Singapore Airlines Revamps CRM System with Salesforce 1Point

Singapore Airlines will deploy Salesforce’s 1Point across its contact centres and customer feedback handling units globally from late 2021.

1Point offers a contextual and holistic view of customer interactions through a single interface. The dynamic case management tool allows SIA service agent to retrieve customer data, up-to-date information on products, policies and procedures and perform transactions without toggling between multiple systems. SIA’s in-house artificial intelligence and machine learning capabilities will be integrated with 1Point’s case management and guided workflows.

The system will help enhance travel experience by supporting consistent and more personalised service across various ground-based customer touch points. Service agents will have access to relevant information, including each customer’s previous interactions, at every step. Decisions can be made faster and service agents can pre-empt customer’s needs more efficiently.

1Point is powered by Salesforce Service Cloud and the Mulesoft Anypoint Platform to provide seamless, integrated customer services experiences. Capgemini, a leading provider in consulting, digital transformation, technology and engineering services, will be the systems integrator for the implementation and application maintenance support. 1Point has also qualified for partial funding from the Civil Aviation Authority of Singapore’s (CAAS) Aviation Development Fund.