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Singapore Airlines plans to lead in post-covid travel

April 8, 20213 minute read
sale fares, Singapore Airlines regional network, Restaurant A380,post-covid travel

Singapore Airlines (SIA) is moving ahead with plans that will keep it ahead in the race to post-covid travel. The airline  has introduces two new initiatives to keep them in front with both new and existing customers.

Post-covid travel Initiative 1

SIA has chosen global customer relationship management (CRM) leader Salesforce, to develop and implement a new customer case and knowledge management system for the airline. The new system, 1Point, will be deployed across SIA’s contact centres and customer feedback handling units globally in late 2021 as post-covid travel kicks in.

1Point is a dynamic case management tool offering a contextual and holistic view of customer interactions through a single interface. SIA’s service agents will not need to access multiple systems to retrieve customer data, up-to-date information on products, services, policies and procedures, and perform transactions. Case management and guided workflows will also be integrated with SIA’s in-house artificial intelligence and machine learning capabilities.

1Point will help to enhance the travel experience through consistent and more personalised service across various ground-based customer touch points. Service agents will have access to the relevant information, including those related to each customer’s previous interactions, at every step, facilitating quicker decision-making. This allows them to pre-empt a customer’s needs more efficiently.

The investment in 1Point an important step in SIA’s digital transformation, introducing new technologies to ensure that Singapore Airlines is ready to support the evolving customer requirements.

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.

Initiative 2 Rewards partnership with CapitaLand

Singapore Airlines loyalty programme KrisFlyer has launched a new, two-way rewards conversion programme with CapitaLand’s CapitaStar shopping and lifestyle rewards programme. CapitaLand is Singapore’s largest retail operator.This partnership allows KrisFlyer and CapitaStar members to redeem their miles and STAR$® for a wide variety of lifestyle and travel rewards.

KrisFlyer members can use their Kris+ mobile app to access more programme benefits including exclusive CapitaStar shopping, dining and lifestyle rewards. More perks and privileges will be made available progressively.

Through the conversion programme, KrisFlyer and CapitaStar members can convert between miles and STAR$® on the two rewards programmes directly and seamlessly via

  • SingaporeAir mobile app
  • Singapore Airlines’ lifestyle app Kris+
  • CapitaStar mobile app

Conversions can be done digitally, 24/7 on-the-go, at members’ convenience.

The partnership presents more choices to members of both programmes by unlocking a wide range of options to use their miles and STAR$®.

These include over 40 KrisFlyer airline partners and more than 180 non-airline partners across 780 partner outlets in Singapore. These will also be available at 16 participating CapitaLand malls island-wide and on CapitaLand’s digital platforms eCapitaMall and Capita3Eats. Click for more information on participating CapitaLand malls.

To celebrate the launch, judges will select 8 lucky members who convert between miles and STAR$® from 5th April to 4th May 2021 to win:

  • 100,000 KrisFlyer miles
    • equivalent to a round-trip Business Class ticket to Tokyo
      • (based on a Saver award ticket redemption rate)


  • 1,000,000 STAR$®  (equivalent to S$1,000 eCapitaVoucher) for use at
    • more than 2,700 stores across CapitaLand malls island-wide

For more information, click to read the krisflyer-capitasta promo info.

# COVID-19, Post-Covid Travel, Singapore Airlines
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