CFO World

Scoot Airlines extends CX efforts with employee engagement investment

Low-cost Singapore airline follows up hefty investment into its customer experience technology and structure with employee engagement technology rollout

Singapore’s Scoot Airlines has seen its customer satisfaction ratings improve and is now rolling out an employee experience management component off the back of significant strides in its customer experience approach.

Over the past year, the low-cost airline has been making hefty investments into CX, work that’s seen it bring on a new voice-of-customer platform, overhaul its customer service and experience team structure, introduce a dedicated CX team, and transform its businesses processes.

As a result of these efforts, the company said it has seen its customer satisfaction ratings improve by 3.5 points to 75.3 out of 100, according to the Customer Satisfaction Index of Singapore, making it the highest among low-cost carriers in that country.

Last week, Scoot confirmed it was expanding its technology contract with customer experience platform provider, Qualtrics, to also bring on the vendor’s Employee Experience Platform. The latest technology deployment will be used to lift employment engagement across its 2500 global staff, by opening up real-time feedback and insights that can help identify staff issues and gaps.

Scoot had been using engagement surveys but often waited more than two months for insights and lacked flexibility and customisability. The company’s VP of human resources, Theresa Tan, said having a new platform would allow it to engage employees more frequently and at more appropriate times to better understand their issues and work quickly to address them.

 “Our employees are one of our most important assets. We believe a holistic employee experience program, 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,” Tan said.

Specifically, Qualtric’s Employee Experience Platform will open up real-time insights directly to relevant business units. The platform will also be integrated with Scoot’s other employee platforms including Workday, Workplace and ServiceNow, a move the company said will give it flexibility to customise and automate engagement timing.

For example, the organisation could automate frequency and methodology of surveys to match key individual staff milestones, such as on-boarding, after their first year of employment, as well as by specific department.

Qualtrics head of Southeast Asia, Food Mao Gen, noted that like most sectors, 85 per cent of the airline’s employees are line personnel, who are interacting with customers 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,” he added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu