Singapore Airlines (SIA) is incorporating Salesforce solutions into its customer case management system to deliver more personalised customer service.
It will utilise Salesforce’s Agentforce, an artificial intelligence (AI) system that deploys autonomous agents to perform specific tasks. By streamlining its customer service operations, its customer service representatives can focus on providing enhanced and personalised attention in each customer interaction.
Data Cloud, the hyperscale data engine built within Salesforce, powers Agentforce by combining relevant data together. This enables the AI agents to better support the customer service representatives with personalised advice and solutions for the customers.
SIA will harness Salesforce Einstein’s generative AI within Service Cloud to summarise customers’ past interactions, providing customer service representatives with deeper insights and guidance. This will enable them to anticipate needs, personalise solutions, and deliver faster, more proactive support—ultimately reducing response times and enhancing service efficiency.
Additionally, SIA and Salesforce plan to co-develop AI solutions for airlines at the Salesforce AI Research hub in Singapore, aiming to provide greater value and additional benefits to the industry.
“Integrating Agentforce, Einstein in Service Cloud, and Data Cloud into SIA’s customer case management system enhances our ability to efficiently assist our customers, and marks the first step in our collaboration with Salesforce. Together, we will co-create AI solutions that drive meaningful and impactful change and set new standards for service excellence in the airline industry,” says Goh Choon Phong, chief executive officer of Singapore Airlines .
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He adds that the SIA Group has been an early adopter of generative AI solutions. “[We’ve] developed over 250 use cases over the last 18 months and implemented around 50 initiatives across our end-to-end operations.”
Marc Benioff, Salesforce’s chair and chief executive officer, says: "We're thrilled to partner with Singapore Airlines, a trailblazer in this AI revolution, to elevate their already outstanding customer service to unprecedented heights, augment their employees and collaborate on groundbreaking AI solutions for the airline industry. With our deeply unified digital labour platform, we're bringing humans together with trusted, autonomous AI agents, unlocking new levels of productivity, innovation and growth.”
