Salesforce to Upgrade Singapore Airlines' CRM with 1Point

Singapore Airlines (SIA) has selected Salesforce, a leader in customer relationship management (CRM), to develop and implement a new customer case and knowledge management system for the airline.

This new system, 1Point, will be deployed across SIA’s contact centres and customer feedback handling units globally from late 2021.

With 1Point, SIA’s service agents will no longer need to toggle between multiple systems to retrieve customer data, up-to-date information on products, services, policies and procedures, and perform transactions. Its case management and guided workflows will also be integrated with SIA’s in-house artificial intelligence and machine learning capabilities.

The system will help to enhance the travel experience by supporting consistent and more personalised service across various ground-based customer touch points. Service agents will have access to the relevant information, including those related to each customer’s previous interactions, at every step. This facilitates quicker decision-making, and allows them to pre-empt a customer’s needs more efficiently.

Marvin Tan, Senior Vice President Customer Services and Operations, Singapore Airlines, said, “Implementing 1Point is an important step in our company’s digital transformation. It is an investment in new technologies that ensure that Singapore Airlines is ready to support the evolving customer requirements in the coming years. It also affirms our strong commitment to ensuring that our customers continue to receive world-class service across the entire travel journey.”

1Point is powered by Salesforce Service Cloud and the Mulesoft Anypoint Platform. Capgemini will be the systems integrator for the implementation and application maintenance support.

Sujith Abraham, Senior Vice President and General Manager for ASEAN, Salesforce said, "If the last year has taught us anything, it's that digital, engaging experiences with customers is no longer a nice to have - it's an imperative. That's why we're proud to be the digital transformation partner for Singapore Airlines' 1Point platform to provide a single view of its customers and deliver best-in-class personalised experiences."

As an innovative system that leverages new capabilities to increase Singapore’s competitive advantage, 1Point has also qualified for partial funding from the Civil Aviation Authority of Singapore’s (CAAS) Aviation Development Fund.

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