With 75.3 points out of 100, Scoot has scored the highest among low-cost carriers in the Customer Satisfaction Index of Singapore 2018, conducted by Singapore Management University’s Institute of Service Excellence. The low-cost carriers sector mean score was 73.1. In addition, Scoot registered a year-on-year increase of 3.6 points. Scoot’s parent airline Singapore Airlines also topped the full service carriers sector with a score of 78.1, against the sector’s mean score of 74.5.
“We are grateful to receive this positive affirmation on the initiatives we have undertaken to elevate customer experience. It is a great encouragement and will spur us on, as there is always room for more improvement” said Scoot CEO, Mr Lee Lik Hsin.
Since merging with Tigerair in July 2017, Scoot has grown its network to 66 destinations across 18 countries and territories and expanded its fleet to 44 aircraft presently. To elevate the customer experience, Scoot has embarked on the following initiatives since the merger:
- Customer survey to identify pain points
Scoot partnered with Qualtrics to launch a Net Promoter Score (NPS) survey since July 2018, gathering post-flight feedback from customers across various touchpoints. Thus far, an average of 77% of respondents stated Scoot either performed to their expectations or exceeded their expectations. Touchpoints identified as requiring improvement include boarding and check-in process, call-centre servicing, flight disruption handling and cabin interiors.
We will delve deeper into the feedback received, and work with our partners to address high priority pain points.
- Leveraging on digital to improve customer experience
Scoot introduced Automatic Bag Drop (ABD) machines in July 2018, giving customers departing from Singapore Changi Airport a more streamlined check-in process. Customers can make use of the 24 self-service check-in kiosks (SSKs) and 8 ABD machines at the Scoot check-in rows at Terminal 2. More than half of Scoot’s customers now opt to use the SSKs.
There are also plans to extend Web Check-in to more countries across the Scoot network by 2019, subject to regulatory approval.
In July, Scoot also introduced Asia Pacific’s first transactional chatbot by an airline. A key milestone in Scoot’s vision of creating a mobile-first customer experience, our chatbot, nicknamed M.A.R.V.I.E. (Most Awesome Resourceful Virtual Intern Ever), is able to handle customers’ queries in English, assist customers to search for flights, display fares and availability, make flight bookings, and allow payment by credit card – essentially complete a full ticket sale. From handling just 50 queries in a day with a resolution rate of 37.5%, M.A.R.V.I.E. now handles over 300 queries daily with a resolution rate of 80%.
- Strengthening our customer service organisation
Scoot’s Customer Service team has more than doubled from a year ago, and now stands at 20-strong. Aside from day-to-day handling of customer feedback, we also want to proactively chart and define the entire customer experience.
“Our commitment to improving the customer experience is for the long term and we sincerely thank all 60 million customers whom we have carried to date, who have trusted Scoot with their travel needs,” said Mr Lee.
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