Case Study: Singapore Airlines achieves personalized omnichannel customer experiences with Genesys Engage

Singapore Airlines sets its sights on becoming the world’s leading digital airline

Singapore Airlines, the global carrier based in Singapore, aimed to become the world’s leading digital airline but struggled with fragmented contact center technologies that limited unified operations, personalization and faster innovation. The airline needed to differentiate its customer experience, unify contact center teams and accelerate digital services across channels.

SIA implemented Genesys Engage to create an omnichannel platform (voice, email, webchat, chat, self‑service) and integrated a Google‑based chatbot, Kris, to handle common inquiries and escalate complex cases to agents. The unified system links CRM and knowledge bases, provides real‑time reporting, and improved agent collaboration—resulting in more personalized service, stronger brand loyalty, higher agent efficiency, better resource matching and a growing number of queries resolved via live chat (Kris handles over 85,000 questions weekly).

Singapore Airlines

Marvin Tan

Senior VP, Customer Services and Operations