SINGAPORE — National carrier Singapore Airlines (SIA) today announced the award of a contract to develop a new Customer Experience Management (CEM) system, as part of “a multi-million dollar investment programme by SIA to further enhance the experience of its customers.”

In a press release, SIA said the new system “will help staff across different touch points to more quickly understand a customer’s needs, creating opportunities to deliver the right service with greater efficiency.

“The system will also provide the foundation to enhance analytical capabilities in a later phase,” SIA added, but did not reveal further details about the system.

SIA Senior Vice President for Product and Services Tan Pee Teck said: “IT is a critical enabler that helps us continue enhancing our customer service offerings. The new CEM system will be an important element to help our staff on the ground and in the air take customer service to the next level.”

The new IT system, which will be developed by Accenture, is scheduled for implementation in the second half of next year.

Accenture was selected from a pool of 30 vendors which had submitted proposals for the contract.

SIA’s investment programme includes new in-flight cabin products to be revealed in July, a new design concept for its lounges around the world later this year, an ongoing fleet modernisation and enhancements to its food and beverage offerings.