Singapore Airlines’ revamped app aims to enhance customer experience

New app is designed for faster performance and improved usability

Singapore Airlines has relaunched its mobile app having added new features to enhance the customer experience.

The carrier said the new app is designed for faster performance and improved usability.

It introduces new features that offer customers “a seamless and more personalised experience”, the airline said.

The app has been re-built from scratch based on new underlying technical architecture.

Singapore said it delivers customers “significantly enhanced booking and check-in flows, improving transaction time by up to 60%”.

Campbell Wilson, senior vice president sales and marketing, said: “Singapore Airlines has been investing heavily to enhance our digital capabilities.

“With new user interface designs and insourcing of developer and customer experience talent, we are working to provide faster and more customer-centric products and services to improve the customer experience.

“The launch of our new app follows many other digital innovation initiatives, such as KrisPay, the world’s first blockchain-based airline loyalty digital wallet, and the progressive redesign of our website and its underlying architecture.

“Improvements to our mobile app will not stop here and we will continue to invest our efforts to add value to our customers’ experience.”

New app features, include:

• ‘Capture & Discover’, a new search function that uses image recognition as well as speech and natural language processing[1] to identify the user intent, match it to a Singapore Airlines destination, and present relevant destination content and fare deals.

• ‘Translation Assistant’, a feature that uses real-time language translation by voice to help travellers communicate better when they are overseas.

• ‘Measure Your Baggage’[2] to help travellers determine if the size of their bag is within cabin baggage limitations.

Amongst the many improvements in existing functionality, real-time information such as boarding gate details, the destination’s weather and currency, and baggage belt information have been added to the “My Trips” function.

The new app also features enhanced in-flight entertainment features including extended access to e-Library magazine and newspaper content based on KrisFlyer membership tier, as well as a new search and filter function to allow for easier content browsing in the e-Library and KrisWorld catalogue.

The app continues to enable customers to bookmark their movies, so that they can pick up where they left off on subsequent flights with the newest in-flight entertainment systems.

And it also sees enhancements such as a newly designed KrisFlyer account dashboard and the introduction of an ‘Inbox’ feature, which stores push notifications as well as KrisFlyer messages for easy reference.

The new app will be available for download progressively, following the beta launch that began in October 2018.

For Android users, the new app is being released by countries progressively between July and September 2019, while iOS users may download the new app from the App Store in September 2019.

The beta version will continue to be available for download in the meantime.

[1] Currently supports English only

[2] Currently supports iOS only