THAI reinvents Customer Experience with Qualtrics

Qualtrics will empower Thai Airways International with real-time actionable insights to create customer excellence

Qualtrics Qualtrics Experience Management (XM) Platform THAI Thai Airways International

Qualtrics, the leader in experience management, announced that it has been selected by Thai Airways International Public Company Limited (THAI), the national flag carrier of the Kingdom of Thailand, to amplify the airline’s unified customer experience management programme.


THAI will be using the Qualtrics Experience Management Platform to synchronise useful customer feedback and deliver personalised experiences to its customers in real-time.


According to the International Air Transport Association (IATA), the air travel market has been growing steadily and Asia-Pacific airlines have been leading the growth with around 34% share of the global market. To capitalise on the immense potential of the market, THAI has identified drivers for sustainable growth, including identifying customer service excellence as a top priority.


Equipped with over 70 languages, the Qualtrics Experience Management (XM) Platform will facilitate THAI’s efforts to analyse customer feedback from over 20 million passengers globally. THAI will employ Qualtrics iQ which is a set of advanced intelligent features built directly into the XM Platform. Powered by machine learning and artificial intelligence, iQ will allow THAI to easily conduct digital surveys, perform sophisticated text analysis, and determine statistically based drivers of behaviour.


Since the launch of its Southeast Asia hub in September 2017, Qualtrics has partnered with over 110 customers across various sectors in the region. This includes financial services organisations such as OCBC Bank, Singtel, Fuji Xerox Asia Pacific, Nestlé, Singapore Post, and educational establishments such as United World College Southeast Asia (UWCSEA) and the National University of Singapore (NUS).