Qualtrics has worked with over 110 customers across various sectors in the region. This includes companies like OCBC Bank, Singtel, Fuji Xerox Asia Pacific, Nestlé, Singapore Post, and educational establishments such as United World College Southeast Asia (UWCSEA) and the National University of Singapore (NUS).