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SIA Awards Contract For New Customer Experience Management System


Singapore Airlines has signed a major contract with Accenture for the development of a new IT system to enable the Airline to deliver an enhanced travel experience that focuses on meeting more of its customers’ travel needs.

Under the terms of the contract, Accenture will develop a new Customer Experience Management (CEM) system, with implementation scheduled for the second half of 2014. Accenture was selected following an extensive review which included proposals from nearly 30 vendors.

Financial terms of the contract are confidential, but the award is one element of a multi-million-dollar investment programme by SIA to further enhance the experience of its customers.

The new system will help staff across different touch points to more quickly understand a customer’s needs, creating opportunities to deliver the right service with greater efficiency. The system will also provide the foundation to enhance analytical capabilities in a later phase.

Training for all frontline staff has commenced under the CEM programme, with a focus on soft skills to create extraordinary moments in delighting customers.

“Service Excellence has always been a key pillar of Singapore Airlines’ brand promise, enabling us to retain our position as the world’s most awarded airline for many years,” said Senior Vice President Product & Services, Mr Tan Pee Teck.

“But we cannot take our leadership position for granted. IT is a critical enabler that helps us continue enhancing our customer service offerings. The new CEM system will be an important element to help our staff on the ground and in the air take customer service to the next level.”

Added Ms Teo Lay Lim, Accenture’s Senior Managing Director, ASEAN and Singapore: “Accenture is pleased to be appointed to work with Singapore Airlines to design and deliver a next-generation platform to help take customer experience to the next level. We look forward to assist in designing and delivering one of the most advanced and comprehensive CEM platforms in the industry today which aims to integrate all customer touch points.”

The award of the CEM system contract comes as the SIA Group is investing heavily in new products and services. The investment programme includes new in-flight cabin products that will be revealed in July, a new design concept for lounges around the world from later this year, ongoing fleet modernisation, and continued enhancements to food and beverage offerings.


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